Graduation Year
2024
Document Type
Dissertation
Degree
Ph.D.
Degree Name
Doctor of Philosophy (Ph.D.)
Degree Granting Department
Marketing
Major Professor
Anand Kumar, Ph.D.
Co-Major Professor
Mark Bender, Ph.D.
Committee Member
Dipayan Biswas, Ph.D.
Committee Member
Daniel Zantedeschi, Ph.D.
Keywords
non-stereotypical appearance, gender research, perceived self-expressiveness, perceived extravagance
Abstract
This research attempts to identify contexts where non-stereotypical gender portrayals may have positive effects on consumer perceptions. It tests the perceived self-expressiveness of non-stereotypical gender portrayals as the mediating mechanism behind these effects as well as other alternative mechanisms in a comprehensive experiment. The analysis results show that an interpretation of gender through the theoretical lens of extravagance rather than self-expressiveness seems to be more appropriate. This study also introduces an overarching theoretical framework of metacognitive experiences that may explain the processes driving the effects of non-stereotypical gender portrayals on consumer perceptions. Finally, this research explores different types of gender non-stereotypicality and the corresponding mechanisms influencing consumer attitudes towards ads featuring non-stereotypical gender portrayals.
Scholar Commons Citation
Ponomarenko, Veronika, "Stereotyped Non-Stereotypicality: Exploring Positive Effects of Non-Stereotypical Gender Portrayals on Consumer Perceptions" (2024). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/10824
