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...

Gendering a product or brand means associating its image with a sex role stereotype in the minds of consumers. Examines, using research, the requirements and prohibitions of contemporary masculine and feminine sex roles and the kinds of consumers who do and do not adhere to them. Provides ten...