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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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6.3a An Exploratory Look at Gen Z's Reception of Ads Featuring Stay-at-home and Involved Dads

Saturday, March 30, 2019 at 2:00 PM–3:30 PM CDT

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

Additional Authors

Deepti Khedekar, Freelance Marketing Professional