Gender stereotypes in advertising have negative cross-gender effects

Abstract

Purpose This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female portrayals should hold across gender portrayal and target audience gender. Design/methodology/approach In two experimental studies, the effects of stereotyped portrayals (vs non-stereotyped portrayals) across gender are compared. Findings The results show that advertising portrayals of women and men have a presumed negative influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects across model and participant gender, and for gender stereotypes in terms of physical characteristics and roles. Research limitations/implications Whereas previous studies have focused on reactions of women to female stereotypes, the current paper suggests that women and men alike react negatively to stereotyped portrayals of other genders. Practical implications The results indicate that marketers can benefit from adapting a more mindful approach to the portrayals of gender used in advertising. Originality/value The addition of a cross-gender perspective to the literature on gender stereotypes in advertising is a key contribution to this literature.