The effect of gender stereotype content, program congruity, and liking on unconventional French television advertisement recall and purchase intention.

Abstract

This study investigated the effect of the portrayal of unconventional gender roles in advert content, congruent program context, and liking of the advert on subsequent memory and purchase intention. In all, 186 French participants watched either a congruent-stereotype content program or an incongruent neutral one, with either 3 conventional or unconventional gender role adverts embedded within it. Results suggested that advert recall scores and product purchase intention ratings were significantly higher for unconventional adverts, in a congruent program context. Advert liking positively influenced memory and purchase intentions, but there were no significant differences in recall of unconventional adverts between genders.