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Author:
Akestam, Nina
;
Rosengren, Sara
;
Dahlen, Micael
;
Liljedal, Karina T.
;
Berg, Hanna
Title:
Gender stereotypes in advertising have negative cross-gender effects.
Full Text:
Journal:
European journal of marketing
, 55/2021/13, S. 63-93.
Language:
english
Publication Year:
2021
Publication Type:
research report; periodical article
Descriptors:
old person
;
influence
;
influential variable
;
attitude
;
appearance
;
adult
;
experiment
;
gender
;
gender representation
;
gender role
;
gender difference
;
adolescent
;
young adult
;
consumer
;
consumer behaviour
;
brand awareness
;
brand
;
marketing
;
media market research
;
psychology
;
quantitative research
;
written survey
;
stereotype
;
perception
;
advertising effect
;
advertising