ShodhKosh: Journal of Visual and Performing ArtsISSN (Online): 2582-7472
Ad Campaigns for Change: Gen Z’s Attitudinal Responses to Pro-Female Advertisements Manash P Goswami 1 1 Professor,
Department of Journalism & Mass Communication, North-Eastern Hill
University, Shillong, India 2 Research
Scholar, Department of Media & Communication, Central University of Tamil
Nadu, Thiruvarur, India
1. INTRODUCTION The
portrayal of women's roles in countries such as India, where patriarchal norms
are deeply rooted, has typically fallen short of recognising their full
potential and capabilities Grau
& Zotos (2016d), Döring
& Pöschl (2006c). Over time, women have experienced oppression and
in advertising, they are often depicted as homemakers reliant on men or
objectified, whereas men are presented as dominant and authoritarian figures Das
(2000). Most Indian advertisements focus solely on the
portrayals of Indian housewives and hence, this is a pertinent theme since it
remains taboo to discuss issues with sexual connotations Sharma
& Bumb (2021). The representation in question exerts a
significant impact on consumers, particularly among the female demographic, by
engendering body image complexities, eliciting apprehensions regarding
self-esteem, and intensifying societal expectations to conform to constrictive
beauty norms. These advertisements also promote gender norms and contribute to
women's marginalisation by promoting limiting roles, objectification, and
unattainable beauty standards. Since the
early 1950s and continuing into the present, feminist groups and social
activists have played a pivotal role in advancing women's freedom across
various domains, including politics, society and the economy. Feminism,
considered one of the oldest historical movements, has been the driving force
behind these endeavours. These movements were dedicated to eradicating gender
bias and promoting gender equality. Consequently, waves of feminism play a
significant role in the progression of women’s rights and opportunities Soken-Huberty (2022). The fourth wave of feminism is particularly
concerned with the interaction between the media and Internet usage for social
change Pruitt
(2022), which has given rise to a new advertising trend
known as femvertising. The term 'Femvertising'
is a portmanteau of 'feminism' and 'advertising.' This term was first coined by
the American digital company SheKnows Media, with a
concept centered on presenting pro-female talent,
messages and imagery to empower women and girls through advertising Skey
(2015). This genre of commercials aims to inspire and
empower women through pro-female messages and has gained widespread popularity
in recent years with an increasing number of brands adopting this strategy.
This shift in approach is reshaping the way brands engage with women Rodrigues (2016), and can be seen as a challenge to the
stereotypical representations often found in advertisements Akestam et al. (2017c). The
advertisement of the popular two-wheeler brand Hero Honda that launched for its
product ‘Pleasure’, endorsed by Bollywood actress Priyanka Chopra in 2006, was
one of the early femvertisements that showcased women
as an independent, confident and assertive individual in their advertising. By
highlighting women's individuality through stylish design options, encouraging
them to embrace personal freedom and make their own choices. This rise of women-empowered
advertisements has brought advertising to the forefront as a potent tool
capable of influencing, shaping and reflecting on purchases and sales. The
significance of advertising has been strengthened by the emergence of femvertising Abokhoza & Hamdalla (2019). Figure 1
Pro-female
advertising has undergone a transformation from stereotypical depictions of
women to more expressive portrayals, effectively resonating with diverse target
audiences. For instance, Dove’s Real Beauty campaign is known for promoting
body positivity and challenging traditional beauty standards. The campaign
features real women of diverse ages, body types and ethnicities rather than
professional models. The campaign encourages self-confidence and a healthy
self-image by celebrating natural beauty (Figure 2). Such impactful advertisements create an
impressive and evoke a sense of inspiration and shift in societal perception
and empowerment among women Aruna
& Gunasundari. (2021). Figure 2
Thus,
awareness through femvertising makes it a point to
rethink social and gender norms and update with changing societal trends. It is
more or less believed to influence behaviour,
cognitive processes, information and beliefs of society for newer cultural
standards of living to differentiate a company from competing investors Aruna
& Gunasundari. (2021), Raikar
(2020). The realm
of advertising transcends the dissemination of information. Its multifaceted
objectives encompass informing, educating and persuading audiences to shape
their attitudes and intentions. It ultimately guides them towards making
purchasing decisions. Beyond this immediate impact, advertising also plays a
pivotal role in evaluating enduring benefits, such as brand image, reputation
and emotional values, all of which have the potential to influence consumers,
whether positively or negatively Sadasivan (2019). Within this context, an individual's attitude
towards an advertisement emerges as a critical factor in advertising response MacKenzie et al. (1986c). This concept of attitude, defined as a person's
predisposition to respond positively or negatively to something, seamlessly
extends to attitudes toward advertisements, reflecting how individuals respond
favourably or unfavourably to specific ads during their exposure MacKenzie et al. (1986c). While
advertising strives to inform, educate, and persuade consumers, it also serves
as a lens through which consumers evaluate enduring brand perceptions
influenced by their attitudes towards the advertisements themselves. In this
intricate interplay, an individual’s attitude becomes linked to the dynamics of
the impact of advertising on consumer behaviour. Generation
Z, commonly known as Gen Z, which encompasses the population born between
1997-2012 Pew
Research Center. (2023b), is characterised as a hypercognitive generation
comfortable with gathering and cross-referencing information from different
sources and seamlessly merging virtual and offline experiences. They also
exhibit increased global connectivity and acceptance of different ethnicities Gupta
& Gulati (2014). This generation is considered an important target
group for femvertising products and services. This study
focuses on Gen Z’s attitude towards pro-female advertisements and their
purchasing behaviours for products and services advertised with such messages.
