Gita Johar

Gender Typed Advertisements and Impression Formation: The Role of Chronic and Temporary Accessibility

Coauthor(s): C. Moreau, Norbert Schwarz.

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Abstract:
In this research, we tested the effects of chronic and temporary sources of accessibility on impression formation. Although some research suggests that chronicity amplifies temporary effects because of greater susceptibility to external primes, other research suggests that chronicity masks temporary effects because of redundance. We demonstrate in a thought listing study that in the domain of gender stereotypes, trait stereotypes may be routinely applied by those with a medium or high tendency to stereotype women, making external primes redundant. Based on this redundancy, we proposed that gender stereotypical primes will have little influence on subsequent judgments of those with a medium or high tendency to gender stereotype. In contrast, gender stereotypical primes will result in the classic assimilation effect for those with a low tendency to gender stereotype. We tested these propositions in the domain of female role portrayals in advertising and examined the effect of advertisements that feature women as homemakers (vs. do not feature women) on trait judgments of a target woman whose behaviors are ambiguously described. Results from 2 experiments show that, as predicted by the redundancy hypothesis, judgments of medium and high tendency to stereotype participants are not affected by advertisements portraying homemakers. Also as expected, judgments of low tendency to stereotype participants are assimilated to the homemaker prime. These results hold across tendency to trait stereotype (Experiment 1) and tendency to role stereotype (Experiment 2) and for trait judgments as well as gift choice. Theoretical and practical implications of these findings are discussed.

Source: Journal of Consumer Psychology
Exact Citation:
Johar, Gita, C. Moreau, and Norbert Schwarz. "Gender Typed Advertisements and Impression Formation: The Role of Chronic and Temporary Accessibility." Journal of Consumer Psychology 13, no. 3 (2003): 220-29.
Volume: 13
Number: 3
Pages: 220-29
Date: 2003