Sexism in advertisements – a cross-cultural analysis

Joachim Riedl (), Stefan Wengler (), Marcin Czaban () and Simon Steudtel ()
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Joachim Riedl: Hof University, Hof, Germany
Stefan Wengler: Hof University, Hof, Germany
Marcin Czaban: Hof University, Hof, Germany
Simon Steudtel: Hof University, Hof, Germany

Marketing Science & Inspirations, 2023, vol. 18, issue 3, 2-16

Abstract: This paper examines the evaluation of advertising with particular reference to possible sexism and the differences in response among individuals of different religious affiliation, religiosity, and origin. Religion, religiosity and migration background make small explanatory contributions to the evaluation of advertising in four relevant dimensions, but in the overall picture prove to be less significant than sociodemographic and psychographic criteria beyond religion and origin.

Keywords: advertising; marketing communication; sexism; culture (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:18:y:2023:i:3:p:2-16

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