Objective: The present study aimed to investigate the effect of gender stereotypical advertisements on food product purchase intention, considering the mediating role of attitude toward advertising and the moderating role of generation and gender.
Methods: This research was applied in terms of objective and descriptive in terms of methodology and was conducted as a survey study. A researcher-developed questionnaire was used to measure participants' opinions. The statistical population of the study consisted of social media users in Isfahan. Data were collected through a researcher-made questionnaire using a Likert scale. Participants responded to the questionnaire after viewing two advertising teasers: the first teaser (using women’s physical attractiveness in advertising) and the second teaser (portraying women in the traditional role of mother). The sampling method was convenience and non-random sampling. After distributing the questionnaires, 390 were fully completed and returned. Descriptive statistics were analyzed using SPSS software, and partial least squares structural equation modeling (PLS-SEM) was conducted using SmartPLS software.
Findings: The results indicated that moral judgment has a direct and positive effect on purchase intention. It was also found that attitude toward gender stereotypical advertising mediates the relationship between moral judgment and purchase intention. Furthermore, moral judgment has a direct and positive effect on attitude toward gender stereotypical advertising. The findings also revealed that gender moderates the relationship between attitude toward advertising and purchase intention, as well as the relationship between moral judgments and purchase intention. Additional results showed that generation moderates the relationship between attitude toward advertising and purchase intention in teaser 1, but does not have a moderating role in teaser 2. Generation does not moderate the relationship between moral judgments and purchase intention. A limitation of the present study was the selection of a gender stereotypical advertisement that used women's physical attractiveness in Iran as a Muslim country.
Conclusion: The findings of this study can assist advertising professionals in designing advertising teasers more effectively and influencing consumers’ purchase intentions.