Women's responses to stereotypical media portrayals: An fMRI study of sexualized and domestic images of women

摘要

Women tend to be portrayed in a sexualized or domestic manner in mainstream advertising; importantly this trend holds not only for ads targeting men but also for those targeting women themselves. Such a focus on sexualized portrayals in particular may not seem strategic given a wealth of evidence suggesting that women evaluate these portrayals quite negatively. Consumer attitudes toward domestic portrayals are more mixed but, unsurprisingly, vary according to how much a woman identifies as traditional. If female consumers do not evaluate these common portrayals positively, why might they persist? Past work suggests a disconnect between reported attitudes toward general visual sexual stimuli and physiological and neural responses; therefore, it is plausible that neural responses to stereotypical female portrayals in advertising may be at odds with reported attitudes and may have a bigger impact on consumer behavior. The current study exposed women to sexualized, domestic, and control images in a functional magnetic resonance imaging scanner as an initial test of this idea. We found that participants reported liking both domestic and control images more than sexualized images. In contrast, they showed more activity in regions associated with reward and arousal (ventral striatum and amygdala, respectively) while viewing sexualized images relative to both control and domestic images. Surprisingly, ventral striatum response to sexualized ads was stronger for women who endorsed traditional attitudes than those who reported less traditional attitudes. These results suggest that despite reporting negative attitudes toward sexualized portrayals, women may in fact have a favorable response to these images. Copyright (c) 2017 John Wiley & Sons, Ltd.