The influence of gender stereotyping and issue advocacy in advertising on consumer sentiment
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | https://hdl.handle.net/10438/29397 |
Resumo: | The purpose of this thesis is to explore the effect of the stimuli gender stereotyping and issue advocacy on consumer sentiment towards advertising and brand. In an experimental study, consumer groups are exposed to the two stimuli “gender stereotyping” and “issue advocacy” to understand their effect on consumers’ sentiment. The results indicate that issue advocacy can lift the negative effect of traditional female stereotyping. They further show that demographics are not necessarily the reason why a person favors or condemns stereotyping as well as advertising. On the contrary, it is far more linked to the personal disposition. The findings might encourage marketers to create advertising that allows the brand to connect better with its audience. While issue advocacy is currently trending, there has not been a lot of research on its effect on consumers. On contrary, gender stereotyping is frequently used, but has caused huge backlashes in recent ad campaigns. Thus, the paper hopes to enable marketers to better use these stimuli in order to achieve their desired outcome. The paper adds to the discussion of the use of stereotyping in advertising as well as the use of issue advocacy. It challenges the idea, whether brand-unrelated issue advocacy advertising and gender stereotyping is harmful for a brand. |
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Lucka, Nina SisselEscolas::EBAPEMachado, FernandoZanini, Marco Túlio FundãoKalogirou, FaniCaldieraro, Fabio2020-07-06T12:19:12Z2020-07-06T12:19:12Z2020-06-29https://hdl.handle.net/10438/29397The purpose of this thesis is to explore the effect of the stimuli gender stereotyping and issue advocacy on consumer sentiment towards advertising and brand. In an experimental study, consumer groups are exposed to the two stimuli “gender stereotyping” and “issue advocacy” to understand their effect on consumers’ sentiment. The results indicate that issue advocacy can lift the negative effect of traditional female stereotyping. They further show that demographics are not necessarily the reason why a person favors or condemns stereotyping as well as advertising. On the contrary, it is far more linked to the personal disposition. The findings might encourage marketers to create advertising that allows the brand to connect better with its audience. While issue advocacy is currently trending, there has not been a lot of research on its effect on consumers. On contrary, gender stereotyping is frequently used, but has caused huge backlashes in recent ad campaigns. Thus, the paper hopes to enable marketers to better use these stimuli in order to achieve their desired outcome. The paper adds to the discussion of the use of stereotyping in advertising as well as the use of issue advocacy. It challenges the idea, whether brand-unrelated issue advocacy advertising and gender stereotyping is harmful for a brand.O objetivo desta monografia é explorar o efeito dos estímulos estereotipados por gênero e emitir advocacia no sentimento do consumidor em relação à publicidade e marca. Em um estudo experimental, consumidores são expostos aos dois estímulos "estereotipagem de gênero" e "defesa de questões" para entender seu efeito no sentimento dos consumidores. Os resultados indicam que a defesa de questões pode elevar o efeito negativo dos estereótipos femininos tradicionais. A demografia não é necessariamente a razão pela qual uma pessoa favorece ou condena os estereótipos e a publicidade. Está muito mais ligado à disposição pessoal. As descobertas podem incentivar os profissionais de marketing a criar publicidade que permita que a marca se conecte melhor com seu público. Embora a defesa de questões esteja em alta atualmente, não há muita pesquisa sobre seu efeito sobre os consumidores. Os estereótipos de gênero são usados com frequência, mas causaram grandes reações nas campanhas publicitárias recentes. O artigo espera permitir que os profissionais de marketing usem esses estímulos para alcançar o resultado desejado. O artigo adiciona o uso de estereótipos na publicidade, bem como o uso da defesa de questões. Isso desafia a ideia de se a publicidade de advocacia de questões não relacionadas à marca e os estereótipos de gênero são prejudiciais para uma marca.engStereotypingIssue advocacyConsumer sentimentAdvertising effectCredibilityAttitudePersuasivenessGender stereotypingFemvertisingBrand sentimentAdvertising sentimentEstereotipagemDefesa de questõesEfeito publicitário sobre a marcaSentimento do consumidorAdministração de empresasPropaganda - Aspectos sociaisMarca de produtos - Marketing - Aspectos sociaisComportamento do consumidor - Aspectos sociaisPublicidade - Aspectos psicológicosThe influence of gender stereotyping and issue advocacy in advertising on consumer sentimentinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis2020-06-29reponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessTEXTThesis.pdf.txtThesis.pdf.txtExtracted 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dc.title.eng.fl_str_mv |
