Index of Paper Presentations for the Parallel Sessions - Academy of ...

Table 4Social Axioms, Definitions and ExamplesSocial axiom Definition ExampleSocialcynicismSocial cynicism represents a negative assessment ofhuman nature and social events.Kind-hearted people usuallysuffer losses.Reward for Reward for application refers to the position that the Hard working people willapplication investment of human resources will lead to positive achieve more in the end.outcomes.Social Social complexity refers to the view that there are One has to deal with matterscomplexity multiple solutions to social issues, and that the according to the specificoutcome of events is uncertain.circumstances.Fate control Fate control refers to the general belief that social Fate determines one‘sevents are influenced by impersonal, external forces. successes and failures.Spirituality (or Spirituality (or religiosity) refers to the view that Religious people are morereligiosity) spiritual forces influence the human world and that likely to maintain moralreligious institutions exert a positive effect on social standards.outcomes.Source: Bond et al. (2004: pp. 178-179)ConclusionThe literature reviewed has produced important findings on explicit and implicit stereotyping inmanifested in message source portrayals in advertisements and its effect on consumers. It is our proposalthat these valuable insights be extended to the study of gender portrayals in emerging markets. It isevident from the literature that advertisements have an important influence on consumers because throughthe socialization process, the persuasive messaging in advertisements can influence the formation ormodification of personal and group identities as predicted by the identity theory. Socialization into genderroles takes place through differential treatment and identification. Two important theories of socializationare the social learning theory and the cultivation theory. Both these theories predict that the portrayal ofmessage sources in advertisements purveys messages from which consumers learn, hence the importance