Παρακαλώ χρησιμοποιήστε αυτό το αναγνωριστικό για να παραπέμψετε ή να δημιουργήσετε σύνδεσμο προς αυτό το τεκμήριο:
https://hdl.handle.net/20.500.14279/14456
Τίτλος: | Attitudes toward ads portraying women in decorative roles and female competition: An evolutionary psychology perspective | Συγγραφείς: | Kyrousi, Antigone G. Panigyrakis, George G. Panopoulos, Anastasios P. |
Major Field of Science: | Social Sciences | Field Category: | Media and Communications | Λέξεις-κλειδιά: | Advertising;Evolutionary psychology;Female stereotypes;Intrasexual competition | Ημερομηνία Έκδοσης: | 1-Ιαν-2016 | Πηγή: | International Journal of Advertising,2016, vol. 35, no. 5, pp. 771-798 | Volume: | 35 | Issue: | 5 | Start page: | 771 | End page: | 798 | Περιοδικό: | International Journal of Advertising | Περίληψη: | The portrayal of women in advertising is a prolific research topic and extant studies have emphasized the negative attitudes of female consumers toward stereotypic depictions of women in advertising in general. However, empirical evidence regarding female consumers’ responses to specific ads depicting women in decorative roles is scarce and conflicting. Drawing on the principles of evolutionary psychology, the present paper proposes that women’s attitudes toward such ads are underlied by the evolved context-sensitive mechanism of intrasexual competition. Relevant hypotheses are tested through two experimental studies. The findings indicate that decorative portrayals in advertising elicit more favorable attitudes when female consumers compete through a self-promotion strategy with regard to a competitor derogation one. Additionally, the temporal orientation of self-referencing during ad processing emerges as a moderator of the influence of the motivational state elicited by the medium context on attitudes. | URI: | https://hdl.handle.net/20.500.14279/14456 | ISSN: | 17593948 | DOI: | 10.1080/02650487.2016.1138576 | Rights: | © Taylor & Francis | Type: | Article | Affiliation: | Athens University of Economics and Business University of Macedonia |
Publication Type: | Peer Reviewed |
Εμφανίζεται στις συλλογές: | Άρθρα/Articles |
CORE Recommender
SCOPUSTM
Citations
18
checked on 14 Μαρ 2024
WEB OF SCIENCETM
Citations
12
Last Week
0
0
Last month
0
0
checked on 9 Οκτ 2023
Page view(s)
322
Last Week
0
0
Last month
28
28
checked on 14 Μαρ 2025
Google ScholarTM
Check
Altmetric
Όλα τα τεκμήρια του δικτυακού τόπου προστατεύονται από πνευματικά δικαιώματα