Martina Pocchiari

(Also relevant for #MarketingSky #EconSky #AcademicSky)

Advertisers: Gender representation in ads isn’t just about presence. Are you getting it right? Now, we can measure it.

Link to the paper: papers.ssrn.com/sol3/papers....

#advertising #marketing #gender #brandstrategy #representation #measurement

➡️ The new method can be scaled to study representation beyond gender, including race, ethnicity, and class.

➡️ Leaders and founders set the tone: women leaders may play a key role in reshaping portrayals, particularly of masculinity.
➡️ You can’t manage what you don’t measure: now, stereotyping in ads can be tracked and benchmarked.

𝐈𝐦𝐩𝐥𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬

➡️ Advertising can perpetuate inaccurate gender stereotypes: relying on stereotypes risks alienating consumers whose realities are misrepresented.
➡️ Counter-stereotypical representation isn’t just social good: gender representation choices can differentiate a brand in cluttered markets.

4️⃣ Brand heterogeneity matters: large and male-consumed brands rely more on stereotypes.

However, women-founded brands buck the trend, showing more balanced gender representations and less stereotypical male portrayals.

3️⃣ Perceptions drive ads more than real consumption: actual gender gaps in product use explain little of the stereotyping variation. Instead, perceived usage gaps predict advertising choices. Marketing professionals’ beliefs are especially biased, particularly at low and mid-levels of responsibility.

2️⃣ Industry patterns echo traditional gender norms: women dominate in household and personal care ads, while men dominate in alcohol, transport, and business.

For the first time, we provide systematic evidence of widespread stereotyping in TV advertising across 1900+ product categories.

𝐊𝐞𝐲 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐟𝐨𝐫 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐞𝐫𝐬

1️⃣ Men are heavily stereotyped: men are shown stereotypically twice as often as women, and rarely in counter-stereotypical roles.

𝐆𝐞𝐧𝐝𝐞𝐫 𝐢𝐧 𝐀𝐝𝐬: 𝐀𝐫𝐞 𝐘𝐨𝐮 𝐆𝐞𝐭𝐭𝐢𝐧𝐠 𝐢𝐭 𝐑𝐢𝐠𝐡𝐭?

Advertising is a billion-dollar industry. But do ads truly represent consumers, or just biased stereotypes about them?

Our new study of 2.1M U.S. TV ads presents a new method to measure presence and stereotyping in ad content @clement-s-bellet.bsky.social

TIL @openaidevs.bsky.social will vehemently refuse to correct invoicing mistakes caused by *their own systems* even for Tier 5 users. The most hilarious part: their customer support chatbot promised that the invoice would be fixed and to notify me when the corrected invoice was ready (i.e.: never)

The results I presented at @diw.de last March are now in a shiny new working paper ✨

Are you organizing a conference, lecture, or social event? "Online" is a great option, but could it be hurting registration rates? In the mood for some observational causal inference?
We got you: shorturl.at/b0r1m

PEEL IT BACK 2025
JUNE 24, 26, 27, 29 + JULY 1 • MILAN, ZURICH, VIENNA, AMSTERDAM, BERLIN

PHOTOS BY KRAW + ANDREW WHITE + JANA WIEGAND + NICK LIMBERGER

*Staring at overleaf fills you with determination*

Intro outline

Undertale dialogue box “*Reading this doesn't seem like the best use of time.”

* Look at these cool toys! * They don't interest you at all.

Fixing an intro outline while playing WAY too much Undertale these days, sorry (not sorry) @jmtroos.bsky.social

Happy June 🏳️‍🌈

#PostDoc: 1-3 years fully funded by Ramón Areces Foundation (including yearly research budget). Must have a doctoral thesis defended after Jan'23. Apply through the Ramon Areces Foundation website, with the endorsement of our research group. 🚨 Deadline: June 5 2025

#PreDoc: 1-year fully funded, with prospective access to our 4-year PhD program (including specialized training at relevant grad schools in Barcelona) and overseas research visit. Ideal background in marketing analytics, econ, econometrics, OR/IS. 🚨Deadline: Sept 2025. Apply: research@esade.edu

🚨Pre-Doc and Post-Doc positions🚨

We are hiring 1 pre-doc and 1 post-doc in our "Marketing, Technology and Digital Environments" research group at #Esade. Details and deadlines in the comments:

#academicjobs #esade #marketing #AI #postdoc #predoc

Workshop on Digital Markets (WDM) 2025 is happening today and tomorrow, proudly presented to you by Tilburg & Erasmus University's Marketing and IS groups. I will be live-tweeting the amazing line-up of speakers and really cool discussants and participants. #WDM25

We start with Martina Pocchiari @martinapocchiari.com
, on online review updating. Leveraging a field experiment from PissedConsumer (seriously), they aim to answer when to ask for an update: Early to increase the likelihood, or late to benefit from “time is an ultimate healer". Cool project!

Looking forward to a lively discussion about causal identification and doubly-robust modelling in (once again) a room full of economists. 💅

On the way to #Berlin to present at the Digital Economy Workshop @diw.de @bsoeberlin.bsky.social
On the agenda:
``Digitization and Community Participation'' w/@jmtroos.bsky.social, now featuring a new dataset covering 600K+ events, 400K+ individuals in 12K local communities in 2024 (200M+ rows...)

Angst, Stress & Depressionen nehmen zu. WZB-Forscher Francesco Capozza @walraslaw.bsky.social hat mit einem Online-Experiment untersucht, was die Akzeptanz psychologischer Unterstützung fördert kann. Kampagnen helfen, wenn sie zielgruppengerecht abgelegt sind. bibliothek.wzb.eu/artikel/2024...

[An updated version is coming soon with even MORE ✨subversive content✨, ask us about it if you're interested in the topic]

@clement-s-bellet.bsky.social we're cooked...

...but meanwhile we keep working on allegedly very controversial research! We are writing an exciting paper on gender representation ✨using tons of prohibited words✨. Important now more than ever. Feel free to give it a read, when you feel rebellious.

I love that some statistician decided to call it "confusion matrix" because honestly same

Me mass-emailing this to all my econ co-authors

Drifting clouds appear on the right side of the screen in the grey Martian sky with the outline of the mountains and horizon underneath.

drifting clouds on mars, just before sunrise ☁️