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

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O'Shea, Sarah
Issue Date
BA (Hons) in Psychology
Dublin Business School.
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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.