A study in pink: What determines the success of gender-specific advertising? (original) (raw)

Abstract

ABSTRACT Gender-specific marketing gains importance as women become more influential as consumers. The study investigated an efficiency of two approaches to gender-specific marketing: designing a stereotypically "feminine" product and priming an interdependent self-construal with an advertising scenario. Female participants (N=160) evaluated four advertisements for a soft drink with feminine/gender-neutral product design and independent/interdependent self-construal. The results demonstrated a significant positive effect of interdependent self-construal on the attitudes towards the ad. The effect of stereotypical product design was non-significant. These results suggest that indirect approach to gender-specific advertising via priming techniques may be more efficient than direct use of gender stereotypes. NOTE: Not qualified for the best paper award.

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