Browsing Scientific articles by Subject "unconventional gender role"
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The effect of gender stereotype content, program congruity, and liking on unconventional French television advertisement recall and purchase intention.
(Peer reviewed; Journal article, 2021)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 ...