A meta-analysis of gender roles in advertising

By Martin Eisend. 2010

436 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/056e012f9f5c0da6ec0e26f0b552afb9fbefb641

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Citations in the corpus

Do Mass Mediated Stereotypes Harm Members of Negatively Stereotyped Groups? A Meta-Analytical Review on Media-Generated Stereotype Threat and Stereotype Lift (2017, background): “Regarding women in advertising, a metaanalytic study showed that women are much more likely than men to be presented as product users, rather than authorities (Eisend, 2010).”
A longitudinal content analysis of gender role portrayal in Belgian television advertising (2016, background): “Our findings contradict the results from Eisend’s (2010) meta-analysis on gender stereotypes in advertising. His study provides evidence for the mirror argument, stating that advertising reflects underlying societal evolutions. Gender stereotypes are thus expected to evolve in accordance with changi”
How consumers' values influence responses to male and female gender role stereotyping in advertising (2018, methodology): “Concretely, the meta-analysis of Eisend (2010) shows that the odds that women are presented in advertising at home/in a domestic environment (vs. at work) is about 3.5 times the odds for men.”
Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness (2014, methodology): “Each of these variables was coded with two values following the procedure that was used by Eisend (2010).”
Technology readiness: a meta-analysis of conceptualizations of the construct and its impact on technology usage (2019, background): “Thus, various meta-analyses have considered the influence of country characteristics on customer behavior (e.g., Auer and Papies 2019; Carrillat et al. 2018; Eisend 2010; Pick and Eisend 2014, 2016).”
Gender stereotypes in advertising: a review of current research (2016, background): “Eisend (2010) set out to explore the degree of gender stereotyping as well as any changes over the years.”