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Strategic Innovative Marketing and Tourism pp 799–804Cite as

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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Author information

Authors and Affiliations

  1. National and Kapodistrian University of Athens, Athens, Greece

    Aikaterini Stavrianea

  2. Athens University of Economics and Business, Athens, Greece

    Antonios Theodosis

  3. International Hellenic University, Kavala, Greece

    Irene Kamenidou

Authors
  1. Aikaterini Stavrianea
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  2. Antonios Theodosis
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  3. Irene Kamenidou
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Editor information

Editors and Affiliations

  1. Department of Business Administration, University of West Attica, Aigaleo, Greece

    Prof. Androniki Kavoura

  2. Department of Business Administration, State University of New York at Oswego, Oswego, NY, USA

    Prof. Efstathios Kefallonitis

  3. Department of Business Administration of Food and Agricultural Enterprises, University of Patras, Agrinio, Greece

    Prof. Prokopios Theodoridis

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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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