- Despite the conventional wisdom, consumers with positive attitudes toward third-wave (or liberal contemporary) feminism positively evaluated sexual images of women in advertisements. This finding is generalizable across countries with different cultural backgrounds.
- Overall, the Feminist Perspectives Scale is useful for audience targeting and segmentation.
- A clearer understanding of feminist perspectives provides a useful key to interpret the source of negative feedback.
- Advertising practitioners carefully should assess feminist trends, which evolve over time.
Contrary to previous research indicating that feminism and sexual objectification of women...