Based on Ostrom’s ABC model of attitude, the impact of pro-female advertising
has been attempted to examine using affective, behavioural and cognitive
components of attitude in this study. 2. Review of Literature Based on reviews of scholarly papers, reports and
opinions from various sources such as books, websites and magazines, the
essence of the reviewed literature is divided into two distinct sections. The
first section examines studies on attitudes toward femvertising
or pro-female advertising and their corresponding associations. The next
section focuses on studies conducted within the framework of Ostrom's ABC
attitude model. 2.1. Attitude Towards Advertising As defined
by the American Psychological Association (APA), Attitude represents a
relatively enduring and comprehensive evaluation of an object, individual,
group, issue, or concept, extending from the positive to the negative end of
the spectrum APA
Dictionary of Psychology. (n.d.-d). It signifies an individual's predisposition to
respond favourably or unfavourably to a specific stimulus Lutz
(1985). Attitude plays a pivotal role in advertising Fatima
& Abbas (2016). Researchers
have investigated the role of attitude as a crucial predictor of consumer
responses to advertising messages, attitudes towards a company or brand, and
the formation of purchase intentions Birmingham (1969), MacKenzie et al. (1986c), Moore
& Hutchinson (1983). Notably, these studies posit that attitude toward
an advertisement can serve as a reliable indicator of its effectiveness MacKenzie & Lutz (1989). Furthermore, research underscores that positive
reactions to advertisements are closely associated with more robust impacts,
including an improved attitude toward the company or brand and a heightened
likelihood of purchase Moore
& Hutchinson (1983). These findings underscore the critical need to
delve into the intricate processes governing the formation and influence of
attitudes in advertising, particularly within the context of femvertising. Escalas
(2007b) introduced the concept of 'narrative
self-referencing' in the context of femvertising.
This concept postulates that viewers' ability to personally identify and relate
to the female characters portrayed in everyday scenarios within femvertising messages that leads to a more favourable
attitude toward such femvertising messages. This
underscores the influential potential of narrative and relatability in shaping
attitudes towards pro-female advertisements. The
significance of attitudes towards advertising is pronounced, as it profoundly
shapes consumers' responses to specific advertisements Lutz
(1985), Mehta (2000). A noteworthy observation within the domain of
consumer attitudes towards advertising is that consumers generally have
negative perceptions of television advertising, whereas print advertisements
are often perceived as more engaging and informative compared to broadcast
advertisements; Mittal
(1994), Haller
(1974), Somasundaran & Light (1991). However,
apart from its direct influence on purchasing behaviour, it is pertinent to
acknowledge that television advertising significantly affects social behaviour Kotwal
et al. (2008). Marketers astutely recognise the influential role
of young demographics, especially children and teenagers, in steering family
purchase decisions. Consequently, they strategically select commercials and
television programs that effectively target this demographic, leveraging their
influence Kraak
& Pelletier (1998), Sashidhar & Adivi (2006). Teenagers have emerged as a formidable
influencing group capable of shaping purchase decisions across diverse product
categories within their families Sashidhar & Adivi (2006). Advertisers, recognising high disposable income,
influence on parental purchases, early brand loyalty, and inclination towards
impulse buying among teenagers, deliberately target this demographic Fox
(1996), McNeal
(1999). Consequently, exposure to television
advertisements augments teenagers' engagement and actively influences their
purchase decisions regarding products advertised on television. It is
noteworthy that emotional advertisements often yield more favourable brand
attitudes than other advertising formats De Pelsmacker & Geuens (1998c). Research studies have shown that advertisements
incorporate and deliver meaningful messages while evoking emotional responses
are intrinsically linked to the cultivation of more positive attitudes Abitbol
& Sternadori (2020). Turning our
attention to femvertising, which entails the
promotion of positive and empowering messages centered
on women, research conducted in the Western world suggests that pro-female
advertisements have consistently demonstrated a positive effect on consumers'
