2009 Student Research Conference:
22nd Annual Student Research Conference

The Effects of Sexism on Females' Reactions to Stereotyped and Counter-Stereotyped Advertisements
Kristel N. Givogue
Dr. Judith M. Misale, Faculty Mentor

This study investigated females' reactions to sex role stereotyping in advertisements to discover whether women today are more sensitive to the discrimination in sex-stereotyped advertisements than their counterparts in the past and if their purchasing behaviors are consistent with their attitudes. The Modern Sexism Scale (Swim, Aikin, Hall, & Hunter, 1995) examined how sexist attitudes mediate women's reactions to such advertisements. Two hundred fifty-two undergraduate women viewed one of four print advertisements, featuring a female or a male in either a sex-stereotyped or counter-stereotyped portrayal and completed a packet which contained survey items measuring target variables along with several filler items. Overall, results suggest little has changed over the years in terms of women's response to sex-stereotyped advertising. Although participants' group means denied they would purchase the products they saw advertised, they still indicated a stronger willingness to purchase female sex-stereotyped products than any other category.

Keywords: stereotypes, gender roles, advertising, Modern Sexism


Presentation Type: Poster

Session: 3-9
Location: PML
Time: 4:15

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