Table Of ContentU Understanding Advertising
n
d
Understanding Advertising Stereotypes e
r
s
t Stereotypes
a
n
This thesis examines consumer responses to stereotyped and non- d
in
stereo typed portrayals in advertising. More specifically, it investigates
g
the impact of stereotyped versus non-stereotyped portrayals in terms A Social and Brand-Related Effects of Stereotyped
d
of gender, ethnicity, and sexual orientation on social effects, such as ve versus Non-Stereotyped Portrayals in Advertising
r
social connectedness and empathy, and brand-related effects, such as tis
ad attitudes, brand attitudes, and purchase intentions. While most ad- in
g
vertising portrayals are to some extent stereotyped, non-stereotyped St Nina Åkestam
e
portrayals have grown in popularity in the past decade. Still, advertising r
e
o
research has rarely compared the effects of these different portrayals. t
y
p
The studies that have typically focus on social effects or brand-related e
s
effects, and do not study them simultaneously. This dissertation thus
contributes to the advertising literature by comparing effects of stereo-
typed and non-stereotyped portrayals, and by connecting social effects
to brand-related effects.
The thesis presents empirical findings from five articles featuring a
total of twelve experimental studies. The results indicate that non-stereo-
typed advertising portrayals of gender, ethnicity, and sexual orientation
can lead to improved social as well as brand-related effects. They further
suggest that social effects may influence brand-related effects. The social
and brand-related effects are affected by consumer attitudes toward
the stereotyped or non-stereotyped social category, and by the cultural
context of the portrayal. The findings indicate that advertisers have
much to gain from adapting a more mindful approach to the portrayals
featured in advertising.
Nina Åkestam
is a researcher at the Center for Consumer Marketing
at Stockholm School of Economics.
N
in
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1
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ISBN 978-91-7731-070-9
Doctoral Dissertation
in Business Administration
Stockholm School of Economics
Sweden, 2017
U Understanding Advertising
n
d
Understanding Advertising Stereotypes e
r
s
t Stereotypes
a
n
This thesis examines consumer responses to stereotyped and non- d
in
stereo typed portrayals in advertising. More specifically, it investigates
g
the impact of stereotyped versus non-stereotyped portrayals in terms A Social and Brand-Related Effects of Stereotyped
d
of gender, ethnicity, and sexual orientation on social effects, such as ve versus Non-Stereotyped Portrayals in Advertising
r
social connectedness and empathy, and brand-related effects, such as tis
ad attitudes, brand attitudes, and purchase intentions. While most ad- in
g
vertising portrayals are to some extent stereotyped, non-stereotyped St Nina Åkestam
e
portrayals have grown in popularity in the past decade. Still, advertising r
e
o
research has rarely compared the effects of these different portrayals. t
y
p
The studies that have typically focus on social effects or brand-related e
s
effects, and do not study them simultaneously. This dissertation thus
contributes to the advertising literature by comparing effects of stereo-
typed and non-stereotyped portrayals, and by connecting social effects
to brand-related effects.
The thesis presents empirical findings from five articles featuring a
total of twelve experimental studies. The results indicate that non-stereo-
typed advertising portrayals of gender, ethnicity, and sexual orientation
can lead to improved social as well as brand-related effects. They further
suggest that social effects may influence brand-related effects. The social
and brand-related effects are affected by consumer attitudes toward
the stereotyped or non-stereotyped social category, and by the cultural
context of the portrayal. The findings indicate that advertisers have
much to gain from adapting a more mindful approach to the portrayals
featured in advertising.
Nina Åkestam
is a researcher at the Center for Consumer Marketing
at Stockholm School of Economics.
N
in
a
Å
k
e
s
ta
m
•
2
0
1
7
ISBN 978-91-7731-070-9
Doctoral Dissertation
in Business Administration
Stockholm School of Economics
Sweden, 2017
Understanding Advertising Stereotypes
Social and Brand-Related Effects of Stereotyped
versus Non-Stereotyped Portrayals in Advertising
Nina Åkestam
Akademisk avhandling
som för avläggande av ekonomie doktorsexamen
vid Handelshögskolan i Stockholm
framläggs för offentlig granskning
tisdagen den19 december 2017, kl 13.15,
sal KAW, Handelshögskolan,
Sveavägen 65, Stockholm
Understanding Advertising
Stereotypes
Social and brand-related effects of
stereotyped versus non-stereotyped
portrayals in advertising
Understanding Advertising
Stereotypes
Social and brand-related effects of
stereotyped versus non-stereotyped
portrayals in advertising
Nina Åkestam
ii
Dissertation for the Degree of Doctor of Philosophy, Ph.D.,
in Business Administration
Stockholm School of Economics, 2017
Understanding advertising stereotypes: Social and brand-related effects of
stereotyped versus non-stereotyped portrayals in advertising
© SSE and the author, 2017
ISBN 978-91-7731-070-9 (printed)
ISBN 978-91-7731-071-6 (pdf)
Front cover illustration:
© SunCity/Shutterstock.com, 2017
Back cover photo:
Simon Krona, 2017
Printed by:
BrandFactory, Gothenburg, 2017
Keywords:
Advertising stereotypes, gender stereotypes, ethnicity stereotypes, homo-
sexuality, social effects of advertising, advertising effectiveness
To
Anton and Gil
Foreword
This volume is the result of a research project carried out at the Depart-
ment of Marketing and Strategy at the Stockholm School of Economics
(SSE).
This volume is submitted as a doctoral thesis at SSE. In keeping with
the policies of SSE, the author has been entirely free to conduct and pre-
sent her research in the manner of her choosing as an expression of her
own ideas.
SSE is grateful for the financial support provided by Torsten Söder-
bergs Stiftelse, which has made it possible to carry out the project.
Göran Lindqvist Richard Wahlund
Director of Research Professor and Head of the
Stockholm School of Economics Department of Marketing and Strategy
Description:Still, advertising research has rarely compared the effects of these different portrayals. The studies that have typically focus on social effects or .. paign decisions face several options for how to portray people in their ad- ward diversity (median split 4.00) had a significant effect on all va
