The Negative Effects Of Sexism In Marketing

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I. Abstract
Gender is a segmentation variable that has been in use for a long time in traditional marketing, particularly for the determination of consumer behavior. Customer satisfaction is of great importance in marketing and many researches have been done on this subject. However, success that has been regressed by gender discrimination has not been considered. In this context, advertisements that are still unsuccessful with sexism show the lack of research in this area. This study will investigate the effect of sexism on marketing and the perspective of the customers will be seen. The success will increase if companies act according to the point of view of the customers. Which shows how important this research is.
II. Introduction
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The effect of specific audience characteristics on reactions to divergent roles in advertisements portraying women will be examined.The data were collected by personal interviews throughout the City of New York. The interviewers were trained during eight sessions conducted over a four week period. The training included instructions on general interviewing techniques, handling non-response, and role playing situations concentrating specifically on eliminating interviewer bias. A total of 435 interviews were conducted, but after editing, there were a total of 420 useable interviews. In the analysis of the data, purchase intent is the dependent variable and defined as the respondent's reaction to the advertisement. Personality characteristics, attitude toward the role of women, and the four advertisements are the independent variables. Specific contrasts between the purchase intent ratings, for subcomponents of the personality and attitude categories, are the main interest in this study. Orthogonal contrasts of the data provide this needed information. The contrasts are evaluated within the traditional and non-traditional…show more content…
In Experiment 1, male subjects were classified as highly masculine or not so masculine on the basis of their self-ratings. Those who were highly masculine preferred a product described in very masculine terms and those who were not so masculine preferred a product described in feminine terms. In Experiment 2, female subjects were classified as highly feminine or not so feminine on the basis of self-ratings. Highly feminine subjects liked a product best when it was described in highly feminine terms, next most when it was described as having both masculine and feminine attributes, and least when it was depicted as totally masculine. Subjects who saw themselves as less feminine showed the opposite pattern of preference. These effects did not appear to be mediated by differential processing of schema-consistent

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