Feminism and advertising: Responses to sexual ads featuring women: How the differential influence of Feminist perspectives can inform targeting strategies

Recent studies indicate that U.S. consumers' feminist attitudes can influence positively their evaluations of sexual images of women in advertisements.
Choi, Yoo, Reichert, and Northup

MANAGEMENT SLANT

  • Despite the conventional wisdom, consumers with positive attitudes toward third-wave (or liberal contemporary) feminism positively evaluated sexual images of women in advertisements. This finding...