| Abstract [eng] |
Stereotypes are an integral part of the societal context, encompassing many different social and demographic groups. According to Bordalo et al. (2016), there are three broad approaches to stereotypes, one of which is sociological, most commonly used in the field of marketing research. From a sociological point of view, stereotypes are seen as fundamentally incorrect and degrading generalizations of group characteristics. Accordingly, breaking stereotypes in advertising is a reflection of social change and movements such as feminism and racial equality. It is no secret that advertising, as a purely sales promotion tool, is playing an increasingly important role in the social context, so the popularity of non-stereotypical advertisement such as 'femvertising' makes it necessary to study the effects of advertisement breaking stereotypes. The psychological effect of advertising is a direct effect on the consumer's psyche (Oržekauskas, Krupavičius, 2009), the main components of which are considered to be emotional, cognitive and behavioral responses (Jakštienė et al., 2008; Jokubauskas, 2007). It is through the prism of psychological impact that stereotypical advertising affects the consumer's self-congruence. The phenomenon of self-congruence is described as a phenomenon, where the consumer compares the concept of self-perception with the image of the brand consumer (Astakhova et al., 2017). The scientific literature distinguishes two dimensions of self-congruence - actual and ideal (Astakhova et al., 2017; Japutra et al., 2019; Malär et al., 2011). Self-congruence can lead to consumer brand attachment (Huber et al., 2018; Malär et al., 2011), impulsive purchase behavior (Japutra et al., 2019), or influence brand attitude (Sandhu et al., 2018). Brand attitude can be positive or negative (Sandhu et al., 2018) and is described by how an individual tends to view information related to a brand positively or negatively. Advertisement breaking stereotypes, the psychological impact of advertising, self-congruence and brand attitudes are studied by researchers separately, in different contexts, and the lack of consistent research on the mentioned constructs suggests a scientific problem: what are the links between the psychological impact of advertisement breaking stereotypes, self-congruence and brand attitude? The results of an empirical study revealed that advertisement breaking stereotypes has a positive psychological effect on brand attitudes in terms of cognitive and behavioral aspects, and a positive psychological effect on real and ideal self-congruence in terms of behavior. This means that the consumer's attitude towards the brand is positively influenced by the memorability of stereotypical advertising and stimulates the cognitive function. Self-congruence is positively influenced by the behavioral aspect of advertisement breaking stereotypes. The results of the study also revealed that both actual and ideal self-congruence have a positive effect on brand attitudes. Based on the results of the comparative analysis, it can be stated that the psychological impact of advertisement breaking stereotypes is stronger than that of stereotypical advertising. |
