Drout Advertising Research

Question Variable Type

1 Gender Categorical

2 Age Ratio
3 Education Categorical

4 Income Categorical

5 Spending Ratio

6 Ad Frequency Ratio

7 Stereotype Ratio

8 Reinforcing Categorical
 9 Transform Categorical

10 Empowerment% Ratio

Analytics can help determine whether or not specific demographics, such as gender, level of completed education,
age, and annual income influence the responses regarding key questions, mainly, the role of advertising in
maintaining and reinforcing gender stereotypes, as well as the potential of empowerment advertising to transform
our cultural understandings of what constitutes a typical man or woman. One might hypothesize that women would
be more likely to acknowledge a greater proportion of advertisements that utilized gender stereotypes, upon the
generalization that beauty advertisements target more women than men, indicating that more women would be
knowledgeable of the fact that gender stereotypes are consistently utilized in beauty advertisements. One might also
hypothesize that this recognition would increase as higher levels of education were obtained, regardless of gender;
and that women would more likely to identify that beauty product advertisements reinforce gender stereotypes, but
also that this recognition would also increase as higher levels of education were completed. Finally, one might expect
that more individuals would greater acknowledge the extent to which empowerment advertising can transform
gender stereotypes as they completed higher levels of education, as well as opposing correlations in response to
gender, which are also related to the recognition that few advertisements actually utilize empowerment advertising.
Survey Question

What is your gender?

Male
Female
What is your age?
What is the highest level of education you have completed?
Some High School Classes
High School Diploma
Some Undergraduate Courses
Associate Degree
Bachelor Degree
Master Degree
J.D.
M.D.
Doctorate Degree
What is your annual income?
$0 to $10,000
$10,000 to $20,000
$20,000 to $30,000
$30,000 to $40,000
$40,000 to $50,000
$50,000 to $60,000
$60,000 to $70,000
$70,000 to $80,000
$80,000 to $90,000
$90,000 to $110,000
$110,000 to $130,000
$130,000 to $150,000
$150,000 or More
On average, how much do you pay for beauty and hygiene products or services per year?
Include references to the following products: soap, deodorant, shampoo, conditioner, lotion,
perfume, cologne, make-up, chemical hair color, razors, skin care, feminine care, and salon
services.
On average, how many beauty and hygiene advertisements, if at all, do you think you view or hear
per day?
Include references to the following advertisements: television, billboard, internet,
radio, newspaper, magazine, and direct mail.
On average, how many of those advertisements, if at all, specifically subscribe to gender roles and
stereotypes?
On the following scale, what role, if any, do these advertisements have in reinforcing specific
gender stereotypes?
Drastic
Influential
Limited
Trivial
None
 To what extent do you agree that empowerment advertising, which explicitly communicates the
unique
differences in each individual, would help transform cultural gender stereotypes?
Strongly Agree
Agree
Somewhat Agree
Neutral
Somewhat Disagree
Disagree
Strongly Disagree
On average, what percentage of advertisements that you view or hear per day
currently utilize empowerment advertising?

