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Investigating emotional responses towards brand advertising and its effects on self-esteem, narcissism and gender stereotypes

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dc.contributor.advisor O'Keeffe, Cathal en
dc.contributor.author O'Shea, Sarah en
dc.date.accessioned 2017-10-23T15:47:10Z
dc.date.available 2017-10-23T15:47:10Z
dc.date.issued 2017 en
dc.identifier.citation O'Shea, S. (2017). Investigating emotional responses towards brand advertising and its effects on self-esteem, narcissism and gender stereotypes. Bachelors Final Year Project, Dublin Business School. en
dc.identifier.uri http://hdl.handle.net/10788/3306
dc.description.abstract This study investigated the emotional responses to brand advertising, whilst looking at its effects of self-esteem, narcissism and gender stereotypes, between a sample size of 98, 26 individuals were “male”, 70 were “female” and 2 were “Prefer not to say”. This study explored the relationship between levels of self-esteem, using the Rosenberg Self Esteem Scale (RSE- 1965) and narcissistic personality traits, using the Narcissistic Personality Inventory (NPI-40, 1988) which produced a significant association between Self-esteem and Narcissistic Personality Traits (rs (91) = .22, p = .037). This also displayed a correlated result, showing when one was increasing in levels, the other followed suit. It also explored gender-stereotypes in brand advertisement with four qualitative questions, asking participants whether they felt the need to conform to these stereotypes in their own lives. The most frequently answered question was “yes” and in terms of “image”. This study explores the unconscious, social and neurological elements to emotional response to brand advertising and its effects on self-esteem, narcissism and gender stereotypes. en
dc.language.iso en en
dc.publisher Dublin Business School. en
dc.rights Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder. en
dc.rights.uri esource.dbs.ie/copyright en
dc.subject Advertising en
dc.subject Sex en
dc.subject Self-esteem en
dc.subject Narcissism en
dc.title Investigating emotional responses towards brand advertising and its effects on self-esteem, narcissism and gender stereotypes en
dc.type Final Year Project en
dc.rights.holder Copyright: The author en
dc.type.degreename BA (Hons) in Psychology en
dc.type.degreelevel BA en


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