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The Effects of Gender Egalitarian Appeals in Advertisements on American Consumers

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Advances in Advertising Research (Vol. VI)

Part of the book series: European Advertising Academy ((EAA))

Abstract

Fiske and Taylor (1991, p. 21) note that sex ranks alongside age as a “universal dimension for differentiating people.” Differentiation of the sexes occurs by assigning differing and non-overlapping traits and roles to the two genders. Perhaps nothing has transformed women’s lives in the last century more than the gender revolution. The empowerment of women has helped to redefine courtship, marriage, child-rearing and the role of women in the workforce (Fischer, 2013). Yet, some are beginning to question whether gender equality in the United States has stalled in recent years.

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Author information

Authors and Affiliations

  1. San Diego State University, San Diego, USA

    Prof.Dr. Barbara Mueller

  2. Alpen-Adria Universität Klagenfurt, Klagenfurt, Austria

    a.o. Univ.-Prof. Dr. Sandra Diehl & Univ.-Prof. Dr. Ralf Terlutter

Authors
  1. Prof.Dr. Barbara Mueller
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  2. a.o. Univ.-Prof. Dr. Sandra Diehl
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  3. Univ.-Prof. Dr. Ralf Terlutter
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Corresponding author

Correspondence to Barbara Mueller .

Editor information

Editors and Affiliations

  1. Department of Marketing, Vrije Universiteit, Amsterdam, The Netherlands

    Peeter Verlegh

  2. ASCoR, University of Amsterdam, Amsterdam, The Netherlands

    Hilde Voorveld

  3. Lehrstuhl für BWL, insb. Internationales Marketing, Europa-Universität Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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Mueller, B., Diehl, S., Terlutter, R. (2016). The Effects of Gender Egalitarian Appeals in Advertisements on American Consumers. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_13

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