Content area

Abstract

This research presents an exploratory investigation on the extent of gender stereotypes portrayed in children's television commercials and the effects on consumer purchasing behavior. The author conducted two studies including a content analysis of viewing 75 children's television commercials, 25 boy, 25 girl, 25 neutral, and documenting evidence of roles, traits, activities, products, speaking parts and settings. Qualitative focus groups were then conducted to correlate the documented gender stereotypes with purchasing behaviors among children between the ages of 6–12. Major findings for this research revealed that there are many gender stereotypes in children's television commercials including the issue that male characters pitch more neutral products than female characters. Findings also revealed that gender stereotypes in commercials influence responsive behavior among boys and girls very differently.

Details

Title
Gender stereotypes in children's television commercials and the effects on consumer purchasing behavior
Author
Asztalos, Joanne G.
Year
2003
Publisher
ProQuest Dissertations & Theses
ISBN
978-0-496-00430-0
Source type
Dissertation or Thesis
Language of publication
English
ProQuest document ID
305278381
Copyright
Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.