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The Influence of Gender-Neutral Advertising on Digital Consumers' Advertising Attitudes
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Author(s): Tina Tomažič (Faculty of Electrical Engineering and Computer Science, Slovenia), Karmen Blažević (Faculty of Electrical Engineering and Computer Science, Slovenia)and Jani Pavlič (Faculty of Electrical Engineering and Computer Science, Slovenia)
Copyright: 2023
Pages: 15
Source title:
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch001
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Abstract
Gender-neutral advertising has become an important approach in terms of digital consumers, shifting from traditional stereotyped values towards the inclusiveness of both genders. To examine the influence of gender-neutral advertising on digital consumers, the authors measured the attitude towards gender-neutral and gender-stereotyped advertisements. To this end, a questionnaire and within-study design were employed to gather responses to three advertisements of both types from the prevailing industries. Digital consumers showed a significantly higher advertising attitude score for gender-neutral advertisements. The results have important implications for marketers and researchers since gender-neutral advertising has become the prevailing form of gaining favourable impacts with digital consumers.
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