er or not specific demographics, such as gender, level of completed education,

he responses regarding key questions, mainly, the role of advertising in
stereotypes, as well as the potential of empowerment advertising to transform
constitutes a typical man or woman. One might hypothesize that women would
ater proportion of advertisements that utilized gender stereotypes, upon the
ements target more women than men, indicating that more women would be
er stereotypes are consistently utilized in beauty advertisements. One might also
ould increase as higher levels of education were obtained, regardless of gender;
o identify that beauty product advertisements reinforce gender stereotypes, but
increase as higher levels of education were completed. Finally, one might expect
acknowledge the extent to which empowerment advertising can transform
ed higher levels of education, as well as opposing correlations in response to
e recognition that few advertisements actually utilize empowerment advertising.
Respondent Q1. Gender Q2. Age Q3. Education Q4. Income
1 Female 23 Some undergraduate courses $10,000 to $20,000
2 Male 22 High school diploma $20,000 to $30,000
3 Female 24 Bachelor Degree $60,000 to $70,000
4 Female 23 Bachelor Degree $30,000 to $40,000
5 Female 23 Bachelor Degree $30,000 to $40,000
6 Female 24 Bachelor Degree $10,000 to $20,000
7 Female 30 Doctorate Degree $60,000 to $70,000
8 Female 28 Bachelor Degree $50,000 to $60,000
9 Female 20 Some undergraduate courses $0 to $10,000
10 Male 24 Some undergraduate courses $20,000 to $30,000
11 Female 24 Associate Degree $20,000 to $30,000
12 Female 24 Bachelor Degree $30,000 to $40,000
13 Female 27 Bachelor Degree $70,000 to $80,000
14 Female 24 Master Degree $0 to $10,000
15 Female 21 Bachelor Degree $0 to $10,000
16 Female 23 Master Degree $70,000 to $80,000
17 Female 23 Master Degree $50,000 to $60,000
18 Female 20 Some undergraduate courses $0 to $10,000
19 Female 46 J.D. $10,000 to $20,000
20 Female 23 Bachelor Degree $40,000 to $50,000
21 Female 23 Some undergraduate courses $10,000 to $20,000
22 Male 23 Associate Degree $10,000 to $20,000
23 Female 21 Some undergraduate courses $0 to $10,000
24 Male 23 Associate Degree $20,000 to $30,000
25 Male 19 Some undergraduate courses $0 to $10,000
26 Female 59 Associate Degree $150,000 or more
27 Female 65 Doctorate Degree $70,000 to $80,000
28 Male 32 Bachelor Degree $90,000 to $110,000
29 Female 50 Doctorate Degree $40,000 to $50,000
30 Male 23 Bachelor Degree $20,000 to $30,000
31 Female 31 Some undergraduate courses $20,000 to $30,000
32 Male 25 Bachelor Degree $0 to $10,000
33 Male 23 Some undergraduate courses $20,000 to $30,000
34 Female 55 J.D. $110,000 to $130,000
35 Female 68 Doctorate Degree $110,000 to $130,000
36 Female 21 Some undergraduate courses $0 to $10,000
37 Male 22 Bachelor Degree $20,000 to $30,000
38 Male 27 Master Degree $0 to $10,000
39 Female 33 Doctorate Degree $60,000 to $70,000
40 Female 32 Master Degree $70,000 to $80,000
41 Female 22 Some undergraduate courses $0 to $10,000
42 Female 44 Bachelor Degree $60,000 to $70,000
43 Female 49 Bachelor Degree $50,000 to $60,000
44 Female 22 High school diploma $10,000 to $20,000
45 Female 26 Master Degree $30,000 to $40,000
46 Female 49 Bachelor Degree $50,000 to $60,000
47 Female 58 Doctorate Degree $90,000 to $110,000
48 Female 61 Bachelor Degree $30,000 to $40,000
49 Female 21 Bachelor Degree $0 to $10,000
50 Female 24 Bachelor Degree $10,000 to $20,000
