Effects of nonstereotyped occupational gender role portrayal in advertising: How showing women in male-stereotyped job roles sends positive signals about brands

Stereotyped occupational gender-role portrayals still are used frequently in advertising. Despite this, no previous research has examined their effects.
Liljedal, Berg, and Dahlen

MANAGEMENT SLANT

  • Nonstereotyped occupational gender-role portrayals in advertising have positive effects on attitudes toward the advertisement and the brand, perceived product quality, and social connectedness.
  • The findings suggest that advertisers may use nonstereotyped occupational gender-role portrayals to achieve signaling effects, in line with how consumers make inferences about brands and their offerings on the basis of how they advertise.
  • Social connectedness, in turn, has a positive impact on attitudes toward the advertisement and the brand, which lends support to the growing interest in how advertising simultaneously may have a positive impact on...

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