Show simple item record

dc.contributor.advisorO'Keeffe, Cathalen
dc.contributor.authorO'Shea, Sarahen
dc.date.accessioned2017-10-23T15:47:10Z
dc.date.available2017-10-23T15:47:10Z
dc.date.issued2017en
dc.identifier.citationO'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.urihttp://hdl.handle.net/10788/3306
dc.description.abstractThis 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.isoenen
dc.publisherDublin Business School.en
dc.rightsItems 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.uriesource.dbs.ie/copyrighten
dc.subjectAdvertisingen
dc.subjectSexen
dc.subjectSelf-esteemen
dc.subjectNarcissismen
dc.titleInvestigating emotional responses towards brand advertising and its effects on self-esteem, narcissism and gender stereotypesen
dc.typeFinal Year Projecten
dc.rights.holderCopyright: The authoren
dc.type.degreenameBA (Hons) in Psychologyen
dc.type.degreelevelBAen


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record