51 Female 27 Bachelor Degree $40,000 to $50,000
52 Female 21 Some undergraduate courses $0 to $10,000
53 Female 25 Associate Degree $0 to $10,000
54 Female 23 Bachelor Degree $20,000 to $30,000
55 Female 23 Bachelor Degree $50,000 to $60,000
56 Female 23 Bachelor Degree $20,000 to $30,000
57 Female 23 Bachelor Degree $10,000 to $20,000
58 Male 23 Bachelor Degree $0 to $10,000
59 Female 46 Some undergraduate courses $0 to $10,000
60 Female 39 Doctorate Degree $60,000 to $70,000
61 Male 27 Bachelor Degree $20,000 to $30,000
62 Female 24 Bachelor Degree $30,000 to $40,000
63 Male 23 Bachelor Degree $0 to $10,000
64 Male 22 Bachelor Degree $0 to $10,000
65 Female 24 Bachelor Degree $0 to $10,000
66 Female 20 Some undergraduate courses $0 to $10,000
67 Female 23 Bachelor Degree $10,000 to $20,000
68 Male 25 Bachelor Degree $20,000 to $30,000
69 Male 19 Some undergraduate courses $10,000 to $20,000
70 Female 25 Master Degree $10,000 to $20,000
71 Female 23 Bachelor Degree $10,000 to $20,000
72 Female 23 Some undergraduate courses $10,000 to $20,000
73 Female 20 Some undergraduate courses $0 to $10,000
74 Female 64 Doctorate Degree $90,000 to $110,000
75 Female 49 Master Degree $30,000 to $40,000
76 Female 26 Bachelor Degree $0 to $10,000
77 Female 29 Some undergraduate courses $10,000 to $20,000
78 Female 23 Master Degree $30,000 to $40,000
79 Female 23 Bachelor Degree $30,000 to $40,000
80 Female 22 Some undergraduate courses $30,000 to $40,000
81 Female 26 Master Degree $20,000 to $30,000
82 Female 24 Bachelor Degree $10,000 to $20,000
83 Female 29 Master Degree $30,000 to $40,000
84 Male 27 High school diploma $20,000 to $30,000
85 Female 22 Bachelor Degree $10,000 to $20,000
86 Female 54 Doctorate Degree $90,000 to $110,000
87 Female 26 Master Degree $10,000 to $20,000
88 Female 40 Some undergraduate courses $90,000 to $110,000
89 Female 19 Some undergraduate courses $0 to $10,000
90 Female 24 Bachelor Degree $50,000 to $60,000
91 Female 22 Bachelor Degree $10,000 to $20,000
92 Female 24 Bachelor Degree $20,000 to $30,000
93 Female 20 Some undergraduate courses $0 to $10,000
94 Female 24 Associate Degree $30,000 to $40,000
95 Female 27 Bachelor Degree $30,000 to $40,000
 96 Female 30 Some undergraduate courses $50,000 to $60,000
97 Female 25 Master Degree $10,000 to $20,000
98 Female 54 Master Degree $50,000 to $60,000
99 Male 37 Bachelor Degree $110,000 to $130,000
100 Female 23 Master Degree $80,000 to $90,000
101 Female 21 Some undergraduate courses $0 to $10,000
102 Female 42 Doctorate Degree $50,000 to $60,000
103 Female 23 Bachelor Degree $10,000 to $20,000
104 Female 32 Master Degree $10,000 to $20,000
105 Female 24 Bachelor Degree $30,000 to $40,000
Q5. Spending Q6. Ad Frequency Q7. Stereotype Q8. Reinforcing Q9. Transform
$500.00 10 9 Drastic Strongly Agree
$75.00 15 14 Influential Somewhat Agree
$1,500.00 10 10 Influential Neutral
$500.00 10 10 Influential Agree
$4,000.00 75 75 Influential Agree
$300.00 5 5 Drastic Agree
$700.00 6 6 Influential Somewhat Agree
$500.00 10 6 Influential Somewhat Agree
$1,000.00 15 13 Drastic Strongly Agree
$337.00 40 38 Drastic Strongly Agree
$600.00 37 35 Influential Strongly Agree
$240.00 15 15 Limited Agree
$3,000.00 2 2 Influential Somewhat Agree
$250.00 20 18 Influential Neutral
$500.00 20 20 Influential Agree
$2,500.00 600 590 Drastic Strongly Agree
$2,000.00 50 48 Drastic Strongly Agree
$400.00 400 375 Influential Strongly Agree
$100.00 5 5 Influential Somewhat Disagree
