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Cross-cultural sexism and the effectiveness of gender (non)traditional advertising: A comparison of purchase intentions in Poland, South Africa, and the United Kingdom

Cross-cultural sexism and the effectiveness of gender (non)traditional advertising: A comparison of purchase intentions in Poland, South Africa, and the United Kingdom

Zawisza, Magdalena, Luyt, Russell, Zawadzka, Anna Maria and Buczny, Jacek (2018) Cross-cultural sexism and the effectiveness of gender (non)traditional advertising: A comparison of purchase intentions in Poland, South Africa, and the United Kingdom. Sex Roles, 79 (11–12). pp. 738-751. ISSN 0360-0025 (Print), 1573-2762 (Online) (doi:https://doi.org/10.1007/s11199-018-0906-8)

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Abstract

Findings regarding the effectiveness of (non)traditionally gendered advertisements are mixed and largely emanate from the United States. We tested the stereotype content model and ambivalent sexism theory cross-nationally in an advertising context and predicted that paternalistic (vs. envious) female stereotypes will trigger higher purchase intent (PI) irrespective of country (Hypothesis 1), viewers’ benevolent sexism will positively predict PI for paternalistic housewife advertisements (Hypothesis 2a), viewers’ hostile sexism will negatively predict PI for envious businesswoman advertisements (Hypothesis 2b), and these relationships with sexism will be confined to less gender egalitarian countries (i.e., Poland and South Africa) (Hypothesis 3). Statistical analyses of data from 468 Polish, South African, and British university students supported Hypothesis 1 and partially supported Hypotheses 2 and 3. The predicted patterns held for South Africa, but in Poland, viewers’ benevolence positively predicted PI for both advertisement types, with the exception of highly hostile women. British viewers’ hostility positively predicted PI for the housewife advertisement. Our findings support the cross-cultural applicability of the stereotype content model to advertising and suggest that the predictive role of sexism changes depending on its type, advertisement type, country, and gender. We recommend that advertisers should adopt a nuanced approach in predicting the effectiveness of gendered advertisements.

Item Type: Article
Uncontrolled Keywords: advertising; cross-cultural; cross-national; gender portrayal; gender roles; sexism; stereotype content
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Faculty / Department / Research Group: Faculty of Education & Health
Faculty of Education & Health > Applied Psychology Research Group
Faculty of Education & Health > Department of Psychology, Social Work & Counselling
Last Modified: 09 May 2019 13:23
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: GREAT a
Selected for GREAT 2019: GREAT 1
URI: http://gala.gre.ac.uk/id/eprint/18536

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