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Gender-role stereotypes in integrated social marketing communication: Influence on attitudes towards the ad

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  • Robertson, Kirsten
  • Davidson, Jessica

Abstract

This study examines the influence of stereotyped gender-role depictions on attitudes towards integrated social marketing communication (ISMC) through an application of Gender-Role Theory and the Stereotype Content Model. One hundred and seventy five participants completed surveys measuring their cognitive and affective attitudes towards four advertisements that varied in gender-role congruency (congruent/incongruent) and stereotype content (paternalistic/contemptuous). The advertisements targeted male perpetrated partner violence (congruent/contemptuous); female perpetrated partner violence (incongruent/contemptuous); regretful sex experienced by a female (congruent/paternalistic); and regretful sex experienced by a male (incongruent/paternalistic). Findings revealed cognitive attitudes were more favorable when the gender of the depicted character and target behavior were consistent with gender-role stereotypes. Affective attitudes varied as a function of stereotype content. Participants’ affective attitudes were more favorable towards advertisements depicting paternalistic behavior compared to contemptuous behavior. The findings question the role of affective attitudes in evaluating ISMC advertisements and raise ethical questions regarding social marketing.

Suggested Citation

  • Robertson, Kirsten & Davidson, Jessica, 2013. "Gender-role stereotypes in integrated social marketing communication: Influence on attitudes towards the ad," Australasian marketing journal, Elsevier, vol. 21(3), pages 168-175.
    • Handle: RePEc:eee:aumajo:v:21:y:2013:i:3:p:168-175
    DOI: 10.1016/j.ausmj.2013.05.001
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    References listed on IDEAS

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    1. Brown, Steven P & Stayman, Douglas M, 1992. "Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 34-51, June.
    2. Edell, Julie A & Burke, Marian Chapman, 1987. "The Power of Feelings in Understanding Advertising Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 421-433, December.
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    1. Paramonovs Sergejs & Ijevleva Ksenija, 2015. "The Role of Marketing Tools in the Improvement of Consumers Financial Literacy," Economics and Business, Sciendo, vol. 27(1), pages 40-45, August.
    2. Iovu Oana-Bianca, 2018. "The Attitude of Young People in Bucharest Regarding Taboo Topics in Advertising," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 57-67, July.
    3. Araceli Galiano-Coronil & Manuela Ortega-Gil & Belén Macías-Varela & Rafael Ravina-Ripoll, 2023. "An approach for analysing and segmenting messages about the SDGs on Twitter from the perspective of social marketing," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 635-658, September.

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