Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how gender stereotypes in advertising affect viewers of both genders, discovering that these portrayals can create negative cross-gender effects that impact brand perception.

Topics covered:   

• [01:00] "Gender Stereotypes in Advertising Have Negative Cross Gender Effects"
• [02:00] Male reactions to gender stereotypes in ads
• [04:35] How stereotypes affect the opposite gender
• [06:10] The influence of presumed influence
• [07:25] Role-based vs. physical stereotypes
• [09:15] Sex appeal vs. stereotypes in advertising 

 





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Resources: 
Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K. T., & Berg, H. (2021). Gender stereotypes in advertising have negative cross-gender effects. European Journal of Marketing, 55(13), 63-93. https://doi.org/10.1108/EJM-02-2019-0125 
 

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