Effects of Femvertising in Korea : How Young Female Consumers Respond to Female Empowerment Ads

2021 ◽  
Vol 130 ◽  
pp. 167-188
Author(s):  
Namhyun Um
Keyword(s):  
Young Female ◽  
Female Empowerment ◽  
Female Consumers

scholarly journals Differences in Energy Information Displayed with the Food and Its Effect on Psychological or Physiological Responses in Young Female Consumers

2020 ◽  
Vol 78 (5) ◽  
pp. 223-231
Author(s):  
Maki Suzuki ◽  
Kotomi Miyata ◽  
Yuji Wada ◽  
Takako Muto ◽  
Kazuhiko Kotani ◽  
...  
Keyword(s):  
Physiological Responses ◽  
Young Female ◽  
Female Consumers ◽  
Energy Information

A Study on Acceptance and Hedonic Perception of Young Female Consumers of Squeeze Porridge

2020 ◽  
Vol 49 (11) ◽  
pp. 1289-1299
Author(s):  
Ji O Lee ◽  
Young Seo Kim ◽  
Su Mi Yoo ◽  
Ji Eun Oh ◽  
Mi Sook Cho
Keyword(s):  
Young Female ◽  
Female Consumers

scholarly journals Street harassment is marketplace discrimination: The impact of street harassment on young female consumers’ marketplace experiences

2020 ◽  
Vol 57 ◽  
pp. 102220
Author(s):  
Mark S. Rosenbaum ◽  
Karen L. Edwards ◽  
Binayak Malla ◽  
Jyoti Regmi Adhikary ◽  
Germán Contreras Ramírez
Keyword(s):  
Young Female ◽  
Street Harassment ◽  
Female Consumers ◽  
The Impact

Gatas y Vatas

2018 ◽  
Author(s):  
Ana R. Alonso-Minutti
Keyword(s):  
New Mexico ◽  
White Male ◽  
Experimental Music ◽  
Young Female ◽  
Male Dominance ◽  
Female Empowerment ◽  
Music Festival ◽  
Music Scenes ◽  
The City ◽  
Female Equality

This chapter centers on the activities of Gatas y Vatas, an annual experimental music festival in New Mexico that features solo performances by local practitioners. Initiated by young female Hispanic musicians as an attempt to counteract the white male dominance of local music scenes, Gatas y Vatas has become a catalyst of female empowerment where participants experience liberation while defying gender norms in an all-inclusive environment. Alonso-Minutti examines how the practices fostered in the festival are tied to a locally perceived freedom granted by Albuquerque’s complex cultural makeup. To the “Gatas,” the city is a place where “everything is possible.” She argues that this sentiment of endless potential drives performers to experiment with sound, noise, technology, and the environment and to engage in activities that foster a feminist ideal rooted in a Hispanic connection. The result is a community-oriented experimental atmosphere that has reached levels of inclusion and female equality rarely seen in experimental music scenes.

scholarly journals Sex sells? The role of female agency in sexualized advertisements

2020 ◽  
Vol 15 (1) ◽  
Author(s):  
Matthias Keller ◽  
Mirella Walker ◽  
Leonie Reutner
Keyword(s):  
Young Female ◽  
The Other ◽  
Female Agency ◽  
Female Consumers ◽  
Other Hand ◽  
Methodological Approaches ◽  
Perceived Familiarity ◽  
The One

Advertising with sexualized female models is a commonly used technique in the advertisement industry. While “sex sells” is often successful in eliciting positive responses from male consumers, it often elicits negative responses from female consumers. On the one hand, female consumers might perceive sexualization as lacking in value (i.e., as a cheap display of sexuality lacking any kind of commitment). On the other hand, they might perceive sexualization as lacking in agency (i.e., as the model being displayed as an object rather than a subject). In two studies we investigate whether it is the lack of value or the lack of agency in sexualization that leads to more negative evaluations by young female perceivers. We manipulated the slogan in a sexualized advertisement so that it either adds value to sex (but does not add agency to the model) or so that it adds agency to the model (but does not add value to sex). Furthermore, we investigate the role of relatedness between the consumer and model with two advanced methodological approaches manipulating the facial characteristics of the model in the advertisement. In Study 1, we manipulated relatedness via perceived familiarity of the model’s face, whereas in Study 2, we manipulated relatedness via actual similarity between the perceivers’ and the model’s face in the advertisement. Results indicate that the lack of agency rather than the lack of value leads to negative evaluations by female consumers. This effect was pronounced if the advertisement model was relatable to the consumers.

