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Gender Contamination in Indian Automobile Advertisements

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  • Namrata Sandhu
  • Dilpreet Singh

Abstract

Datsun Go surely and boldly disturbed the prevailing gender order in automobile advertisements by airing a series of ‘women only’ automobile advertisements on Indian television channels. This study uncovers the phenomenological response of men to this supposed gender contamination of a male-gendered product. The study captures the change in participants’ construction of gender identity meanings of the car and its purchase probability in response to exposure to differently gendered advertisements of the car. Results indicate the significant impact of gender signals in advertisements on the viewers’ perception of the gender identity meanings of the car. The study also provides evidence of male acceptance of gender bending in automobiles. Managerial implications and theoretical contributions are discussed.

Suggested Citation

  • Namrata Sandhu & Dilpreet Singh, 2017. "Gender Contamination in Indian Automobile Advertisements," Paradigm, , vol. 21(2), pages 139-155, December.
    • Handle: RePEc:sae:padigm:v:21:y:2017:i:2:p:139-155
    DOI: 10.1177/0971890717736212
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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.
    2. Avery, Jill, 2012. "Defending the markers of masculinity: Consumer resistance to brand gender-bending," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 322-336.
    3. 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.
    4. 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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