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Πλοήγηση ανά Συγγραφέα "Georgakila, Aikaterini"

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  • Μικρογραφία εικόνας
    Τεκμήριο
    Challenging gender stereotypes in advertising: the impact on consumer attitudes
    (2022-07-04) Georgakila, Aikaterini; Γεωργακίλα, Αικατερίνη; Athens University of Economics and Business, Department of Marketing and Communication; Salavou, Helen; Painesis, Grigorios; Kokkinaki, Flora
    This study aims to corroborate or negate some findings of previous research pertaining to consumer attitudes towards the rejection of gender stereotypes in ads in the Greek society context, as well as to document the attitudinal responses of consumers, in the affective, cognitive and conative level, because of said rejection, while extending that investigation to male imagery. Finally, to test whether the mechanism including inner gender identity and prejudices proposed explains the trickle-down effect from the stimulus to the Aad.Primary data were made use of through a between-subjects experiment. The constructs of interest were measured with pre-existing items and all scales employed were of the seven-point Likert type. Descriptive statistics were used in order to present the demographic profile of the respondents, who were all adults and of varying educational backgrounds and family statuses. SPSS 26 was used , through which the appropriate analysis (reliability, anova, regression, moderated mediation) was later on conducted in an effort to test the research hypotheses.The present thesis consists of five chapters in total. The first one includes the problem statement and the objectives of this study while the second serves as an overview of the existing literature, defining some key concepts, presenting recent research conclusions and information, the theoretical frameworks used in the formulation of the hypothesis as well as the nomological network proposed for this study. The third chapter elaborates on methodology, relaying the scientific approach (experimental design, sample, measures etc.) adopted for this study. In the fourth chapter, the statistical analysis as well as the corresponding results are demonstrated. Finally, in the fifth chapter, there is a discussion of the findings as well as the implications and contributions of this thesis, accompanied by limitations and suggestions for future research.