The outcomes of 2 experiments investigating the effectiveness of advertisements that use (non)traditional stereotypes of women (Experiment 1) or men (Experiment 2) are reported. Effectiveness of the ads was tested in relation to perceivers' attitudes toward female or male gender roles, respectively. The main finding was that for both male and female versions of the advertisements, the paternalistic ad strategies were more effective than were the envious ones, supporting the predictions of the stereotype content model over the classic prediction of negative effects of nontraditional gender portrayals for advertising effectiveness. Moreover, attitudes toward gender roles played only a limited role in determining ad effectiveness. Theoretical and practical implications are discussed.
Precarious manhood beliefs portray manhood, relative to womanhood, as a social status that is hard to earn, easy to lose, and proven via public action. Here, we present cross-cultural data on a brief measure of precarious manhood beliefs (the Precarious Manhood Beliefs scale [PMB]) that covaries meaningfully with other cross-culturally validated gender ideologies and with country-level indices of gender equality and human development. Using data from university samples in 62 countries across 13 world regions ( N = 33,417), we demonstrate: (1) the psychometric isomorphism of the PMB (i.e., its comparability in meaning and statistical properties across the individual and country levels); (2) the PMB’s distinctness from, and associations with, ambivalent sexism and ambivalence toward men; and (3) associations of the PMB with nation-level gender equality and human development. Findings are discussed in terms of their statistical and theoretical implications for understanding widely-held beliefs about the precariousness of the male gender role.
Take-down policy If you believe that this document breaches copyright please contact us providing details, and we will remove access to the work immediately and investigate your claim.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.