The influence of gender stereotyping and issue advocacy in advertising on consumer sentiment |
title |
The influence of gender stereotyping and issue advocacy in advertising on consumer sentiment |
spellingShingle |
The influence of gender stereotyping and issue advocacy in advertising on consumer sentiment Lucka, Nina Sissel Stereotyping Issue advocacy Consumer sentiment Advertising effect Credibility Attitude Persuasiveness Gender stereotyping Femvertising Brand sentiment Advertising sentiment Estereotipagem Defesa de questões Efeito publicitário sobre a marca Sentimento do consumidor Administração de empresas Propaganda - Aspectos sociais Marca de produtos - Marketing - Aspectos sociais Comportamento do consumidor - Aspectos sociais Publicidade - Aspectos psicológicos |
title_short |
The influence of gender stereotyping and issue advocacy in advertising on consumer sentiment |
title_full |
The influence of gender stereotyping and issue advocacy in advertising on consumer sentiment |
title_fullStr |
The influence of gender stereotyping and issue advocacy in advertising on consumer sentiment |
title_full_unstemmed |
The influence of gender stereotyping and issue advocacy in advertising on consumer sentiment |
title_sort |
The influence of gender stereotyping and issue advocacy in advertising on consumer sentiment |
author |
Lucka, Nina Sissel |
author_facet |
Lucka, Nina Sissel |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EBAPE |
dc.contributor.member.none.fl_str_mv |
Machado, Fernando Zanini, Marco Túlio Fundão Kalogirou, Fani |
dc.contributor.author.fl_str_mv |
Lucka, Nina Sissel |
dc.contributor.advisor1.fl_str_mv |
Caldieraro, Fabio |
contributor_str_mv |
Caldieraro, Fabio |
dc.subject.eng.fl_str_mv |
Stereotyping Issue advocacy Consumer sentiment Advertising effect Credibility Attitude Persuasiveness Gender stereotyping Femvertising Brand sentiment Advertising sentiment |
topic |
Stereotyping Issue advocacy Consumer sentiment Advertising effect Credibility Attitude Persuasiveness Gender stereotyping Femvertising Brand sentiment Advertising sentiment Estereotipagem Defesa de questões Efeito publicitário sobre a marca Sentimento do consumidor Administração de empresas Propaganda - Aspectos sociais Marca de produtos - Marketing - Aspectos sociais Comportamento do consumidor - Aspectos sociais Publicidade - Aspectos psicológicos |
dc.subject.por.fl_str_mv |
Estereotipagem Defesa de questões Efeito publicitário sobre a marca Sentimento do consumidor |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Propaganda - Aspectos sociais Marca de produtos - Marketing - Aspectos sociais Comportamento do consumidor - Aspectos sociais Publicidade - Aspectos psicológicos |
description |
The purpose of this thesis is to explore the effect of the stimuli gender stereotyping and issue advocacy on consumer sentiment towards advertising and brand. In an experimental study, consumer groups are exposed to the two stimuli “gender stereotyping” and “issue advocacy” to understand their effect on consumers’ sentiment. The results indicate that issue advocacy can lift the negative effect of traditional female stereotyping. They further show that demographics are not necessarily the reason why a person favors or condemns stereotyping as well as advertising. On the contrary, it is far more linked to the personal disposition. The findings might encourage marketers to create advertising that allows the brand to connect better with its audience. While issue advocacy is currently trending, there has not been a lot of research on its effect on consumers. On contrary, gender stereotyping is frequently used, but has caused huge backlashes in recent ad campaigns. Thus, the paper hopes to enable marketers to better use these stimuli in order to achieve their desired outcome. The paper adds to the discussion of the use of stereotyping in advertising as well as the use of issue advocacy. It challenges the idea, whether brand-unrelated issue advocacy advertising and gender stereotyping is harmful for a brand. |
publishDate |
2020 |
dc.date.accessioned.fl_str_mv |
2020-07-06T12:19:12Z |
dc.date.available.fl_str_mv |
2020-07-06T12:19:12Z |
dc.date.issued.fl_str_mv |
2020-06-29 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/10438/29397 |
url |
https://hdl.handle.net/10438/29397 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
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bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
|
_version_ |
1810023791102787584 |