Variable 1 Gender 2 3 Age Education 4 Income 5 Spending 6 Ad Frequency 7 Stereotype 8 Reinforcing 9 Transform 10 Empowerment% Survey Question What is your gender? Male Female What is your age? What is the highest level of education you have completed? Some High School Classes High School Diploma Some Undergraduate Courses Associate Degree Bachelor Degree Master Degree J.D. M.D. Doctorate Degree What is your annual income? $0 to < $10,000 $10,000 to < $20,000 $20,000 to < $30,000 $30,000 to < $40,000 $40,000 to < $50,000 $50,000 to < $60,000 $60,000 to < $70,000 $70,000 to < $80,000 $80,000 to < $90,000 $90,000 to < $110,000 $110,000 to < $130,000 $130,000 to < $150,000 $150,000 or More On average, how much do you pay for beauty and hygiene products or services per year? Include references to the following products: soap, deodorant, shampoo, conditioner, lotion, perfume, cologne, make-up, chemical hair color, razors, skinifcare, care, you and view salonor services. On average, how many beauty and hygiene advertisements, at all,feminine do you think hear per day? Include references to the following advertisements: television, billboard, internet, radio, newspaper, magazine, and direct mail. On average, how many of those advertisements, if at all, specifically subscribe to gender roles and stereotypes? On the following scale, what role, if any, do these advertisements have in reinforcing specific gender stereotypes? Drastic Influential Limited Trivial None To what extent do you agree that empowerment advertising, which explicitly communicates the unique differences in each individual, would help transform cultural gender stereotypes? Strongly Agree Agree Somewhat Agree Neutral Somewhat Disagree Disagree Strongly Disagree On average, what percentage of advertisements that you view or hear per day currently utilize empowerment advertising? Respondent 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 Gender Age Female 23 Male 22 Female 24 Female 23 Female 23 Female 24 Female 30 Female 28 Female 20 Male 24 Female 24 Female 24 Female 27 Female 24 Female 21 Female 23 Female 23 Female 20 Female 46 Female 23 Female 23 Male 23 Female 21 Male 23 Male 19 Female 59 Female 65 Male 32 Female 50 Male 23 Female 31 Male 25 Male 23 Female 55 Female 68 Female 21 Male 22 Male 27 Female 33 Female 32 Female 22 Female 44 Female 49 Female 22 Female 26 Female 49 Female 58 Female 61 Female 21 Female 24 Female 27 Female 21 Female 25 Female 23 Female 23 Female 23 Female 23 Male 23 Female 46 Female 39 Education Income Some undergraduate courses $10,000 to < $20,000 High school diploma $20,000 to < $30,000 Bachelor Degree $60,000 to < $70,000 Bachelor Degree $30,000 to < $40,000 Bachelor Degree $30,000 to < $40,000 Bachelor Degree $10,000 to < $20,000 Doctorate Degree $60,000 to < $70,000 Bachelor Degree $50,000 to < $60,000 Some undergraduate courses $0 to < $10,000 Some undergraduate courses $20,000 to < $30,000 Associate Degree $20,000 to < $30,000 Bachelor Degree $30,000 to < $40,000 Bachelor Degree $70,000 to < $80,000 Master Degree $0 to < $10,000 Bachelor Degree $0 to < $10,000 Master Degree $70,000 to < $80,000 Master Degree $50,000 to < $60,000 Some undergraduate courses $0 to < $10,000 J.D. $10,000 to < $20,000 Bachelor Degree $40,000 to < $50,000 Some undergraduate courses $10,000 to < $20,000 Associate Degree $10,000 to < $20,000 Some undergraduate courses $0 to < $10,000 Associate Degree $20,000 to < $30,000 Some undergraduate courses $0 to < $10,000 Associate Degree $150,000 or more Doctorate Degree $70,000 to < $80,000 Bachelor Degree $90,000 to < $110,000 Doctorate Degree $40,000 to < $50,000 Bachelor Degree $20,000 to < $30,000 Some undergraduate courses $20,000 to < $30,000 Bachelor Degree $0 to < $10,000 Some undergraduate courses $20,000 to < $30,000 J.D. $110,000 to < $130,000 Doctorate Degree $110,000 to < $130,000 Some undergraduate courses $0 to < $10,000 Bachelor Degree $20,000 to < $30,000 Master Degree $0 to < $10,000 Doctorate Degree $60,000 to < $70,000 Master Degree $70,000 to < $80,000 Some undergraduate courses $0 to < $10,000 Bachelor Degree $60,000 to < $70,000 Bachelor Degree $50,000 to < $60,000 High school diploma $10,000 to < $20,000 Master Degree $30,000 to < $40,000 Bachelor Degree $50,000 to < $60,000 Doctorate Degree $90,000 to < $110,000 Bachelor Degree $30,000 to < $40,000 Bachelor Degree $0 to < $10,000 Bachelor Degree $10,000 to < $20,000 Bachelor Degree $40,000 to < $50,000 Some undergraduate courses $0 to < $10,000 Associate Degree $0 to < $10,000 Bachelor Degree $20,000 to < $30,000 Bachelor Degree $50,000 to < $60,000 