Cross-Cultural Sexism and the Effectiveness of Gender (Non)Traditional Advertising: A Comparison of Purchase Intentions in Poland, South Africa, and the United Kingdom.

Findings regarding the effectiveness of (non)traditionally gendered advertisements are mixed and largely emanate from the United States. We tested the stereotype content model and ambivalent sexism theory cross-nationally in an advertising context and predicted that paternalistic (vs. envious) female stereotypes will trigger higher purchase intent (PI) irrespective of country (Hypothesis 1), viewers’ benevolent sexism will positively predict PI for paternalistic housewife advertisements (Hypothesis 2a), viewers’ hostile sexism will negatively predict PI for envious businesswoman advertisements (Hypothesis 2b), and these relationships with sexism will be confined to less gender egalitarian countries (i.e., Poland and South Africa) (Hypothesis 3). Statistical analyses of data from 468 Polish, South African, and British university students supported Hypothesis 1 and partially supported Hypotheses 2 and 3. The predicted patterns held for South Africa, but in Poland, viewers’ benevolence positively predicted PI for both advertisement types, with the exception of highly hostile women. British viewers’ hostility positively predicted PI for the housewife advertisement. Our findings support the cross-cultural applicability of the stereotype content model to advertising and suggest that the predictive role of sexism changes depending on its type, advertisement type, country, and gender. We recommend that advertisers should adopt a nuanced approach in predicting the effectiveness of gendered advertisements

A novel bioluminescent NanoLuc yeast-estrogen screen biosensor (nanoYES) with a compact wireless camera for effect-based detection of endocrine-disrupting chemicals

The presence of chemicals with estrogenic activity in surface, groundwater, and drinking water poses serious concerns for potential threats to human health and aquatic life. At present, no sensitive portable devices are available for the rapid monitoring of such contamination. Here, we propose a cell-based mobile platform that exploits a newly developed bioluminescent yeast-estrogen screen (nanoYES) and a low-cost compact camera as light detector. Saccharomyces cerevisiae cells were genetically engineered with a yeast codon-optimized variant of NanoLuc luciferase (yNLucP) under the regulation of human estrogen receptor α activation. Ready-to-use 3D-printed cartridges with immobilized cells were prepared by optimizing a new procedure that enables to produce alginate slices with good reproducibility. A portable device was obtained exploiting a compact camera and wireless connectivity enabling a rapid and quantitative evaluation (1-h incubation at room temperature) of total estrogenic activity in small sample volumes (50 Î1⁄4L) with a LOD of 0.08 nM for 17Î2-estradiol. The developed portable analytical platform was applied for the evaluation of water samples spiked with different chemicals known to have estrogen-like activity. Thanks to the high sensitivity of the newly developed yeast biosensor and the possibility to wireless connect the camera with any smartphone model, the developed configuration is more versatile than previously reported smartphone-based devices, and could find application for on-site analysis of endocrine disruptors. [Figure not available: see fulltext.]

Emotions of Excellence: Communal and Agentic Functions of Pride, Moral Elevation, and Admiration

Excellence is a potent emotional elicitor. When it is oneself that achieves excellence, pride can arise. When another person achieves excellence, moral elevation and admiration can arise. This trio of “emotions of excellence” serves both communal and agentic functions. This chapter reviews these functions as well as how such functions might play out in one example context – the workplace – and concludes by outlining paths for future research, highlighting the need for integrative work across emotions and across functions as well as the application of new technologies to this intriguing area of research