attitudes toward brands, particularly among female consumers who are
progressively distancing themselves from stereotypes perpetuated by traditional
advertisements Rodrigues (2016), Skey
(2015). Participants exposed to femvertising
messages consistently reported more positive attitudes towards the products
featured in these advertisements than those exposed to traditional
advertisements Drake (2017b). It is essential to emphasise that values and beliefs play a pivotal
role in shaping consumers' preferences for specific advertising messages,
particularly those that embrace a social stance such as femvertising
Paço & Reis (2012). 2.2. ABC Model of Attitude Advertising's
influence on consumer behaviour has long been studied by communication
scholars, with advertisers methodically creating messages to enlighten and
convince customers, hoping to elicit favourable responses towards their
products. Attitudes, which are recognised as powerful determinants of purchase
decisions, are crucial to understanding consumer behaviour. These attitudes,
which are thought to have a direct influence on behaviour, are a complex
mixture of feelings, ideas, and behaviours directed against certain objects,
people, things, or events MSEd (2023). Consumer
reactions are influenced by attitudes, which are reactions to antecedent
stimuli Breckler
(1984b). In the world of advertising, attitudes regarding
promotional activities have a big impact on the final aim of purchase.
Establishing a good attitude towards advertising and brand activities becomes
critical, as it correlates with favourable purchase behaviour and positive
emotional reactions, which serve as critical indicators for measuring
advertising efficiency Sadeghi
et al. (2015b). In 1969,
Thomas Marshall Ostrom developed the ABC model, a psychological framework for
understanding attitudes. This paradigm deconstructs attitudes into three
interconnected parts: affect, behaviour, and cognition. These components,
generally denoted by the verbs "feel, do, and think," encompass the
emotional, purposeful, and cognitive aspects of a person's reaction to an
attitude object. The
affective represents a person's feelings, which are reflected in excitement and
trust. behaviour is composed of intentions, verbal statements, and actual acts.
Finally, Cognition integrates knowledge and belief to form the cognitive
dimension. Each of these factors determines how an individual views a subject. When
evaluating events, things, or people, attitudes are highly interdependent. A
person's attitude is defined by how they react to their circumstances, whether
positively, negatively, or ambivalently Marketing attitudes are long-term
evaluations of a product or service Amin
(2015). The ABC
model is valuable for academics who are exploring consumer attitudes because it
offers a thorough framework to dissect and understand the subtle dynamics of
emotional, behavioural, and cognitive factors. In the context of advertising,
attitudes have a substantial impact on consumer behaviour. ·
Affective: In the ABC
model, the affective component is central to understand attitudes Mcleod (2023). It focuses on an individual's emotional response
to attitude objects. Currently, contemporary research challenges the idea that
cognitive beliefs alone shape attitudes Jain
(2014). According
to Agarwal
& Malhotra (2005), attitude and affect streams should be integrated.
Initially, affect is defined as an emotional response, then evaluative
judgments are based on brand beliefs. Breckler's methodological insights (1984)
propose using verbal reports to measure affect. As Chi
et al. (2018) point out, positive and negative affective states
add nuance to our understanding. The positive states of confidence, interest
and curiosity are prominent among teens, reflecting an assurance in data
management and a penchant for exploring diverse data types. While the study
noted occasional instances of negative affect, specific examples failed to
emerge. The affective component, positioned as the genesis of the ABC model,
intricately weaves emotions into attitudes. In order to
unravel the intricate dynamics that govern individuals' attitudes toward
objects and phenomena, this nuanced exploration becomes paramount. ·
Behavioural:
The
behavioural facet in Wicker
(1969) ABC model explores overt and verbal dimensions of
behavioural tendencies toward an attitude object. It involves observable
responses reflecting a person's inclination, be it favourable or unfavourable,
to engage with the attitude object. Breckler's insights (1984) describe this as
a dynamic interplay of overt actions, behavioural intentions and verbal
expressions. Defleur & Westie (1963) contributes by highlighting consistency in
attitudinal responses, imparting organisational structure and predictability.
