A study in pink: What determines the success of gender-specific advertising?

Anna Fenko, Willemijn Drost

Research output: Contribution to conferencePaper

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Abstract

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
Original languageEnglish
Publication statusPublished - 26 Jun 2014
Event13th International Conferences on Research in Advertising, ICORIA 2014 - Amsterdam, Netherlands
Duration: 26 Jun 201428 Jun 2014
Conference number: 13

Conference

Conference13th International Conferences on Research in Advertising, ICORIA 2014
Abbreviated titleICORIA
CountryNetherlands
CityAmsterdam
Period26/06/1428/06/14

Keywords

  • IR-91746
  • METIS-305018

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    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.