Diversity in Femvertising: An Experimental Investigation
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Papadopoulou, C., Hultman, M. and Oghazi, P. (2026). Diversity in Femvertising: An Experimental Investigation. Psychology & Marketing, 43, 518-537. https://doi.org/10.1002/mar.70071
© 2025 The Author(s). Psychology & Marketing published by Wiley Periodicals LLC. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
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Pysyvä osoite
Kuvaus
Diversity in femvertising—advertising that empowers women through inclusive representation—has gained significant traction in recent times. Yet consumer perceptions of its authenticity and effectiveness remain underexplored. This study examines the impact of diverse representation in femvertising on brand attitudes, purchase intentions, and consumer behavior. Findings from four experimental studies reveal that diversity enhances brand perceptions and purchase intentions, mediated by perceived brand authenticity. However, political orientation moderates these effects; liberals respond more positively to diverse advertisements while conservatives prefer homogeneous representations. These insights highlight the importance of authenticity in femvertising and the potential risks of tokenism and political polarization. The research contributes to advertising knowledge by incorporating intersectionality, examining behavioral outcomes, and addressing the ideological divide in consumer responses. Practical implications suggest that brands should balance diversity with authenticity to foster inclusivity without alienating key audiences. Future research should explore the optimal level of diversity, long-term effects on brand loyalty, and the role of AI-driven personalization in diverse advertising.
Emojulkaisu
ISBN
ISSN
1520-6793
0742-6046
0742-6046
Aihealue
Kausijulkaisu
Psychology and marketing|43
OKM-julkaisutyyppi
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä (vertaisarvioitu)