The behavioural component acts as a linchpin, embodying observable
manifestations of attitudes, revealing organised and predictable behavioural
tendencies toward diverse objects. ·
Cognitive: The cognitive
dimension, integral to attitudes, explores evaluative opinions and beliefs
concerning a specific object. The cognitive component of an attitude
encompasses beliefs, thoughts, and attributes associated with an object,
person, issue, or situation, involving the mental processes of understanding
and interpreting information Mcleod (2023). The cognitive component of an attitude comprises
statements that articulate a spectrum of qualities from desirable to
undesirable, encapsulating the values and attributes attributed to the attitude
object. This includes beliefs concerning the object's properties, its inherent
characteristics and its interrelations with other objects, including the self.
This aspect thus delineates how individuals cognitively perceive and evaluate
an object, thereby shaping their overall attitude towards it Chi et al. (2018). Within the
context of Generation Z's attitudes toward Femvertising,
the cognitive facet plays a pivotal role. Drawing on insights from scholars
such as Ajzen
& Fishbein (1977b), beliefs in this cognitive domain constitute
foundational information shaping attitudes. As outlined by Breckler
(1984b), the cognitive component includes beliefs,
knowledge structures, perceptual responses and thoughts—creating a cognitive
storage area for organising information that shapes attitudes. The knowledge
function is closely linked to the cognitive component of attitudes, influencing
how individuals interpret and understand their beliefs and perceptions Mcleod (2023). Tri Dinh Le & Nguyen (2014) study on the ABC Model of Attitudes toward Mobile
Advertising aligns with this cognitive framework, emphasising the model's
structured division of attitudes into effect, behaviour, and cognition, thereby
offering valuable insights into Generation Z's attitudes toward Femvertising. With these
extensive previous research contributions, the current study focuses on the
Generation Z’s attitudes toward Femvertisements
through the following objectives 3. Objectives 1)
To
understand the attitudes of Gen Z Indians towards pro-female advertisements. 2)
To
study the role of pro-female advertisements in motivating a women-empowered
society. 3)
To
investigate the relationship between the response towards pro-female
advertising and the purchasing behaviour of Gen Z. 4. Theoretical Framework Empirical
evidence suggests that, in the context of advertisements; attitudes, subjective
standards, and perceived behavioural control are vital determinants linked to
the propensity to acquire counterfeit products Wang
(2014). Wang’s study provides useful insights into the
complex decision-making processes of Generation Z consumers. Osgood and
Tannenbaum’s Congruity Theory further enhances the understanding of consumer
attitudes, as changes in an individual's evaluation and attitude towards
pro-female ads typically shift in the direction of increased alignment with the
person’s existing beliefs and values Ostrom
(1969b). According to Osgood
& Tannenbaum (1955), changes in the evaluation of a phenomenon (or
concept) by an individual are always in the direction of increased congruity
with the existing frame of reference of that individual. Thus, perceived
attitudes toward pro-female advertisements can exert a specific influence on
Generation Z's purchase intentions, ultimately impacting their actual buying
behaviour Long
Yi (2011). Ostrom’s
ABC model of attitude provides a valuable framework for examining consumer
responses to marketing communications. By dividing attitudes into effect,
behaviour and cognition (Figure 3), this model helps elucidate the underlying
psychological processes that influence consumer decision-making Le & Nguyen (2014). Affect represents consumers’ emotional reactions
to advertisements, while behaviour refers to consumers’ intention to act, and
cognition pertains to their beliefs about the product and message of the
advertisement. Understanding the interplay between consumer feelings, thoughts,
and behaviours is essential for marketers to develop effective pro-female
advertising strategies that resonate with Gen Z’s values and aspirations Solomon
et al. (2012). The three
components of attitude focused on four major variables: emotional resonance,
brand affinity, gender activism, purchasing behaviour, and cognitive response.
