Consumers’ Perceptions of Gender-Neutral Advertising: An Empirical Study

Aikaterini Stavrianea (), Antonios Theodosis and Irene Kamenidou
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Aikaterini Stavrianea: National and Kapodistrian University of Athens
Antonios Theodosis: Athens University of Economics and Business
Irene Kamenidou: International Hellenic University

A chapter in Strategic Innovative Marketing and Tourism, 2020, pp 799-804 from Springer

Abstract: Abstract Traditionally, but also nowadays, advertising employs gender representations which are widely used and recognized. At the same time, we witness a constantly growing number of advertisements and brands that attempt to challenge the prevailing images and entities of masculinity and femininity. This paper presents the outcome of research regarding perceptions towards gender-neutral advertising and stereotypes. Specifically, it explores gender differences related to gender-neutral advertising and also differences regarding stereotypes amongst members of two different generational cohorts. The targeted population consists of the Greek generation Z and generation Y cohorts. Statistical analysis was employed to examine the hypothesized differences. Discussion based on results and advertising techniques is pointed out for a brand’s communications strategies.

Keywords: Generation Z; Advertising; Gender-neutral marketing; Gender fluidity; Stereotypes (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-36126-6_88

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DOI: 10.1007/978-3-030-36126-6_88

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