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- Dahlén, Micael, et al.
(author)
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Think about it – can portrayals of homosexuality in advertising prime consumer-perceived social connectedness and empathy?
- 2017
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In: European Journal of Marketing. - : Emerald. - 0309-0566. ; 51:1, s. 82-98
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Journal article (peer-reviewed)abstract
- This paper aims to investigate whether portrayals of homosexuality in advertising can generate social effects in terms of consumer-perceived social connectedness and empathy. Design/methodology/approach: In three experimental studies, the effects of advertising portrayals of homosexuality were compared to advertising portrayals of heterosexuality. Study 1 uses a thought-listing exercise to explore whether portrayals of homosexuality (vs heterosexuality) can evoke more other-related thoughts and whether such portrayals affect consumer-perceived social connectedness and empathy. Study 2 replicates the findings while introducing attitudes toward homosexuality as a boundary condition and measuring traditional advertising effects. Study 3 replicates the findings while controlling for gender, perceived similarity and targetedness. Findings: The results show that portrayals of homosexuality in advertising can prime consumers to think about other people, thereby affecting them socially. In line with previous studies of portrayals of homosexuality in advertising, these effects are moderated by attitudes toward homosexuality. Research limitations/implications: This paper adds to a growing body of literature on the potentially positive extended effects of advertising. They also challenge some of the previous findings regarding homosexuality in advertising. Practical implications: The finding that portrayals of homosexuality in advertising can (at least, temporarily) affect consumers socially in terms of social connectedness and empathy should encourage marketers to explore the possibilities of creating advertising that benefits consumers and brands alike. Originality/value: The paper challenges the idea that the extended effects of advertising have to be negative. By showing how portrayals of homosexuality can increase social connectedness and empathy, it adds to the discussion of the advantages and disadvantages of advertising on a societal level.
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| 3. |
- Söderlund, Magnus, et al.
(author)
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The allure of the bottle as a package: an assessment of perceived effort in a packaging context
- 2017
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In: Journal of Product and Brand Management. - : Emerald. - 1061-0421. ; 26:1, s. 91-100
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Journal article (peer-reviewed)abstract
- This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling unobservable characteristics of an offer.Design/methodology/approachThree between-subjects experiments were conducted with soft drink bottles, which were subject to variation in perceived effort.FindingsThe results show that perceived effort was positively associated with overall evaluations. The results also show that the impact of perceived effort was mediated by product quality perceptions, which indicates that effort signals quality.Originality/valuePerceived effort has to date not been examined in the packaging literature. The present findings thus imply that models of packaging characteristics and their impact on consumers would benefit from including the effort aspect.
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| 4. |
- Åkestam, Nina, et al.
(author)
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Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects
- 2017
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In: Psychology and Marketing. - : Wiley: 24 months. - 0742-6046. ; 34:8, s. 795-806
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Journal article (peer-reviewed)abstract
- This paper investigates the impact of femvertising (female empowerment advertising). More specifically, it hypothesizes that femvertising (vs. traditional portrayals of females in advertising) will reduce ad reactance among a female target audience, and that this in turn will enhance ad and brand attitudes. The results of three experimental studies indicate that this is indeed the case, and that the results hold across print and digital media, for five different product categories, and for femvertising focusing on challenging female stereotypes in terms of physical characteristics as well as the roles and occupations used to portray women in advertising. Although previous studies of the effects of female portrayals tend to focus on social comparison and self-identity, the current paper considers the role of psychological reactance to (more or less) stereotypical portrayals in explaining these effects. The results suggest that marketers have much to gain from adapting a more proactive and mindful approach to the female portrayals they use in their ads. © 2017 Wiley Periodicals, Inc.
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| 5. |
- Åkestam, Nina
(author)
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Caring for her: the influence of presumed influence on female consumers’ attitudes towards advertising featuring gender-stereotyped portrayals
- 2018
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In: International Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles / Wiley: No OnlineOpen. - 0265-0487 .- 0265-0487 .- 1759-3948. ; 37:6, s. 871-892
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Journal article (peer-reviewed)abstract
- This study investigates how presumed influence on others affects women’s evaluations of advertising featuring gender stereotypes. Previous research has largely overlooked the social context of the reactions to gender stereotypes. Addressing that gap, this study draws on the influence of presumed influence model to proposed that female consumers believe that other women are negatively affected by advertising that contains gender-stereotyped portrayals. This perception is hypothesized to influence ad and brand attitudes as consumers ‘punish’ the brand for hurting others. The results of two experimental studies featuring stereotyped and nonstereotyped advertising portrayals indicate that the hypothesis holds for two types of stereotype components (physical characteristics and role behaviour). This new theoretical perspective to the literature on gender stereotypes in advertising, one that helps to explain why many women dislike gender stereotypes in advertising even though those stereotypes often have limited impact on them personally.
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| 6. |
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| 7. |
- Åkestam, Nina
(author)
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Feministfällan
- 2018
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Book (other academic/artistic)
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| 8. |
- Åkestam, Nina, et al.
(author)
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Gender stereotypes in advertising have negative cross-gender effects
- 2021
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In: European Journal of Marketing. - : Emerald. - 1758-7123 .- 0309-0566. ; 55:13, s. 63-93
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Journal article (peer-reviewed)abstract
- Purpose: This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender. Design/methodology/approach: In two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped portrayals) across gender are compared. Findings: The results show that advertising portrayals of women and men have a presumed negative influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects across model and participant gender, and for gender stereotypes in terms of physical characteristics and roles. Research limitations/implications: Whereas previous studies have focused on reactions of women to female stereotypes, the current paper suggests that women and men alike react negatively to stereotyped portrayals of other genders. Practical implications: The results indicate that marketers can benefit from adapting a more mindful approach to the portrayals of gender used in advertising. Originality/value: The addition of a cross-gender perspective to the literature on gender stereotypes in advertising is a key contribution to this literature.
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