The affective component of the ABC model focuses on the emotional facets of the
attitudes. Within this component, two variables were crafted to capture the
nuanced responses. The first variable, emotional resonance with advertising,
measures the depth of emotional engagement and extent of emotional connection
participants experience when exposed to advertising stimuli. The second
variable, brand affinity, assessed the strength of participants’ attachment to
brands featured in advertising. These variables were designed to provide a
comprehensive understanding of emotional responses within the context of
attitudes toward advertising. The
behavioural component of the ABC model is dedicated to measuring real-world
responses and actions in the context of attitudes towards advertising. Within
the behavioural component of the ABC model, two variables were formulated to
measure real-world responses and actions in the context of attitudes toward
advertising. These are gender activism and purchasing behaviour. Gender
activism assesses the extent to which participants engage in gender-related
activism or advocacy influenced by their attitudes toward advertising. It
offers insights into the practical actions individuals take in response to
advertising messages, particularly those related to gender issues, empowerment,
and inclusiveness. Purchase behaviour examines the impact of participants’ attitudes
toward advertising on their purchasing decisions. It provides valuable insights
into how individuals’ attitudes influence their buying behaviour concerning the
products or services featured in advertisements. The
cognitive component of the ABC model is dedicated to cognitive processes,
shedding light on how individuals think, process information, and shape their
beliefs. This study examined cognitive responses to advertisements, explicitly
focusing on cognitive responses related to gender equality, empowerment, and
inclusiveness, which provides valuable insights into the cognitive facets of
attitudes. By applying
Ostrom's ABC model of attitude, marketers can gain a comprehensive
understanding of the hierarchy of effects, allowing them to design targeted
marketing communications that resonate with consumers’ emotions, thoughts, and
behaviours. This knowledge empowers marketers to foster positive brand
relationships and drive Generation Z’s purchase decisions favouring pro-female
brands and products. Figure 3
This study
attempted to investigate based on Osgood and Tannenbaum’s theory of congruence
and Ostrom’s components of attitudes. 5. Methodology This study
aims to examine any attitudinal change of Generation Z towards pro-female
advertisements in the capital cities of the southern states of India, that is,
Amaravati, Bengaluru, Chennai, Hyderabad, and Thiruvananthapuram, by employing
Ostrom’s ABC model of attitude. The model comprises three interconnected
components: affective, behaviour, and cognition. The
affective component of Ostrom’s ABC model focuses on the emotional facets of
the attitudes. It examines how individuals emotionally respond to various
stimuli. The behavioural component encompasses observable actions and responses
stemming from attitudes. It includes the behaviours and decisions that
individuals make based on their attitudes. Finally, cognitive focuses on
cognitive processes. It explores how individuals think, process information,
and form their beliefs. The ABC model considers the dynamic interconnection
among its three components: Affectivity, Cognition, and behaviour. Affectivity
and Cognition were viewed as independent variables, while behaviour was considered a dependent
variable in the study. Advertisements can elicit both cognitive and emotional
responses in the audience. These emotional or cognitive responses are
recognised as potential influences on subsequent behavioural outcomes. This perspective
emphasises the bidirectional relationship between emotional and cognitive
reactions and their impact on behaviour. The analysis of these
interrelationships can be instrumental in unveiling the intricate dynamics of
play when individuals encounter pro-female advertisements. Specifically, it
will provide insights into how emotional and cognitive responses, whether
separately or in conjunction, contribute to shaping the behaviours of an
individual, namely gender activism and purchase behaviour for such
advertisements. 5.1. Population and Sampling The target
population for this study consisted of Generation Z individuals residing in the
southern Indian state capitals of - Amaravati, Bengaluru, Chennai, Hyderabad,
and Thiruvananthapuram. Generation Z was defined as those born between 1997 and
2012 Goldring
& Azab (2020b). Using a snowball sampling technique, data were gathered
by distributing questionnaires related to pro-female advertisements through
diverse social networks, such as Facebook, Instagram, and WhatsApp. The study
included 386 respondents who were actively engaged in the survey. Respondents
were encouraged to share the survey link within their networks to enhance
sample diversity and comprehensiveness. Data were
collected through a structured questionnaire designed to assess the five key
variables mentioned above, namely, Emotional Resonance, Brand Affinity,
Cognitive Response, Gender Activism, and Purchasing behaviour, which come under
the three components of attitudes (Affectivity, behaviour, and Cognition).
