Gender stereotypes as a double-edged sword in political advertising

@article{Lee2014GenderSA,
  title={Gender stereotypes as a double-edged sword in political advertising},
  author={Yu-Kang Lee},
  journal={International Journal of Advertising},
  year={2014},
  volume={33},
  pages={203 - 234}
}
  • Yu-Kang Lee
  • Published 2014
  • Psychology
  • International Journal of Advertising
Today, more women are seeking public office in elections at all levels. Studies have thus drawn attention to the use of political advertising by female candidates. In the current research, we explore the persuasion effects of gender stereotypes. Gender stereotypes are proposed to be either an asset or a liability depending on the particulars of campaign theme and advertising style. Through two experiments (with samples of 281 and 270 eligible voters, respectively), participants made inferences… Expand
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