The authors thank two anonymous reviewers for their constructive criticisms of an earlier version of this manuscript.
The Effects of Gender-Stereotyped Radio Commercials†
Article first published online: 31 JUL 2006
Journal of Applied Social Psychology
Volume 34, Issue 9, pages 1974–1992, September 2004
How to Cite
Hurtz, W. and Durkin, K. (2004), The Effects of Gender-Stereotyped Radio Commercials. Journal of Applied Social Psychology, 34: 1974–1992. doi: 10.1111/j.1559-1816.2004.tb02595.x
- Issue published online: 31 JUL 2006
- Article first published online: 31 JUL 2006
It is well established that mass-media content often presents strong traditional gender stereotypes, but relatively little is known of the effects of exposure to such content. This study investigates the impact of gender-stereotyped radio commercials on listeners' self-ratings of masculinity and femininity and on the efficiency with which they performed memory tasks that included gender-stereotyped trait terms. No effect on self-rating was obtained. Clear effects on information processing efficiency were found, with participants exposed to the stereotyped commercials showing superior performance on memory for trait words and on a secondary task. It is concluded that repetitive exposure to gender stereotypes via the media does promote the accessibility of stereotype-related cognitions.