RRBM Honor Roll

The RRBM Honor Roll publications have been selected as examples of research that is both rigorous and relevant. The listing below offers credible insights for society.

These publications have been selected for the RRBM Honor Roll by the Selection Board with the exception of 2019 articles selected by a pre-test review panel.

 

Nature of the publicationJournal article
Title of the publicationCan Advertising Benefit Women’s Development? Preliminary Insights from a Multi-Method Investigation
Journal name/Book publisherJournal of the Academy of Marketing Science
DOIdoi.org
Abstract

We examine the interaction effect of country-level aggregate advertising spending and internet access on women’s development.
We explain why this interaction effect either enhances or discourages women’s development. Our empirical analysis
of aggregate advertising spending across forty-eight countries over five years uncovers a conditional effect. Advertising may
have adverse consequences on women’s development when internet access is low. However, in conjunction with high levels
of internet access, advertising corresponds to advancing women’s development. Through an experimental study, we show one
possible mechanism for this development: on one hand, the growing trend of femvertising produces comments supportive
of women’s empowerment. On the other, stereotypically-sexist ads elicit psychological reactance to objectifying messages.
Both the celebration of messaging that supports women and the criticism of sexist stereotyping are now being widely shared
online. To explore this phenomenon globally, we conducted a qualitative analysis of social media responses to Dove ads
aired within multiple countries. We find that consumers amplified empowering advertisements across a range of different
cultural contexts. These findings have implications for advertisers, marketers, and policy makers: such constituencies should
consider how advertising can facilitate women’s development by providing marketplace conditions that promote personal
evolution.

Author #1Gautham Vadakkepatt
Affiliation Author #1George Mason University
Author #2Andrew Bryant
Affiliation Author #2Drake University
Author #3Ronald Paul Hill
Affiliation Author #3THE American University
Author #4Joshua Nunziato
Affiliation Author #4UC-Boulder