What Matters More—Breaking Tradition or Stereotype Content? Envious and Paternalistic Gender Stereotypes and Advertising Effectiveness

By Magdalena Zawisza, Marco Cinnirella. 2010

105 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/96d0b6c48ff15ba13aa1db00e2205da2f7a7b406

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. Julia Plagemann
2. Julia Sollwedel
3. Michelle L. Ceynar
4. Amani El-Alayli
5. Ashley A. Hansen-Brown
6. Martin Eisend
7. Linda D. Hollebeek
8. Jörg Matthes

In Marketing

1. Julia Plagemann
2. Julia Sollwedel
3. Martin Eisend
4. Benjamin K. Johnson
5. Susanna S. Lee
6. Celso Augusto de Matos
7. Holger Roschk
8. M. Hosseinpour

In Sociology and Political Science

1. Michelle L. Ceynar
2. Amani El-Alayli
3. Ashley A. Hansen-Brown
4. Martin Eisend
5. Benjamin K. Johnson
6. Susanna S. Lee
7. Celso Augusto de Matos
8. C. V. Rossi

Citations in the corpus

• Dancing Backwards in High Heels: Female Professors Experience More Work Demands and Special Favor Requests, Particularly from Academically Entitled Students (2018, background): “, businesswomen) are less effective than those portraying woman in traditional nurturing roles (e.g., housewives; Zawisza and Cinnirella 2010).”
• Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness (2014, background): “…content analyses have been conducted to investigate gender-role portrayals in advertising (for an overview, see Eisend 2010; Wolin 2003), and a variety of studies have examined the advertising effectiveness of stereotyped advertising (e.g., Whipple and Courtney 1985; Zawisza and Cinnirella 2010).”