2026-10-15T09:32:55Z https://data.mendeley.com/oai

oai:data.mendeley.com/2szfvnjc6x.1 2022-02-07T09:59:06Z

Pavlič, Jani The influence of gender-neutral advertising on digital consumers’ advertising attitudes Mendeley Data Gender-neutral advertising has become an important approach in terms of digital consumers, shifting from traditional stereotyped values towards the inclusiveness of both genders. To examine the influence of gender-neutral advertising on digital consumers, we measured the attitude towards gender-neutral and gender-stereotyped advertisements. To this end, a questionnaire and within-study design were employed to gather responses to three advertisements of both types from the prevailing industries (beauty, kids, care). Respondents, recognised as digital consumers, showed a significantly higher advertising attitude score for gender-neutral advertisements, while socio-demographic variables were not recognised as covariates. The results have important implications for marketers and researchers, since neutral-gender advertising may outperform the traditional values of targeted gender marketing practices, and become the prevailing form of gaining favourable impacts in young digital consumers. Advertising Tomažič, Tina Blažević, Karmen Dataset doi:10.17632/2szfvnjc6x.1 oai:data.mendeley.com/2szfvnjc6x.1 Creative Commons Attribution 4.0 International http://creativecommons.org/licenses/by/4.0 https://data.mendeley.com/datasets/2szfvnjc6x 2022-02-07T09:59:06Z