Attitudes toward the advertising, brand, purchase intention, and cognitive responses were all significantly more favorable among the non-stereotypical advertising condition.
Results overwhelmingly indicate that consumers in this study display more favorable attitudes to the non-stereotypical depictions of women in travel advertising. The study will examine these reactions, by measuring attitude toward the ad, attitude toward the brand, purchase intention, and cognitive responses to carefully prepared advertisements that are characterized as ―stereotypical‖ or ―non-stereotypical.‖ Ads are defined as stereotypical by utilizing Goffman‘s (1979) framework for analyzing images of women in advertising. The purpose of this study is to determine if consumers react differently to stereotypical versus non-stereotypical depictions of women in. If consumers react negatively to these stereotypical portrayals in advertising, they may disregard the ad or brand and purchase a different travel product. Women are active travel consumers, yet travel advertising notoriously depicts women stereotypically. To understand this form, the analytic focus must move from individual transactions to the broader architecture of control mechanisms For example, organizations operate franchises and company-owned units under the same trademark, and companies sometimes make and buy the same part. In the plural form, organizations simultaneously operate distinct control mechanisms for the same function. We also identify a type of organization largely ignored in the literature: the plural form. For instance, price and authority are often played off each other within firms, while trust and price are sometimes intertwined to control transactions between firms. In contrast to conventional approaches that view market and hierarchy as mutually exclusive control mechanisms (or as poles of a continuum), we argue that price, authority, and trust are independent and can be combined in a variety of ways. This review article focuses on the three control mechanisms that govern economic transactions between actors: price, authority, and trust. The results also indicate that both similarities and differences exist across retailers and vendors with respect to the effects of several variables on long-term orientation, dependence, and trust. The results indicate that trust and dependence play key roles in determining the long-term orientation of both retail buyers and their vendors. The framework presented here is tested with 124 retail buyers and 52 vendors supplying to those retailers. Dependence and trust are related to environmental uncertainty, transaction-specific investments, reputation, and satisfaction in a buyer/seller relationship. The author suggests that long-term orientation in a buyer/seller relationship is a function of two main factors: mutual dependence and the extent to which they trust one another. Insufficient understanding of a customer's time orientation can lead to problems, such as attempting a relationship marketing when transaction marketing is more appropriate. Marketing managers must know the time orientation of a customer to select and use marketing tools that correspond to the time horizons of the customer.
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