Web of Science: 2 citas, Scopus: 2 citas, Google Scholar: citas
Is there gender bias when creative directors judge advertising? Name cue effect in ad evaluation
Roca, David (Universitat Autònoma de Barcelona)
González Quesada, Alfons (Universitat Autònoma de Barcelona)
Tena Parera, Daniel (Universitat Autònoma de Barcelona)
Lázaro, Patrícia (Universitat Autònoma de Barcelona. Departament de Publicitat, Relacions Públiques i Comunicació Audiovisual)

Fecha: 2016
Resumen: 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.
Derechos: Tots els drets reservats
Lengua: Anglès.
Documento: article ; recerca ; submittedVersion
Materia: Gender ; Bias ; Advertising ; Creativity
Publicado en: International Journal of Advertising, Vol. 35 Núm. 6 (2016) , p. 1008-1023, ISSN 0265-0487

DOI: 10.1080/02650487.2015.1128868


36 p, 628.1 KB

El registro aparece en las colecciones:
Documentos de investigación > Documentos de los grupos de investigación de la UAB > Centros y grupos de investigación (producción científica) > Ciencias sociales y jurídicas > Grupo de Investigación en Publicidad y Relaciones Públicas (GRP)
Artículos > Artículos de investigación
Artículos > Artículos publicados

 Registro creado el 2018-04-25, última modificación el 2019-05-23



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