Another Advertising Stereotype: Effects of Non-Stereotyped Portrayals of Older Women in Advertising

This paper examines the effects of featuring non-stereotyped portrayals of older women in advertisements. In two empirical studies, we demonstrate positive ad effects of using non-stereotyped portrayals of older models for female consumers. Furthermore, these effects are explained with signaling theory and the social effects of advertising.



Citation:

Hanna Berg and Karina T. Liljedal (2020) ,"Another Advertising Stereotype: Effects of Non-Stereotyped Portrayals of Older Women in Advertising", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1222-1222.

Authors

Hanna Berg, Stockholm School of Economics
Karina T. Liljedal, Stockholm School of Economics



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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