Publicação
Deconstructing masculine stereotypes : the impact of gender-neutral advertising on masculine buying behavior in the realm of fashion, considering intrinsic factors
| Resumo: | The criticism of masculine stereotypes in fashion advertising is increasing as traditional perspectives on masculinity are reinforced. This has adverse effects on men, such as impeding individual expression. Therefore, creating non-stereotypical advertising strategies for masculine consumers is essential. Consequently, this dissertation examines gender-neutrality as an approach to non-stereotypical advertising and aims to ascertain the influence of the type of gender-oriented advertisement (stereotypical-masculine vs. gender-neutral) on masculine buying behaviors. Additionally, it examines intrinsic factors that are relevant in masculine consumer behavior, such as the moderating role of need for uniqueness and mediating role of self-expression. The results derived from an experimental study indicate a positive impact of gender-neutral advertisements on masculine buying behaviors compared to stereotypical masculine advertisements. Findings suggest that the high need for uniqueness increases masculine buying behaviors for gender-neutral advertisements when traditional gender role attitudes are controlled. Mediation findings show that self-expression indirectly influences the relation between the type of gender-oriented advertisements and masculine buying behaviors. This dissertation yields insightful perspectives on masculine consumer behavior in fashion and adds to existing literature about stereotypical-masculine and gender-neutral advertising. Furthermore, it provides fashion brand managers with recommendations on successfully implementing gender-neutral approaches in their marketing strategies to achieve positive brand-related effects and position themselves as progressive and diverse. |
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| Autores principais: | Becker, Eyleen Chiara |
| Assunto: | Gender-neutral advertising Gender-neutral fashion Masculine consumer behavior Masculine stereotypes Diversity Neutralidade de género na publicidade Moda neutra em termos de género Comportamento do consumidor masculino Estereótipos masculinos Diversidade |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | The criticism of masculine stereotypes in fashion advertising is increasing as traditional perspectives on masculinity are reinforced. This has adverse effects on men, such as impeding individual expression. Therefore, creating non-stereotypical advertising strategies for masculine consumers is essential. Consequently, this dissertation examines gender-neutrality as an approach to non-stereotypical advertising and aims to ascertain the influence of the type of gender-oriented advertisement (stereotypical-masculine vs. gender-neutral) on masculine buying behaviors. Additionally, it examines intrinsic factors that are relevant in masculine consumer behavior, such as the moderating role of need for uniqueness and mediating role of self-expression. The results derived from an experimental study indicate a positive impact of gender-neutral advertisements on masculine buying behaviors compared to stereotypical masculine advertisements. Findings suggest that the high need for uniqueness increases masculine buying behaviors for gender-neutral advertisements when traditional gender role attitudes are controlled. Mediation findings show that self-expression indirectly influences the relation between the type of gender-oriented advertisements and masculine buying behaviors. This dissertation yields insightful perspectives on masculine consumer behavior in fashion and adds to existing literature about stereotypical-masculine and gender-neutral advertising. Furthermore, it provides fashion brand managers with recommendations on successfully implementing gender-neutral approaches in their marketing strategies to achieve positive brand-related effects and position themselves as progressive and diverse. |
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