The effects of gender-stereotyped radio commercials

Kevin Durkin, Wilhelm Hurtz

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)


It is well established that mass-media content often presents strong traditional gender stereotypes, but relatively little is known of the effects of exposure to such content. This study investigates the impact of gender-stereotyped radio commercials on listeners' self-ratings of masculinity and femininity and on the efficiency with which they performed memory tasks that included gender-stereotyped trait terms. No effect on self-rating was obtained. Clear effects on information processing efficiency were found, with participants exposed to the stereotyped commercials showing superior performance on memory for trait words and on a secondary task. It is concluded that repetitive exposure to gender stereotypes via the media does promote the accessibility of stereotype-related cognitions.
Original languageEnglish
Pages (from-to)1974-1992
Number of pages18
JournalJournal of Applied Social Psychology
Issue number9
Publication statusPublished - Sep 2004


  • stereotype
  • radio
  • commercials
  • gender
  • social psychology


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