Communion-over-Agency effects on advertising effectiveness

Infanger, Martina; Sczesny, Sabine (2015). Communion-over-Agency effects on advertising effectiveness. International Journal of Advertising, 34(2), pp. 285-306. Routledge Taylor & Francis 10.1080/02650487.2014.993794

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Gender-stereotypical portrayals of communal women and agentic men are highly common in advertising. But past research indicates that advertising effectiveness is higher when endorsers are portrayed as communal – irrespective of their gender. The aim of the current research is to explore this communion-over-agency effect on advertising effectiveness and its underlying mechanism. Two studies provide evidence for a communion-over-agency effect on advertising effectiveness (i.e., attitude toward the ad and brand). These studies show that the communion-over-agency effect on attitude toward the ad is mediated by endorser likeability (simple mediation). The effect on attitude toward the brand is mediated by endorser likeability and attitude toward the ad (serial multiple mediation). In concert, this research underscores the significance of communion (and agency) on endorser evaluation and advertising effectiveness.

Item Type:

Journal Article (Original Article)


07 Faculty of Human Sciences > Institute of Psychology > Social Neuroscience and Social Psychology

UniBE Contributor:

Infanger, Martina, Sczesny, Sabine


100 Philosophy > 150 Psychology




Routledge Taylor & Francis




Irène Gonce-Gyr

Date Deposited:

27 Feb 2015 15:10

Last Modified:

05 Dec 2022 14:41

Publisher DOI:


Uncontrolled Keywords:

agency, communion, gender stereotype, advertising, effectiveness, likeability


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