Purpose

This study explores the effect of gender stereotyping and issue advocacy on consumer sentiment toward advertising and brands.

Design/methodology/approach

Drawing from the literature, the study hypothesizes about the impact of gender stereotyping and consumer advocacy on consumer sentiment. A behavioral experiment tests the hypotheses and provides support for the main conclusions.

Findings

Results indicate that issue advocacy can cancel the negative effect of traditional female stereotyping. The results also show that demographics are not necessarily the reason why a person favors or condemns stereotyping and advertising; on the contrary, any reaction is far more linked to personal disposition.

Practical implications

The findings of this research have implications for marketing and advertising practice. While the use of issue advocacy is currently trending up, there is still a lack of understanding about its effect on consumers. Gender stereotyping is also being frequently used, but has caused huge backlashes in recent ad campaigns. Marketing and advertising managers can use insights from this research to shape advertising messages that use these two stimuli in order to enable a brand to better connect with its audience and achieve a more desirable outcome.

Originality/value

The paper contributes to the academic discussion about the effectiveness of using gender stereotyping and issue advocacy to drive advertising outcomes. It challenges the idea that the combination of these two advertising approaches is either detrimental or beneficial to the brand.

中文翻译：

---

性别刻板印象和议题倡导对消费者情绪的影响

目的

本研究探讨了性别刻板印象和问题倡导对消费者对广告和品牌的看法的影响。

设计/方法/方法

根据文献，该研究假设性别刻板印象和消费者拥护对消费者情绪的影响。行为实验测试假设并为主要结论提供支持。

发现

结果表明，议题倡导可以抵消传统女性刻板印象的负面影响。结果还表明，人口统计并不一定是一个人赞成或谴责陈规定型观念和广告的原因；相反，任何反应都与个人性格有关。

实际影响

这项研究的结果对营销和广告实践有影响。虽然问题倡导的使用目前呈上升趋势，但对其对消费者的影响仍然缺乏了解。性别刻板印象也经常被使用，但在最近的广告活动中引起了巨大的反弹。营销和广告经理可以利用这项研究的见解来塑造使用这两种刺激的广告信息，以使品牌能够更好地与其受众建立联系并实现更理想的结果。

原创性/价值

该论文有助于关于使用性别刻板印象和问题倡导来推动广告结果的有效性的学术讨论。它挑战了将这两种广告方法结合起来对品牌有害或有益的观点。