Prior to the implementation, the questionnaire underwent a pilot testing phase
to validate its clarity and relevance. 5.2. Analysis The present
study utilised statistical analysis to explore Generation Z’s attitudes toward
pro-female advertisements. Descriptive statistics were used to calculate the
mean, which revealed the average attitude score of the respondents. Similarly,
we assessed the role of these advertisements in promoting a women-empowered
society, obtaining the mean perception score through the
"Descriptive" function. To investigate the relationship between
positive emotional responses and purchasing behaviour, Spearman rank
correlation test was conducted. This method revealed any relationship between
emotional responses and consumer actions, shedding light on the influence of
emotions on consumer responses to pro-female advertisements. 6. Results The primary
objective of this study was to gain a comprehensive understanding of Generation
Z’s attitude toward pro-female advertisements. A number of
crucial attitude variables were meticulously examined to achieve this
objective. The results
of this study offer valuable insights into the prevailing attitudes within this
demographic. Notably, it was Gen Z, on average, maintained distinctly positive
attitudes toward pro-female advertisements. This positive disposition is
evident in the mean scores, which consistently approach or even exceed four on
a scale ranging from one to five (Table 1). This
finding underscores a noteworthy trend of favorability
towards pro-female advertising messages among the study participants. The
results suggest a strong inclination towards the themes and narratives
encapsulated in these advertisements, signifying their resonance with the
attitudes of the Indian Generation Z. Table 1
6.1. Pro-Female Advertising's Influence on Cognitive Response to Women's Empowerment and Gender Activism The data
presented in Table 1 indicates that pro-female advertisements
significantly promote a women-empowered society. From the examination of the
cognitive responses of the participants to these advertisements, it is evident
that they believe these advertisements are instrumental in challenging
traditional gender norms and divisions. More specifically, respondents
perceived these ads as promoting self-dependence, breaking down gender
barriers, emphasising inclusivity, and positively influencing views on gender
equality. These findings highlight how these advertisements motivate
individuals toward a more equal society for women. Additionally,
the high mean score (3.81) for Gender Activism, measured on a scale of 1 to 5,
indicates a strong commitment to gender-related activism among the study
participants. This underscores the idea that these advertisements inspire a
sense of empowerment, motivating individuals to take action to promote gender
equity. In summary,
pro-female advertisements not only challenge traditional gender norms, but also
inspire concrete actions to break down societal norms and promote inclusivity,
as seen in the cognitive responses of the participants and their commitment to
gender activism. 6.2. Correlation between emotional resonance with femvertising and purchasing behaviour This study
explored the relationship between Emotional Resonance with Femvertising
and Purchasing behaviour among participants. The analysis revealed a
statistically significant positive correlation between the two variables (r
(361) = 0.55, p < .001) indicating that as emotional resonance with femvertising increases, so does purchase behaviour. In
other words, individuals who report a stronger emotional connection and
engagement with pro-female advertising messages are more likely to exhibit
positive purchasing behaviours influenced by these advertisements. 7. Discussion This study
provides profound insights into Gen Z’s attitudes towards pro-female
advertisements, revealing a consistently positive disposition. These findings
underscore the resonance between these advertisements and the values of this
demographic, highlighting their favorability for
pro-female advertising messages. Furthermore,
the study extensively applied Osgood and Tannenbaum’s Congruity Theory and
Ostrom’s ABC Model to comprehend the influence of pro-female advertisements on
attitudes and behaviours. Congruity theory posits that individuals seek harmony
among their beliefs, attitudes, and actions. The results align with this
theory, as participants' positive attitudes towards pro-female advertisements
are congruent with their beliefs about gender equality and women's empowerment. Additionally,
Ostrom's ABC Model elucidates the cognitive, affective, and behavioural
components of attitudes. The cognitive responses of the participants indicated
that pro-female ads challenged traditional gender norms, promoted
self-dependence, and emphasised inclusivity and gender equality. This aligns
with the cognitive component of the Ostrom's model. The high
mean score for Gender Activism, measured on a scale from 1 to 5, suggests a
strong commitment to gender-related activism among participants, which is
linked to the behavioural component of Ostrom's model. In summary, pro-female
advertisements not only align with prevailing attitudes but also inspire
concrete actions and commitments in congruence with the theories applied. 8. Conclusion In
conclusion, this study revealed that Generation Z exhibits positive attitudes
toward pro-female advertisements, aligning with their values regarding gender
equality. The application of the congruity theory and Ostrom’s ABC Model have
deepened our understanding of how these advertisements shape both attitudes and
behaviours. Furthermore, this research underscores that pro-female
advertisements transcend mere attitude influence; they serve as catalysts for
concrete actions and commitments supporting gender equity. This highlights
their influential role in advancing women's empowerment and advocating
gender-related issues. Moreover, the study identified a significant correlation between favourable attitudes and purchase intentions. Individuals with positive attitudes towards pro-female advertisements are more inclined to engage in positive purchasing behaviour. This finding implies that pro-female advertisements can serve as an effective marketing strategy, particularly in the future. Overall, this research provides valuable insights into the interplay between pro-female advertising, attitudes, behaviours, and marketing strategies, emphasising the enduring significance of pro-female advertisements in shaping consumer perceptions and actions, especially among Generation Z.
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