Visuele gender stereotypering in reclame: een experimenteel onderzoek naar de effectiviteit van impliciete stereotypering in printadvertenties

Onderzoek naar de reclame-effectiviteit van genderstereotypering beperkte zich tot op heden veelal tot de effectiviteit van explicieteportretteringen van (a-)stereotiepe man- ofvrouwbeelden in advertenties. Een experimenteel onderzoek naar de affec-tieve reacties ten aanzien van implicietegenderstereotiepe man-vrouwinteracties in printadvertenties bij 315 respondenten toont aan dat er geen consistente voorkeur is voor genderstereotiepe versus a-stereotiepe man-vrouwinteracties in reclame-uitingen

How personality traits affect crisis perceptions : an experimental test of the use of crisis response strategies and the moderating effects of locus of control

This study provides empirical evidence for the Situational Crisis Communication Theory, which provides guidelines for matching crisis response strategies (CRS) to crisis types. The impact of crisis type and CRS on corporate reputation was measured among 316 consumers in a 3 (crisis type: victim, accidental, preventable) x 3 (CRS: deny, diminish, rebuild) between subjects factorial design. Preventable crises had the most negative effects on reputation. The rebuild CRS restored the reputation best. The interaction between crisis type and CRS on reputation was not significant. The respondents’ locus of control had a moderating impact on the relationship between CRS and reputation

Attitudes on TV Advertising for Children: a Survey among Flemish Parents of Children Aged 6 - 12 years.

The issue of 1V advertising and children has always been quite controversial. From I the early 1970s until now, hundreds of studies have been conducted on this topic. Some of these studies are based on the observation of children in experimental situations. By their use of a non-verbal research method, these studies have the advantage of avoiding misrepresentation caused by some children\u27s verbal skills when responding to verbal tests.2 The disadvantage of this type of experimental research, however, is that the real-life validity of the results is sometimes quite low: the skillfully constructed research-experiments In which children\u27s short-term reactions to Individual stimulants (such as 1V ads) are measured, do not always represent the real life situation in which the child Is influenced by a great many factors - 1V advertising being only one of them. Similarly, research data based on the actual questioning of children should be treated with caution, since younger children especially misunderstand the questions, lack the verbal techniques to provide an adequate answer, or are simply intimidated by the presence of the researcher

The rival wears Prada: luxury consumption as a female competition strategy

Publisher's Version/PDFPrevious studies on luxury consumption demonstrated that men spend large sums of money on luxury brands to signal their mate value to women and, thus, increase their reproductive success. Although women also spend copious amounts of money on luxuries, research focusing on women’s motives for luxury consumption is rather scarce. Relying on costly signaling and intrasexual competition theory, the goal of the current study was to test whether female intrasexual competition in a mate attraction context triggers women’s spending on luxuries. The results of the first experiment reveal that an intrasexual competition context enhances women’s preferences for attractiveness enhancing, but not for non-attractiveness related luxuries such as a smartphone. This finding indicates that women may use luxury consumption as a self-promotion strategy during within-sex competitions, as these luxuries improve their advantages against samesex rivals for mates. A follow-up study shows that compared to women who do not consume luxuries, women who do so are perceived as more attractive, flirty, young, ambitious, sexy, and less loyal, mature and smart by other women. These results suggest that luxury consumption may provide information about a women’s willingness to engage in sex, as well as her views about other women, and consequently, her success in intrasexual competitions