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Consumers’ Perceptions of Gender-Neutral Advertising: An Empirical Study

Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

Traditionally, but also nowadays, advertising employs gender representations which are widely used and recognized. At the same time, we witness a constantly growing number of advertisements and brands that attempt to challenge the prevailing images and entities of masculinity and femininity. This paper presents the outcome of research regarding perceptions towards gender-neutral advertising and stereotypes. Specifically, it explores gender differences related to gender-neutral advertising and also differences regarding stereotypes amongst members of two different generational cohorts. The targeted population consists of the Greek generation Z and generation Y cohorts. Statistical analysis was employed to examine the hypothesized differences. Discussion based on results and advertising techniques is pointed out for a brand’s communications strategies.

Keywords

  • Generation Z
  • Advertising
  • Gender-neutral marketing
  • Gender fluidity
  • Stereotypes

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Stavrianea, A., Theodosis, A., Kamenidou, I. (2020). Consumers’ Perceptions of Gender-Neutral Advertising: An Empirical Study. In: Kavoura, A., Kefallonitis, E., Theodoridis, P. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-36126-6_88

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