Briljant eller bristfällig? En kvantitativ studie om den bitterljuva eftersmaken av femvertising till följd av sociala och varumärkesrelaterade effekter.
Sammanfattning: Femvertising is, in contrast to advertising, a new phenomenon. Prior research has shown that there are positive social and brand-related effects to gain in using advertising which in different ways challenge stereotypes. However, the research on femvertising is scarce. Thus, this paper aims to further examine the social and brand-related effects of femvertising, based on priming theory and a quantitative study. At first, femvertising is shown to significantly increase the receiver's level of both empathy and sexism. The level of empathy also mediates the brand-related effects, thereby increasing the receiver's attitude towards the advert and the brand. However, the level of sexism does not mediate the brand-related effects. The study also proves that femvertising primes the consumer's product choice. After being exposed to femvertising, women have a greater tendency of choosing typical male products than before. This also goes the other way around, as men have a higher tendency of choosing typical female products after having been exposed to femvertising. The results of this study therefore build further on how marketers can use femvertising as a tool. Even if there are negative consequences of femvertising, the existing research still suggests that it is better to use femvertising than stereotype advertising.
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