Fueling Gender Stereotypes: A Content Analysis of Automobile Advertisements

Sandhu, Namrata

doi:10.1177/2278533719833815

Cited by 10 publications

(12 citation statements)

References 51 publications

(65 reference statements)

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“…A practice that facilitates this process is gendered brand extensions. Gendered brand extensions of male-gendered brands are typically executed by introducing a separate "only for women" variant of the brand (Sandhu, 2016a). This distinct variant creates clear gender boundaries between the brand users and prevents an adverse reaction from the existing male users of the brand.…”

Section: How Men Respond and Why?mentioning

confidence: 99%

“…Despite the severe male-gendered nature of cars (Craig, 1990;Gentry, Doering, & O'Brien, 1978) and extreme male exclusivity in automobile brand narrations (Rak & McMullen, 1987;Rubie-Davies, Liu, & Lee, 2013;Rutherford, 1994) women purchase and drive cars (Bellizzi & Milner, 1991;Margaret, 2011). If we specifically examine the Indian scenario in this regard, we find that Indian automobile marketing is singularly targeted toward men (Das, 2000;Sandhu, 2016a;Schaffer, 2005). Notwithstanding, women buy 10-12 percent of the total cars sold in India (Mukherjee, 2016).…”

Section: How Women Respond and Why?mentioning

confidence: 99%

“…The extent of the bent, in terms of the brand gender, is also crucial. Men tend to exaggerate the gender, as well as the difference in the gender of brands (Sandhu, 2016b). As compared to women, men perceive masculine brands as more masculine and feminine brands as more feminine (Alreck et al, 1982;Sandhu, 2016b).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…Men tend to exaggerate the gender, as well as the difference in the gender of brands (Sandhu, 2016b). As compared to women, men perceive masculine brands as more masculine and feminine brands as more feminine (Alreck et al, 1982;Sandhu, 2016b). Based on this reasoning, it can be assumed that the interaction of the two variables-extent of brand gender bending and gender of consumer is likely to impact consumer response to brand gender bending.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…Unlike sex, our gender is not congenitally determined (West & Zimmerman, 1987); rather it is constructed, developed, and refined through social and cultural exchanges (Ridgeway, 2009). The appropriate and discriminatory gender roles ascribed by the society (Czarniawska, 2006;Eagly, 2013;LaFrance, 2001), direct communication (Wood, 2012), and influence of media (Sandhu, 2013;Singh & Sandhu, 2011;Wood, 2012) coerce us to develop a personal sense of "maleness or femaleness" (Kerr & Multon, 2015, p. 183). This sense helps us categorize ourselves as "man or woman" (Williams & Mendelsohn, 2008, p. 291); sometimes this sense helps us move beyond the gender dichotomy and occupy a space on the gender spectrum that may not coincide with traditional definitions of masculinity or femininity (Eagly, 2013;West & Zimmerman, 1987).…”

Section: Introductionmentioning

confidence: 99%

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Consumer Response to Brand Gender Bending: An Integrated Review and Future Research Agenda

Sandhu

2017

Business Perspectives and Research

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In the postmodern era, many marketers have disturbed the strict gender discipline traditionally associated with gendered brands. Marketers are redoing their gender work by blurring the stark distinction between masculine and feminine brands. New consumption ideologies are developing that transcend the gendered meanings of brands and encourage men and women to infiltrate brands traditionally associated with the opposite gender. "Unisex" is emerging as the byword. This review convenes the phenomenological consumer responses to brand gender bending. It specifically highlights the contrast between the ways in which men and women react to dilution/revision of the gender identity meanings of their brands. This article also underscores the ethnographic, sociological, psychological, and anthropological reasons that justify these reactions. Based on the review and scientific understanding of the long-standing research, this article proposes a conceptual framework that exhibits the determinants that govern consumer responses to brand gender bending. Future researchers may empirically examine the validity of the framework. The practical implications of the article focus on providing suggestions to marketers engaged in the design of cross-gender brand extension strategies. It is believed that this article adds a fresh multidisciplinary perspective to the exiting literature on brand gender bending.

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Section: How Men Respond and Why?mentioning

confidence: 99%

Section: How Women Respond and Why?mentioning

confidence: 99%

Section: Conceptual Frameworkmentioning

confidence: 99%

Section: Conceptual Frameworkmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Consumer Response to Brand Gender Bending: An Integrated Review and Future Research Agenda

Sandhu

2017

Business Perspectives and Research

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Gender Role Portrayal in Indian Advertisement: A Review

Das

Majhi²

2022

Lecture Notes in Networks and Systems

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Mr. Active and Little Miss Passive? The Transmission and Existence of Gender Stereotypes in Children’s Books

Pownall

Heflick

2023

Sex Roles

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Do popular children’s books tend to reflect gender stereotypes, and do parents prefer their daughters to read books reflecting this pattern? We explored these research questions using the popular Roger Hargreaves’ Mr. Men and Little Miss collection of children’s storybooks, which is a series of individual stories all titled with and based on a binarized gendered character (e.g., Mr. Greedy, Little Miss Sunshine). Using a deductive content analysis approach, Study 1 revealed that the characters in the series’ 81 books tend to behave in gender stereotypical ways, with male characters more adventurous and active and female characters more domestic and passive. Books that had female leads were also more likely to have male secondary characters. In Study 2, participants rated the masculinity/femininity and positivity/negativity of the traits of each of the book series’ titular main characters without knowing the (gendered) book title. The traits used in Little Miss stories were associated with femininity, and the Mr Men story traits with masculinity. In Study 3, when faced with the prospect of selecting a Little Miss book to read to their daughter, parents preferred counter-stereotypical book choices (e.g., Little Miss Brainy). Perceived consistency with what parents wanted to teach their daughters about women predicted this book choice. Overall, although these books tended to reflect traditional gender stereotypes (Studies 1, 2), and people held these beliefs (Study 3), we found that parents wanted a counter-stereotypical book for their daughter. Implications for the transmission of gender stereotypes via children’s literature and parental choices are discussed.

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Fueling Gender Stereotypes: A Content Analysis of Automobile Advertisements

Cited by 10 publications

References 51 publications

Consumer Response to Brand Gender Bending: An Integrated Review and Future Research Agenda

Consumer Response to Brand Gender Bending: An Integrated Review and Future Research Agenda

Gender Role Portrayal in Indian Advertisement: A Review

Mr. Active and Little Miss Passive? The Transmission and Existence of Gender Stereotypes in Children’s Books

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