Gender-specific marketing gains importance as women become more influential as consumers. The study investigated an efficiency of two approaches to gender-specific marketing: designing a stereotypically “feminine” product and priming an interdependent self-construal with an advertising scenario. Female participants (N=160) evaluated four advertisements for a soft drink with feminine/gender-neutral product design and independent/interdependent self-construal. The results demonstrated a significant positive effect of interdependent self-construal on the attitudes towards the ad. The effect of stereotypical product design was non-significant. These results suggest that indirect approach to gender-specific advertising via priming techniques may be more efficient than direct use of gender stereotypes
|Publication status||Published - 26 Jun 2014|
|Event||13th International Conferences on Research in Advertising, ICORIA 2014 - Amsterdam, Netherlands|
Duration: 26 Jun 2014 → 28 Jun 2014
Conference number: 13
|Conference||13th International Conferences on Research in Advertising, ICORIA 2014|
|Period||26/06/14 → 28/06/14|
Fenko, A., & Drost, W. (2014). A study in pink: What determines the success of gender-specific advertising?. Paper presented at 13th International Conferences on Research in Advertising, ICORIA 2014, Amsterdam, Netherlands.