Mad Men: Masculinity and Advertising in the #MeToo Era - A Quantitative Study of Men's Responses to Purpose-Driven Advertising that Challenges Traditional Masculinity

Sammanfattning: Existing research shows that non-stereotypical advertising generates positive brand-related and social effects. However, there is limited research on non-stereotypical portrayals of masculinity and on non-stereotypical advertising that includes an overt call for social change. Additionally, advertisers have speculated about the potential impact of the #MeToo movement on the reception of advertising. This thesis investigates the impact of purpose-driven advertising that challenges traditional masculinity on consumer attitudes and purchase intention (brand-related effects), as well as on social connectedness and masculinity ideology (social effects). The results of a quantitative experimental study on 247 male participants in the U.S. showed that the purpose-driven advertisement did not generate positive brand-related or social effects and that this was amplified in the context of #MeToo. Significant effects were found for the mediating role of ad reactance, as well as the moderating roles of the #MeToo context and masculinity contingency. These results suggest that purpose-driven advertising that challenges masculine stereotypes may not be beneficial. This study adds to the emerging body of research on purpose-driven and non-stereotypical advertising, focusing on the role of masculinity and social context.