Advertising preferences when presented with various ad stimuli: the impact of stereotypical versus non-stereotypical advertising

Author

Jodi L. Bremer, University of Wisconsin-Madison

Periodical Title

Modern Psychological Studies

Volume

2

Number

2

Page Numbers

pages 9-12

Department

Dept. of Psychology

Publisher

University of Tennessee at Chattanooga

Place of Publication

Chattanooga (Tenn.)

Date

1994

Abstract

Past research has shown that the preferences for different types of advertising shift as social attitudes change. Whereas in the past people preferred advertising portraying men and women in gender-stereotypical roles, today's more liberal social attitudes seem to reflect a trend for people to prefer ads depicting those men and women in non-stereotypical gender roles. In the current study, 30 university students were tested for their preferences among stereotypical, nonstereotypical and neutral ads. Stimuli were 30 magazine advertisements, 10 each of the three types of ads, rated on a five point like-dislike scale, with higher scores reflecting greater ad appeal. Evidence was found such that subjects significantly preferred advertisements that were nonstereotypical over neutral and stereotypical ads F (2, 28) = 31.402, p <.001.

Subject

Psychology

Discipline

Psychology

Document Type

article

DCMI Type

Text

Extent

4 leaves

Language

English

Call Number

BF1 .M63 v. 2 no. 2 1994

Rights

http://rightsstatements.org/vocab/InC/1.0/

Recommended Citation

Bremer, Jodi L. (1994) "Advertising preferences when presented with various ad stimuli: the impact of stereotypical versus non-stereotypical advertising," Modern Psychological Studies: Vol. 2: No. 2, Article 3.
Available at: https://scholar.utc.edu/mps/vol2/iss2/3