Advances in Consumer Research
Association for Consumer Research
This paper uses institutional theory to examine how advertising professionals resist the use of gender stereotypical messages in advertising. Through in-depth interviews, we examine how advertising executives across the U.S., UK, and Turkey conceptualize gendered messages and the strategies used to resist these practices within their institutions.
Zayer, Linda Tuncay; Coleman, Catherine; and Hesapci, Ozlem. Resistance to Gender Stereotyping in Advertising Institutions. Advances in Consumer Research, 44, : 236-240, 2016. Retrieved from Loyola eCommons, School of Business: Faculty Publications and Other Works,
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© Association for Consumer Research 2016