Self-efficacy and stereotyping in advertising: should consumers want a change?

Dr Amy Rummel, Mary Goodwin and Mike Shepherd

Sex-role stereotyping in advertising has been a controversial issue in the past decade. While studies have shown a disproportionate use of males in authority roles, little research has been done to examine the effects on consumers' self-efficacies.

Self-efficacy and stereotyping in advertising: should consumers want a change?

Amy Rummel, Mary Goodwin and Mike Shepherd

 

Sex-role stereotyping in advertising has been a controversial issue in the past decade. While studies have shown a disproportionate use of males in authority roles, little research has been done to examine the effects on consumers' self-efficacies. Results from this research indicate that, contrary to expectations, females had higher confidence in their purchase decisions after viewing stereotypical television advertisements. Social implications for advertisers and marketers are discussed.

INTRODUCTION

Television advertising has been proposed as one of the more...

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