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6.3a An Exploratory Look at Gen Z's Reception of Ads Featuring Stay-at-home and Involved Dads
Abstract
The number of men choosing to stay at home to be the primary caregivers for their children is on the rise. Historically, advertising has reflected, reinforced and hastened the pace of societal change. With increase in stay-at-home dads (SAHD), there is also an increase in the ads featuring them. The current study adopts an experimental method (3x2 factorial design) to test in young adults the differences in the reception of ads featuring both men and women in primary caregiving roles. Results indicate that the group that watched an ad featuring a stay-at-home mom (SAHM) rated it as more favorable than the group that watched an ad featuring a stay-at-home dad (SAHD). However, subjects with egalitarian views on gender roles favored the ads featuring a SAHD more so than the subjects with traditionalist views. Implications are drawn.
First & Corresponding Author
Harsha Gangadharbatla, University of Colorado
Authors in the order to be printed.
Harsha Gangadharbatla, University of Colorado; Deepti Khedekar, Freelance Marketing Professional