A meta-analysis of stereotypical and non-stereotypical advertisements aimed at developing a theoretical framework

Background and aim: The present study conducts a meta-analysis of stereotypical and non-stereotypical advertising with the aim of developing a comprehensive theoretical framework for their impact on consumer attitudes and behaviour. The goal is to outline how advertising can challenge and transform social stereotypes related to gender, age, culture, and social roles, and to offer guidelines for more effective and ethical advertising strategies. Scope: The research covers theoretical and empirical publications from the period 1979–2024, examining the effects of stereotypical and non-stereotypical advertising — particularly from 2000 to 2024 — on different consumer groups and across various cultural contexts. Methods: A descriptive-analytical approach is employed, combining a systematic literature review, critical synthesis of existing theories, and meta-analysis of empirical data. The focus is placed on quantitative effects (e.g., Cohen’s d, Hedges’ g), moderating factors (gender, age, culture), and the long-term consequences for brand loyalty and social identification. Results: The results indicate that non-stereotypical advertising has a stronger positive effect on consumer attitudes and behaviour, particularly among women, young people, and in individualistic cultures. It enhances identification with social groups, fosters more sustainable brand associations, and supports social values. At the same time, stereotypical advertising is associated with short-term recognition and effectiveness among more conservative audiences. Conclusions: The study proposes a theoretical framework that integrates cognitive-emotional models, cultural dimensions, and social identification processes to explain the effects of different advertising approaches. This framework can serve as a basis for future interdisciplinary research and the development of socially responsible advertising campaigns. Originality: The article integrates past and contemporary research into a unified conceptual scheme, offering new dimensions for analyzing consumer identity and perception. Practical implications: The findings can assist marketers, advertising agencies, and policymakers in designing innovative and inclusive campaigns tailored to the demographic and cultural characteristics of target groups.