NEW SSE DISSERTATION
Nina Åkestam - Understanding Advertising Stereotypes : Social and Brand-Related Effects of Stereotyped versus Non-Stereotyped Portrayals in Advertising
''This thesis examines consumer responses to stereotyped and non-stereotyped portrayals in advertising. More specifically, it investigates the impact of stereotyped versus non-stereotyped portrayals in terms of gender, ethnicity, and sexual orientation on social effects, such as social connectedness and empathy, and brand-related effects, such as ad attitudes, brand attitudes, and purchase intentions. While most advertising portrayals are to some extent stereotyped, non-stereotyped portrayals have grown in popularity in the past decade. Still, advertising research has rarely compared the effects of these different portrayals. The studies that have typically focus on social effects or brand-related effects, and do not study them simultaneously. This dissertation thus contributes to the advertising literature by comparing effects of stereotyped and non-stereotyped portrayals, and by connecting social effects to brand-related effects.''
Nina Åkestam is a researcher at the Center for Consumer Marketing at Stockholm School of Economics
Understanding Advertising Stereotypes