{"id":{"repo_id":"wvu","oai_identifier":"oai:researchrepository.wvu.edu:etd-2368"},"canonical_url":"https://search.dev.ndltd.org/etd/wvu/oai:researchrepository.wvu.edu:etd-2368","repository":{"repo_id":"wvu","name":"West Virginia University","base_url":"https://researchrepository.wvu.edu/do/oai/"},"display":{"title":"Gender stereotypes in children's television commercials and the effects on consumer purchasing behavior","abstract":"This research presents an exploratory investigation on the extent of gender stereotypes portrayed in children's television commercials and the effects on consumer purchasing behavior. The author conducted two studies including a content analysis of viewing 75 children's television commercials, 25 boy, 25 girl, 25 neutral, and documenting evidence of roles, traits, activities, products, speaking parts and settings. Qualitative focus groups were then conducted to correlate the documented gender stereotypes with purchasing behaviors among children between the ages of 6--12. Major findings for this research revealed that there are many gender stereotypes in children's television commercials including the issue that male characters pitch more neutral products than female characters. Findings also revealed that gender stereotypes in commercials influence responsive behavior among boys and girls very differently.","abstract_html":"This research presents an exploratory investigation on the extent of gender stereotypes portrayed in children's television commercials and the effects on consumer purchasing behavior. The author conducted two studies including a content analysis of viewing 75 children's television commercials, 25 boy, 25 girl, 25 neutral, and documenting evidence of roles, traits, activities, products, speaking parts and settings. Qualitative focus groups were then conducted to correlate the documented gender stereotypes with purchasing behaviors among children between the ages of 6--12. Major findings for this research revealed that there are many gender stereotypes in children's television commercials including the issue that male characters pitch more neutral products than female characters. Findings also revealed that gender stereotypes in commercials influence responsive behavior among boys and girls very differently.","abstract_has_math":false,"creators":["Asztalos, Joanne G."],"institution":null,"degree_name":"MS","degree_level":"Thesis","degree_discipline":"Reed College of Media","degree_department":null,"school":null,"contributors":["Terry Wimmer."],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2003,"date_issued":"2003-12-01T08:00:00Z","date_published":"2003-12-01T08:00:00Z","updated_at":"2026-07-24T06:15:40Z","subjects":["Journalism","Marketing","Mass communication"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[{"key":"dc:identifier","label":"Identifier","values":["https://researchrepository.wvu.edu/etd/1365"],"render_values":[{"text":"https://researchrepository.wvu.edu/etd/1365","href":"https://researchrepository.wvu.edu/etd/1365","code":true}]}]},"links":{"outbound_url":"https://doi.org/10.33915/etd.1365","outbound_label":"DOI","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Terry Wimmer."]},{"key":"dc:creator","label":"Author","values":["Asztalos, Joanne G."]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2019-01-17T08:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Reed College of Media"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["MS"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Journalism","Marketing","Mass communication"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://doi.org/10.33915/etd.1365","https://researchrepository.wvu.edu/etd/1365"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This research presents an exploratory investigation on the extent of gender stereotypes portrayed in children's television commercials and the effects on consumer purchasing behavior. The author conducted two studies including a content analysis of viewing 75 children's television commercials, 25 boy, 25 girl, 25 neutral, and documenting evidence of roles, traits, activities, products, speaking parts and settings. Qualitative focus groups were then conducted to correlate the documented gender stereotypes with purchasing behaviors among children between the ages of 6--12. Major findings for this research revealed that there are many gender stereotypes in children's television commercials including the issue that male characters pitch more neutral products than female characters. Findings also revealed that gender stereotypes in commercials influence responsive behavior among boys and girls very differently."]},{"key":"dc:title","label":"Title","values":["Gender stereotypes in children's television commercials and the effects on consumer purchasing behavior"]}]}],"canonical_facts":{"dc:contributor":["Terry Wimmer."],"dc:creator":["Asztalos, Joanne G."],"dc:date.available":["2019-01-17T08:00:00Z"],"dc:description.abstract":["This research presents an exploratory investigation on the extent of gender stereotypes portrayed in children's television commercials and the effects on consumer purchasing behavior. The author conducted two studies including a content analysis of viewing 75 children's television commercials, 25 boy, 25 girl, 25 neutral, and documenting evidence of roles, traits, activities, products, speaking parts and settings. Qualitative focus groups were then conducted to correlate the documented gender stereotypes with purchasing behaviors among children between the ages of 6--12. Major findings for this research revealed that there are many gender stereotypes in children's television commercials including the issue that male characters pitch more neutral products than female characters. Findings also revealed that gender stereotypes in commercials influence responsive behavior among boys and girls very differently."],"dc:identifier":["https://doi.org/10.33915/etd.1365","https://researchrepository.wvu.edu/etd/1365"],"dc:subject":["Journalism","Marketing","Mass communication"],"dc:title":["Gender stereotypes in children's television commercials and the effects on consumer purchasing behavior"],"thesis:degree_discipline":["Reed College of Media"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["MS"]},"updated_at":"2026-07-24T06:15:40Z"}