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.
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.
Hanna Berg, Stockholm School of Economics
Karina T. Liljedal, Stockholm School of Economics
NA - Advances in Consumer Research Volume 48 | 2020
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