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Impact of Gender Cues in Advertisements on Perceived Gender Identity Meanings of the Advertised Product

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  • Namrata Sandhu

Abstract

The study investigates the phenomenological impact of gender cues in advertisements on the perceived gender identity meanings of the advertised product. The study utilizes a randomly assigned participants design that exposes three separate groups of participants to differently gendered advertisements of the same product and captures the distinction in the participants’ construction of the gender identity meanings of the advertised product under experimental conditions. Results establish the significant influence of gender cues in advertisements on the perceived gender identity meanings of the advertised product. Results also underscore the difference in the perceptions of men and women under the same stimulus. Theoretical contributions and implications for marketers are discussed.

Suggested Citation

  • Namrata Sandhu, 2018. "Impact of Gender Cues in Advertisements on Perceived Gender Identity Meanings of the Advertised Product," FIIB Business Review, , vol. 7(4), pages 293-303, December.
    • Handle: RePEc:sae:fbbsrw:v:7:y:2018:i:4:p:293-303
    DOI: 10.1177/2319714518805829
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    References listed on IDEAS

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    1. Abid Ali & Dileep Kumar & Muhammad Haroon Hafeez & Bushra Ghufran, 2012. "Gender Role Portrayal in Television Advertisement: Evidence from Pakistan," Information Management and Business Review, AMH International, vol. 4(6), pages 340-351.
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    3. Abdul Latif & Anwar Ali Shah G Syed & Ali Hassan Halepoto & Muhammad Suhail Nazar & Faiz M Shaikh, 2012. "Advertising Effectiveness on Brand Judgment and Consumer Preference in Purchasing Decision in Pakistan," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 2(1), pages 9-13.
    4. Tuncay, Linda & Otnes, Cele C., 2008. "The Use of Persuasion Management Strategies by Identity-Vulnerable Consumers: The Case of Urban Heterosexual Male Shoppers," Journal of Retailing, Elsevier, vol. 84(4), pages 487-499.
    5. Abdul Latif & Anwar Ali Shah G. Syed & Ali Hassan Halepoto & Muhammad Suhail Nazar & Faiz M. Shaikh, 2012. "Advertising Effectiveness on Brand Judgment and Consumer Preference in Purchasing Decision in Pakistan," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 2(1), pages 9-13, January.
    6. Namrata Sandhu, 2017. "Consumer Response to Brand Gender Bending: An Integrated Review and Future Research Agenda," Business Perspectives and Research, , vol. 5(2), pages 151-166, July.
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    Cited by:

    1. Sunil Barthwal, 2024. "Gender Portrayals and Perceptions in the New Age Society of India," Indian Journal of Gender Studies, Centre for Women's Development Studies, vol. 31(1), pages 102-121, February.

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