Effects of nonstereotyped occupational gender role portrayal in advertising: How showing women in male-stereotyped job roles sends positive signals about brands

Karina T. Liljedal, Hanna Berg, and Micael Dahlen

Stereotyped occupational gender-role portrayals still are used frequently in advertising. Despite this, no previous research has examined their effects.
Liljedal, Berg, and Dahlen

MANAGEMENT SLANT

  • Nonstereotyped occupational gender-role portrayals in advertising have positive effects on attitudes toward the advertisement and the brand, perceived product quality, and social connectedness.
  • The f

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