scholarly journals FACTORS INFLUENCING YOUNG FEMALE PURCHASE INTENTION TOWARDS LOCAL COSMETICS PRODUCT IN MALAYSIA

2020 ◽  
Vol 3 (11) ◽  
pp. 01-12
Author(s):  
Nik Noorhazila Nik Mud ◽  
Norfazlirda Hairani ◽  
Aimi Nadia Ibrahim@Zakaria ◽  
Mardhiah Kamaruddin ◽  
Hazriah Hasan
Keyword(s):  
Purchase Intention ◽  
Pearson Correlation ◽  
Young Female ◽  
Brand Awareness ◽  
Consumer Experience ◽  
Cosmetic Product ◽  
Female Consumers ◽  
Consumer Experiences ◽  
Or Organization ◽  
Main Factor

This paper aimed to study the effect between attitude, brand awareness, consumer experiences and price on young female purchase intention towards local cosmetic products in Malaysia. The main factor of consumer behaviour that used in this study was to analyse customer female purchase intention were attitude, brand awareness, consumer experience, and price. We used a survey questionnaire to collect 226 valid responses from a female student of Bachelor of Entrepreneurship (Retailing) with Honours in UMK. These collected data were analysed using Statistical Package for Social Science (SPSS) version 24 and the result gathered through the Pearson Correlation Coefficient and Multiple Regression. The findings revealed that attitude, brand awareness, consumer experiences, and price emerged with a significant influence on female intention toward local cosmetics among young female consumers. The implication from this study is for the female consumer who is wearing a cosmetic product, an industry or organization who involve in produce local cosmetic product and retailer who sale a local cosmetic product. Finally, the result shows that attitude influences young female purchase intention the most compared to brand awareness, consumer experiences, and price.

Does this fit my style? The role of self-congruity in young women’s repurchase intention for intimate apparel

2016 ◽  
Vol 20 (4) ◽  
pp. 417-434 ◽  
Author(s):  
Vania Vigolo ◽  
Marta Maria Ugolini
Keyword(s):  
Young Women ◽  
Brand Personality ◽  
Young Female ◽  
Self Concept ◽  
Ideal Self ◽  
Content Type ◽  
Repurchase Intentions ◽  
Female Consumers ◽  
Intimate Apparel

Purpose The purpose of this paper is to investigate the role of actual and ideal congruity in predicting the repurchase intentions of young women in relation to inconspicuous fashion items. Design/methodology/approach The research focussed on a non-luxury intimate apparel brand, typical of daily use and private consumption. Regression analyses were conducted on a sample of 308 young female consumers to identify the effect of actual and ideal congruity in determining repurchase intentions. A cluster analysis based on actual self-concept was employed to develop a typology for consumers. Findings Unexpectedly, the findings revealed that ideal congruity is a stronger predictor of repurchase intentions than actual congruity. Further, based on actual self-concept, three profiles of young women emerged: active romantics, self-assureds and reliables. The clusters differed in relation to perceptions of brand personality and the effect of self-congruity on repurchase intentions. Research limitations/implications This study was conducted using participants from one university in Northern Italy. Thus, the main limitations of this study relate to sample size and selection. Additionally, this study only investigated the perceptions of young women. Practical implications This study suggests that non-luxury intimate apparel items, typical of daily use, are not merely functional purchases, but reflect young women’s self-expression motives. Accordingly, fashion marketers should focus on consumers’ ideal self-concepts to develop effective promotion strategies. Further, specific dimensions of brand personality should be considered in relation to the different clusters. Originality/value This study shows that repurchase intentions towards inconspicuous non-luxury fashion items are explained more by self-esteem motives (i.e. ideal congruity) than self-consistency motives (i.e. actual congruity).

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