The Role of Gender Ideology in Consumers’ Reception of Ads Featuring Stay-at-home Dads-Reference-Cited by-同舟云学术

The Role of Gender Ideology in Consumers’ Reception of Ads Featuring Stay-at-home Dads

Published:2020-09-29 Issue:1 Volume:42 Page:49-61
ISSN:1064-1734
Container-title:Journal of Current Issues & Research in Advertising
language:en
Short-container-title:Journal of Current Issues & Research in Advertising

Author:

Gangadharbatla Harsha¹,Khedekar Deepti²

Affiliation:

1. Advertising, Public Relations and Media Design, College of Media, Communication and Information, University of Colorado, Boulder, Colorado, USA;

2. Department of Communication, University of Colorado, Boulder, Colorado, USA

Funder

American Academy of Advertising

Publisher

Informa UK Limited

Subject

Marketing

Link

https://www.tandfonline.com/doi/pdf/10.1080/10641734.2020.1781713

Reference45 articles.

1. The Self-Regulation of Attitudes, Intentions, and Behavior

2. Ads aimed at dads: exploring consumers’ reactions towards advertising that conforms and challenges traditional gender role ideologies

3. Bond, Casey. 2018. “Marriages with Female Breadwinners Still Struggle. Here’s How to Make It Work.” Huffington Post. Accessed October 1, 2018. https://www.huffpost.com/entry/female-breadwinners-marriage_n_5b3ef51fe4b09e4a8b2b780c

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