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Magdalena Zawisza Russell Luyt Anna Maria Zawadzka Jacek Buczny 《Journal of Gender Studies》2018,27(4):464-480
Advertisers shy away from using non-traditional (vs. traditional) male gender portrayals even though theory suggests they may be more effective cross-nationally. Two main hypotheses were tested cross-nationally for the first time. H1: ‘paternalistic’ male stereotypes (e.g. Househusband) would be more effective than ‘envious’ male stereotypes (e.g. Businessman) across countries confirming the stereotype content model (SCM). H2: the match between initial male gender role attitudes and advertisement type would increase advertisement effectiveness only in countries with relatively low egalitarian norms (i.e. Poland and South Africa). A cross-national study was conducted through the use of student samples following a 3(country: United Kingdom, Poland and South Africa) × 2(advertisement type) × (gender attitude) mixed design (N = 373). A three-way multivariate analysis of variance showed support for H1 and partial support for H2 (i.e. the second hypothesis held on purchase intent and for South Africa). The study provides evidence for the cross-national applicability of the SCM to advertising and the limited predictive value of gender attitudes for purchase intent depending on country. Thus, contrary to mainstream advertising practices, breaking male gender stereotypes does appear to pay cross-nationally. Theoretical and practical implications alongside the potential for change in practices are discussed. 相似文献
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Tobias Jung Tim Scott Huw T. O. Davies Peter Bower Diane Whalley Rosalind McNally Russell Mannion 《Public administration review》2009,69(6):1087-1096
Organizational culture is widely considered to be one of the most significant factors in reforming and modernizing public administration and service delivery. This article documents the findings of a literature review of existing qualitative and quantitative instruments for the exploration of organizational culture. Seventy instruments are identified, of which 48 could be submitted to psychometric assessment. The majority of these are at a preliminary stage of development. The study's conclusion is that there is no ideal instrument for cultural exploration. The degree to which any measure is seen as "fit for purpose" depends on the particular reason for which it is to be used and the context within which it is to be applied. 相似文献