Influence of television commercials on women's self-confidence and independent judgment

Abstract

Two matched series of TV commercials served as stimuli in a study with 52 female undergraduates. One series consisted of 4 replicas of current network commercials. The other series consisted of the same 4 commercials, identical in every respect except that each of the roles in the scenario was portrayed by a person of the opposite sex. Ss viewed either the traditional or reversed-role series. Those exposed to the nontraditional versions showed more independence of judgment in an Asch-type conformity test and displayed greater self-confidence when delivering a speech, thus supporting the hypothesis that commercials function as social cues to trigger and reinforce sex role stereotypes. Findings suggest that repeated exposure to nonstereotypic commercials might help produce positive and lasting behavioral changes in women. (24 ref) (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1980 American Psychological Association.