Gender Contamination in Indian Automobile Advertisements

Namrata Sandhu and Dilpreet Singh

Paradigm, 2017, vol. 21, issue 2, 139-155

Abstract: Datsun Go surely and boldly disturbed the prevailing gender order in automobile advertisements by airing a series of ‘women only’ automobile advertisements on Indian television channels. This study uncovers the phenomenological response of men to this supposed gender contamination of a male-gendered product. The study captures the change in participants’ construction of gender identity meanings of the car and its purchase probability in response to exposure to differently gendered advertisements of the car. Results indicate the significant impact of gender signals in advertisements on the viewers’ perception of the gender identity meanings of the car. The study also provides evidence of male acceptance of gender bending in automobiles. Managerial implications and theoretical contributions are discussed.

Keywords: Gender; gendered product; gender bending; advertising; automobiles; men (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/0971890717736212 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:padigm:v:21:y:2017:i:2:p:139-155

DOI: 10.1177/0971890717736212

Access Statistics for this article

More articles in Paradigm
Bibliographic data for series maintained by SAGE Publications ().