University of Twente Student Theses
Beyond Stereotypes : Exploring Diversity in Male Grooming Advertising and its Influence on Consumer Self-Perception and Brand Attitude
Dikaiofylakos, Kyriaki (2024) Beyond Stereotypes : Exploring Diversity in Male Grooming Advertising and its Influence on Consumer Self-Perception and Brand Attitude.
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| Abstract: | This study explores the evolving landscape of male grooming advertising, moving away from stereotypes towards inclusive campaigns. Investigating the impact of diversity on consumer attitudes, with a focus on the LGBTQ+ community, the research delves into body types and gender identity. Employing a between-subjects experimental design with 297 participants, four posters showcase different aspects of diversity. Results reveal that body diversity positively influences group identification, while gender identity diversity does not significantly impact reactions. Posters featuring both types of diversity enhance brand perception, purchase intentions, and group identification compared to those highlighting only one type. Despite no mediation effect through self-esteem and group identification, a significant moderator effect emerges: non-cisgender consumers exhibit greater group identification, brand image, and purchase intentions when exposed to gender diversity advertising, contrasting with cisgender consumers. The findings provide insights for male grooming companies to tailor advertising based on target demographics, emphasizing the positive influence of diverse representations. The study underscores the pivotal role of LGBTQ+ groups in fostering positive developments in the advertising industry, suggesting opportunities for more inclusive and impactful marketing campaigns. Ultimately, it encourages further exploration of diverse representations in advertising. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 70 social sciences in general |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/97979 |
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