The effect of non-stereotypical gender role advertising on consumer evaluation

By Kyounghee Chu, Doo-hee Lee, Ji Yoon Kim. 2016

115 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing

View Paper: https://www.semanticscholar.org/paper/8f7181d714cc90ab5b7e20adb46ad4ff5dee0ca7

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Stacy Landreth Grau
2. Y. Zotos

In Marketing

1. Stacy Landreth Grau
2. Y. Zotos

Citations in the corpus

• Gender stereotypes in advertising: a review of current research (2016, background): “Chu, Lee, and Kim (2016) examined ‘non-stereotypical gender role representation’ (NSGR) and found that consumers do see this advertising in a positive light.”