HOW THE INFLUENCE OF SPECTATORS' CULTURAL VALUES CHANGES THE CUSTOMERS’ RESPONSE TOWARDS GENDER ROLE STEREOTYPING IN ADVERTISING AND ITS SUBSEQUENT EFFECT ON ATTITUDE TOWARDS THE BRANDS.

Abstract

Purpose The purpose ofthis research is to identify if cultural values have any significant impact on the relationship between the spectators’ perception towards Gender role stereotyping in advertisement and their attitude towards brands being advertised. This research also aims to seek answers that whether GENY and GENZ have any difference of opinion when it comes to gender role stereotyping in ads and does this affect their attitude towards brands. Methodology & Design The research method was Quantitative; convenience sampling was done for this thesis. The data population was 849 and survey was distributed online and on campus in 4 universities of Karachi. Smart PLS was used for the moderation analysis, while the descriptive frequencies were run by SPSS. Findings For our research questions, we found an ample amount of data and ran it. We find that two out of our four cultural moderators have a significant impact on the direct relationship between Gender Roles Stereotyping and its relationship with Spectators’ Attitude towards Brands in Pakistan. We also received a significance difference in opinion on how GenY and GenZ views the gender stereotypical advertisements and what to the think about their attitude towards the brands that use GSA Limitations This is only limited to students situated in Karachi, Pakistan. Time Constraint. Recommendations Further research in this domain must be conducted in Pakistan to better understand the other cultural values and their impact on the GSA and ATB’s relationship. This study was survey based but an experimental study to see in lab how these cultural values actually work can be a significant addition to future researchers.