$1,000.00 20 15 Influential Agree
$750.00 100 100 Drastic Strongly Agree
$400.00 3 2 Influential Agree
$800.00 10 10 Influential Strongly Agree
$500.00 50 10 Trivial Somewhat Agree
$600.00 15 14 Influential Agree
$2,500.00 20 20 Drastic Strongly Agree
$350.00 20 20 Influential Somewhat Agree
$400.00 5 5 Limited Somewhat Agree
$350.00 10 10 Drastic Strongly Agree
$200.00 150 135 Influential Somewhat Agree
$200.00 25 25 Drastic Neutral
$100.00 5 5 Influential Somewhat Agree
$100.00 300 300 Drastic Agree
$1,000.00 50 40 Influential Agree
$1,500.00 150 150 Influential Agree
$50.00 100 100 Drastic Agree
$100.00 3 1 Limited Strongly Agree
$250.00 5 4 Influential Somewhat Agree
$250.00 6 6 Drastic Somewhat Agree
$310.00 12 12 Influential Agree
$40.00 2 2 Drastic Strongly Agree
$1,000.00 3 3 Drastic Agree
$600.00 10 8 Influential Somewhat Agree
$5,000.00 5 5 Drastic Strongly Agree
$2,500.00 10 10 Limited Agree
$500.00 10 8 Influential Agree
$500.00 20 20 Influential Somewhat Agree
 $300.00 50 50 Drastic Somewhat Agree
$1,200.00 10 10 Influential Agree
$400.00 20 20 Drastic Somewhat Agree
$500.00 20 17 Influential Somewhat Agree
$400.00 25 25 Influential Strongly Agree
$50.00 20 20 Drastic Strongly Agree
$500.00 4 2 Influential Agree
$1,500.00 25 25 Drastic Somewhat Agree
$150.00 10 8 Influential Strongly Agree
$400.00 10 10 Influential Somewhat Agree
$75.00 10 8 Limited Agree
$600.00 150 150 Influential Strongly Agree
$100.00 15 10 Influential Somewhat Agree
$390.00 50 45 Drastic Strongly Agree
$350.00 20 20 Influential Agree
$200.00 5 5 Influential Somewhat Agree
$25.00 5 2 Trivial Disagree
$300.00 50 50 Influential Somewhat Agree
$800.00 10 10 Drastic Strongly Agree
$300.00 15 15 Drastic Strongly Agree
$100.00 4 3 Influential Somewhat Agree
$250.00 2 1 Influential Agree
$180.00 5 5 Drastic Agree
$500.00 20 20 Drastic Somewhat Agree
$400.00 25 25 Influential Strongly Agree
$250.00 30 30 Drastic Agree
$500.00 55 55 Influential Neutral
$20.00 0 0 Influential Strongly Agree
$240.00 5 3 Influential Agree
$600.00 20 19 Drastic Strongly Agree
$500.00 35 34 Influential Strongly Agree
$500.00 9 9 Drastic Strongly Agree
$1,500.00 2 2 Drastic Strongly Agree
$200.00 45 42 Drastic Somewhat Agree
$1,000.00 50 50 Influential Strongly Agree
$1,500.00 10 10 Influential Neutral
$50.00 7 7 Influential Somewhat Agree
$300.00 10 7 Influential Somewhat Agree
$2,000.00 10 9 Influential Agree
$550.00 20 20 Influential Somewhat Agree
$1,000.00 20 20 Influential Agree
$80.00 35 35 Influential Agree
$1,500.00 6 6 Influential Agree
$200.00 10 8 Influential Somewhat Agree
$250.00 50 50 Drastic Somewhat Agree
$200.00 65 65 Drastic Strongly Agree
$100.00 1100 1050 Influential Strongly Agree
$1,500.00 3 3 Influential Somewhat Agree
$600.00 5 5 Drastic Strongly Agree
$50.00 1 1 Influential Somewhat Agree
$100.00 10 10 Influential Agree
$400.00 65 65 Trivial Neutral
$200.00 3 2 Influential Somewhat Agree
$200.00 2 2 Influential Somewhat Agree
$600.00 3 3 Influential Somewhat Agree
$380.00 35 35 Drastic Strongly Agree
$100.00 2 2 Drastic Somewhat Agree
$250.00 6 6 Influential Agree
Q10. Empowerment%
10%
2%
8%
0%
10%
10%
10%
5%
10%
1%
3%
0%
0%
10%
10%
2%
1%
5%
0%
10%
15%
10%
5%
10%
5%
0%
0%
0%
1%
0%
0%
0%
1%
10%
0%
0%
2%
20%
0%
0%
0%
10%
0%
0%
5%
0%
5%
10%
0%
0%
15%
0%
0%
20%
10%
10%
2%
20%
1%
1%
1%
10%
5%
0%
0%
10%
10%
25%
10%
0%
5%
1%
2%
0%
0%
10%
5%
10%
7%
0%
10%
10%
10%
8%
10%
1%
0%
0%
5%
0%
20%
0%
5%
5%
0%
10%
10%
0%
30%
15%
1%
0%
5%
0%
2%