Is there gender bias when creative directors judge advertising? Name cue effect in ad evaluation
| Autor: | Patrícia Lázaro, Alfons González, Daniel Tena, David Roca |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2016 |
| Předmět: |
Marketing
ComputingMilieux_THECOMPUTINGPROFESSION Communication media_common.quotation_subject 05 social sciences Fraternity Gender Advertising Creativity Bias Perception 0502 economics and business Gender bias Selection (linguistics) 050211 marketing Psychology Social psychology 050203 business & management ComputingMilieux_MISCELLANEOUS Qualitative research media_common |
| Zdroj: | Dipòsit Digital de Documents de la UAB Universitat Autònoma de Barcelona |
| Popis: | A lack of women in creative departments has been documented in previous research. These departments are seen as a male fraternity subculture in advertising agencies, where women experience many difficulties in their career progress. One of these drawbacks is gender bias in the selection of ideas' process. Male creative directors are believed to promote ideas created by men within a homosocial environment. This female perception, that emerged from previous qualitative research, is studied experimentally for the first time. Almost 90 advertising creative directors and higher level positions, assessed ads created by students in an advertising university course. In the current study we explore the effects of ad gender authorship. Results revealed an absence of gender bias based on ad name cues, neither the gender of the ad creators nor the creatives affected the evaluations. The findings are discussed and future research is proposed. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|