The Influence of Gender-Neutral Advertising on Digital Consumers' Advertising Attitudes

Abstract

Gender-neutral advertising has become an important approach in terms of digital consumers, shifting from traditional stereotyped values towards the inclusiveness of both genders. To examine the influence of gender-neutral advertising on digital consumers, the authors measured the attitude towards gender-neutral and gender-stereotyped advertisements. To this end, a questionnaire and within-study design were employed to gather responses to three advertisements of both types from the prevailing industries. Digital consumers showed a significantly higher advertising attitude score for gender-neutral advertisements. The results have important implications for marketers and researchers since gender-neutral advertising has become the prevailing form of gaining favourable impacts with digital consumers.