Self-Efficacy and Stereotyping in Advertising: Should Consumers Want a Change?

Sex-role stereotyping in advertising has been a controversial issue in the past decade. While studies have shown a disproportionate use of males in authority roles, little research has been done to examine the effects on consumers' self-efficacies. Results from this research indicate that, contrary to expectations, females had higher confidence in their purchase decisions after viewing stereotypical television advertisements. Social implications for advertisers and marketers are discussed.