Purpose -The purpose of this paper is to investigate the differences in male and female attitudes and establish a causal relationship between general (a priori) attitudes towards female stereotypical advertisements and attitudes towards specific advertising stimuli, providing evidence from Greece and Cyprus. Design/methodology/approach -Male and female respondents (158 in Cyprus and 156 in Greece) indicated their general attitudes towards female stereotypes in advertising and were subsequently exposed to three stereotypical advertisements, to which they expressed their specific attitudes. Findings -The results of the study prove that in countries with similar cultural backgrounds, such as Greece and Cyprus, general attitudes towards stereotypes in advertising do not have significant differences. General attitudes towards sex role portrayal in advertising directly impact attitudes towards specific advertisements. Further, it was demonstrated that respondents' gender plays a key role in attitude formation. The age of the respondents is also of interest, given that differences exist in general attitudes towards stereotypes in advertising and in attitudes towards specific stereotypical advertisements within respondents of the same gender, but of a different age bracket. Originality/value -The key potential contribution of this study is threefold. First, it investigates the effect of gender and age on attitudes towards stereotypes in advertising. Second, it establishes a causal relationship between general attitudes towards stereotypical advertisements and attitudes towards specific advertising stimuli. Third, the study further validates the established relationship and the relevant measures across culturally similar countries.

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Purpose – The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research. Design/methodology/approach – Recent publications (1985-2012) regarding the effects of color in advertising on consumers’ attention, memory and emotional responses are reviewed and discussed. Findings – The review reveals that the effects of color on attention, emotion and memory still remain largely unknown, mainly due to the inherent complexity of the subject and lack of systematic research. At the same time, promising research venues and challenges for the future are identified in the form of research questions. Originality/value – The key potential contribution of this paper stems from the identification of promising research questions and challenges for investigating the role of color in advertising.

Purpose The paper aims to explore employability in business as perceived by Generation Z (late millennials) business students and faculty. It focuses on perceptions regarding necessary employability skills from the diverse standpoints of two different groups of stakeholders within one Higher Education Institution. Design/methodology/approach The paper uses a Mixed Qualitative Design approach including a core and a supplementary component; Generation Z student perceptions are initially identified through a thematic analysis of students’ research reports on employability. These perceptions are then further contextualized through findings from a series of personal interviews conducted with Generation X academics in the same institution. Findings The findings support the two basic dimensions of perceived employability, work readiness and employability skills, for which students and educators hold similar notions. Both stakeholders distinguish between “hard” and “soft” skills, but filter their relative importance through a generational lens. An emerging finding was the link between personality traits and perceived employability skills. Originality/value The paper examines the much-debated issue of perceived employability through the eyes of Generation Z students; research on employability perceptions of Generation Z is, to date, limited. The topic is timely, as Generation Z is the newest generation entering the business job market. In addition, the paper adds to the emerging contemporary stream of literature exploring employability in the field of business education.

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