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

Anna Fenko; Willemijn Drost

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

Anna Fenko
, Willemijn Drost

Faculty of Behavioural, Management and Social Sciences

Research output: Contribution to conference › Paper › peer-review

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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 language	English
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

Conference	13th International Conferences on Research in Advertising, ICORIA 2014
Abbreviated title	ICORIA
Country/Territory	Netherlands
City	Amsterdam
Period	26/06/14 → 28/06/14

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 5 Gender Equality

Keywords

IR-91746
METIS-305018

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study

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title = "A study in pink: What determines the success of gender-specific advertising?",

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 {\textquotedblleft}feminine{\textquotedblright} 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",

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AU - Fenko, Anna

AU - Drost, Willemijn

N1 - Conference code: 13

PY - 2014/6/26

Y1 - 2014/6/26

N2 - 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

AB - 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

KW - IR-91746

KW - METIS-305018

M3 - Paper

Y2 - 26 June 2014 through 28 June 2014

ER -

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

Abstract

Conference

UN SDGs

Keywords

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