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Sexism in advertisements – a cross-cultural analysis

Author

Listed:
  • Joachim Riedl

    (Hof University, Hof, Germany)

  • Stefan Wengler

    (Hof University, Hof, Germany)

  • Marcin Adam Czaban

    (Hof University, Hof, Germany)

  • Simon Benjamin Steudtel

    (Hof University, Hof, Germany)

Abstract

This paper examines the evaluation of advertising with particular reference to possible sexism and the differences in response among individuals of different religious affiliation, religiosity, and origin. Religion, religiosity and migration background make small explanatory contributions to the evaluation of advertising in four relevant dimensions, but in the overall picture prove to be less significant than sociodemographic and psychographic criteria beyond religion and origin.

Suggested Citation

  • Joachim Riedl & Stefan Wengler & Marcin Adam Czaban & Simon Benjamin Steudtel, 2023. "Sexism in advertisements – a cross-cultural analysis," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 18(3), pages 2-16.
    • Handle: RePEc:cub:journm:v:18:y:2023:i:3:p:2-16
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    More about this item

    Keywords

    advertising; marketing communication; sexism; culture;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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