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Keywords: Gender stereotypes
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (13): 63–93.
Published: 29 March 2021
...Nina Åkestam; Sara Rosengren; Micael Dahlén; Karina T. Liljedal; Hanna Berg Purpose This paper aims to investigate cross-gender effects of gender stereotypes in advertising. More specifically, it proposes that the negative effects found in studies of women’s reactions to stereotyped female...
