How chinese young consumers respond to gendered advertisements

Kara Chan*, Yu Leung Ng, Jianqiong Liu

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

3 Citations (Scopus)
52 Downloads (Pure)


Purpose: The purpose of this study is to examine the effectiveness of advertisements with different female role portrayals in a second-tier city with “first-class opportunities.” Chinese girls and women represent a huge market for personal as well as household goods. 

Design/methodology/approach – An experimental study was conducted using a convenience sample of 216 male and female participants aged 17-21 years in Changchun, China. Participants were asked to respond to print advertisements using traditional and modern female images including housewife, cute female, female with classical beauty, sporty, career-minded and neutral (tomboy). 

Findings – Results revealed that female participants responded more favorably toward advertisements using female images than male participants. There was no difference in the responses to the six different female images among both male and female participants. 

Research limitations/implications – Young consumers in China are not sensitive to the different female images used in the print advertisements. Advertisers can, therefore, enjoy flexibility in the selection of female gender roles for advertisements. 

Originality/value – Little is known about how marketers and advertisements can best communicate with young consumers in China using advertisements with different female images. This study fills this literature gap.

Original languageEnglish
Pages (from-to)353-364
Number of pages12
JournalYoung Consumers
Issue number4
Publication statusPublished - 11 Nov 2014

Scopus Subject Areas

  • Economics, Econometrics and Finance (miscellaneous)
  • Life-span and Life-course Studies

User-Defined Keywords

  • China
  • Advertising effect
  • Consumer perceptions
  • Experimental design
  • Gender roles


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