An exploratory study of the effect of sex role stereotyping on attitudes toward magazine advertisements
- 204 Downloads
In this study, sex role portrayals were manipulated in an advertisement created for the study. The roles used were professional and housewife. One hundred one respondents chosen from several southwest towns were exposed to either the professional version of the ad or the housewife version, and were asked to evaluate the ad on a semantic differential scale. One of the items in the scale was an evaluation of the role of the individual in the ad, and was used in a manipulation check. The result of the ad evaluations indicated significantly higher scores for the professional version of the ad than for the housewife version.
KeywordsManipulation Check Mediational Role Brand Attitude Brand Choice Semantic Differential Scale
Unable to display preview. Download preview PDF.
- Dominick, Joseph and G. Rausch. 1972. “The Image of Women in Network T. V. Commercials.”Journal of Broadcasting 16 (Summer): 259–65.Google Scholar
- Rossiter, John and L. Percy. 1978. “Visual Imaging Ability as a Mediator of Advertising Response.” InAdvances in Consumer Research. Ed. Keith Hunt, 621–29. Ann Arbor: Association for Consumer Research.Google Scholar
- Schein, Virginia. 1973. “The Relationship Between Sex Role Stereotypes and Requisite Managerial Characteristics.”Journal of Applied Psychology 57 (Apr.): 95–100.Google Scholar
- Shimp, Terence. 1981. “Attitude Toward the Ad as a Mediator of Consumer Brand Choice.”Journal of Advertising 10 (June): 9–15.Google Scholar
- Whipple, Thomas and A. Courtney. 1980. “How to Portray Women in T.V. Commercials.”Journal of Advertising Research 20 (Apr.): 53–60.Google Scholar