The Use Of Masculinity Stereotypes In Bookmaker Advertising Increases Its Success

According to the results of the study conducted by the university of california, the operation of stereotypical images of masculinity in advertising gambling operators ensures her greater success. This writes calvinayre.Com.

Masculin images, more precisely, their stereotypes, in advertising make men risk more, instilling more optimism about the results of their actions. In this case, gender stereotypes did not have such influence on women.

Such observations made scientists as a result of the experiment, during which the subjects offered to play a game similar to gambling. Then participants were divided into two groups – by gender sign – and asked for reading materials containing samples of stereotypical behavior of the appropriate floor. Next, the participants of the experiment continued to play the game, and men showed a big risk. In this case, the behavior of women has not changed.

Similar results have shown similar studies conducted in australia: men turned out to be more prone to financial risks, being under the influence of images of physically attractive men. This is due to the desire of men to compensate for the lack of their own attractiveness with material imperisibility.