Women’S Attitudes Toward Sexual Objectification in Brands: a Political Ideology Perspective
Issues of gender equality have dominated the public discourse. The current research hypothesized and demonstrated that conservative (vs. liberal) women favor brands associated with a sexually objectified image while liberal (vs. conservative) prefer brands with a sexually independent image. These results are discussed for marketers’ segmentation and branding strategies.
Citation:
Carlos Torelli, Yafei Guo, and Hyewon Cho (2021) ,"Women’S Attitudes Toward Sexual Objectification in Brands: a Political Ideology Perspective", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 231-232.
Authors
Carlos Torelli, University of Illinois at Urbana-Champaign
Yafei Guo, University of Illinois at Urbana-Champaign
Hyewon Cho, Sogang University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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