Bachelor Degree $20,000 to < $30,000 Bachelor Degree $10,000 to < $20,000 Bachelor Degree $0 to < $10,000 Some undergraduate courses $0 to < $10,000 Doctorate Degree $60,000 to < $70,000 Spending $500.00 $75.00 $1,500.00 $500.00 $4,000.00 $300.00 $700.00 $500.00 $1,000.00 $337.00 $600.00 $240.00 $3,000.00 $250.00 $500.00 $2,500.00 $2,000.00 $400.00 $100.00 $1,000.00 $750.00 $400.00 $800.00 $500.00 $600.00 $2,500.00 $350.00 $400.00 $350.00 $200.00 $200.00 $100.00 $100.00 $1,000.00 $1,500.00 $50.00 $100.00 $250.00 $250.00 $310.00 $40.00 $1,000.00 $600.00 $5,000.00 $2,500.00 $500.00 $500.00 $300.00 $1,200.00 $400.00 $500.00 $400.00 $50.00 $500.00 $1,500.00 $150.00 $400.00 $75.00 $600.00 $100.00 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 Male Female Male Male Female Female Female Male Male Female Female Female Female Female Female Female Female Female Female Female Female Female Female Male Female Female Female Female Female Female Female Female Female Female Female Female Female Female Male Female Female Female Female Female Female 27 24 23 22 24 20 23 25 19 25 23 23 20 64 49 26 29 23 23 22 26 24 29 27 22 54 26 40 19 24 22 24 20 24 27 30 25 54 37 23 21 42 23 32 24 Bachelor Degree $20,000 to < $30,000 Bachelor Degree $30,000 to < $40,000 Bachelor Degree $0 to < $10,000 Bachelor Degree $0 to < $10,000 Bachelor Degree $0 to < $10,000 Some undergraduate courses $0 to < $10,000 Bachelor Degree $10,000 to < $20,000 Bachelor Degree $20,000 to < $30,000 Some undergraduate courses $10,000 to < $20,000 Master Degree $10,000 to < $20,000 Bachelor Degree $10,000 to < $20,000 Some undergraduate courses $10,000 to < $20,000 Some undergraduate courses $0 to < $10,000 Doctorate Degree $90,000 to < $110,000 Master Degree $30,000 to < $40,000 Bachelor Degree $0 to < $10,000 Some undergraduate courses $10,000 to < $20,000 Master Degree $30,000 to < $40,000 Bachelor Degree $30,000 to < $40,000 Some undergraduate courses $30,000 to < $40,000 Master Degree $20,000 to < $30,000 Bachelor Degree $10,000 to < $20,000 Master Degree $30,000 to < $40,000 High school diploma $20,000 to < $30,000 Bachelor Degree $10,000 to < $20,000 Doctorate Degree $90,000 to < $110,000 Master Degree $10,000 to < $20,000 Some undergraduate courses $90,000 to < $110,000 Some undergraduate courses $0 to < $10,000 Bachelor Degree $50,000 to < $60,000 Bachelor Degree $10,000 to < $20,000 Bachelor Degree $20,000 to < $30,000 Some undergraduate courses $0 to < $10,000 Associate Degree $30,000 to < $40,000 Bachelor Degree $30,000 to < $40,000 Some undergraduate courses $50,000 to < $60,000 Master Degree $10,000 to < $20,000 Master Degree $50,000 to < $60,000 Bachelor Degree $110,000 to < $130,000 Master Degree $80,000 to < $90,000 Some undergraduate courses $0 to < $10,000 Doctorate Degree $50,000 to < $60,000 Bachelor Degree $10,000 to < $20,000 Master Degree $10,000 to < $20,000 Bachelor Degree $30,000 to < $40,000 $390.00 $350.00 $200.00 $25.00 $300.00 $800.00 $300.00 $100.00 $250.00 $180.00 $500.00 $400.00 $250.00 $500.00 $20.00 $240.00 $600.00 $500.00 $500.00 $1,500.00 $200.00 $1,000.00 $1,500.00 $50.00 $300.00 $2,000.00 $550.00 $1,000.00 $80.00 $1,500.00 $200.00 $250.00 $200.00 $100.00 $1,500.00 $600.00 $50.00 $100.00 $400.00 $200.00 $200.00 $600.00 $380.00 $100.00 $250.00 Ad Frequency Stereotype Reinforcing 10 9 Drastic 15 14 Influential 10 10 Influential 10 10 Influential 75 75 Influential 5 5 Drastic 6 6 Influential 10 6 Influential 15 13 Drastic 40 38 Drastic 37 35 Influential 15 15 Limited 2 2 Influential 20 18 Influential 20 20 Influential 600 590 Drastic 50 48 Drastic 400 375 Influential 5 5 Influential 20 15 Influential 100 100 Drastic 3 2 Influential 10 10 Influential 50 10 Trivial 15 14 Influential 20 20 Drastic 20 20 Influential 5 5 Limited 10 10 Drastic 150 135 Influential 25 25 Drastic 5 5 Influential 300 300 Drastic 50 40 Influential 150 150 Influential 100 100 Drastic 3 1 Limited 5 4 Influential 6 6 Drastic 12 12 Influential 2 2 Drastic 3 3 Drastic 10 8 Influential 5 5 Drastic 10 10 Limited 10 8 Influential 20 20 Influential 50 50 Drastic 10 10 Influential 20 20 Drastic 20 17 Influential 25 25 Influential 20 20 Drastic 4 2 Influential 25 25 Drastic 10 8 Influential 10 10 Influential 10 8 Limited 150 150 Influential 15 10 Influential Transform Strongly Agree Somewhat Agree Neutral Agree Agree Agree Somewhat Agree Somewhat Agree Strongly Agree Strongly Agree Strongly Agree Agree Somewhat Agree Neutral Agree Strongly Agree Strongly Agree Strongly Agree Somewhat Disagree Agree Strongly Agree Agree Strongly Agree Somewhat Agree Agree Strongly Agree Somewhat Agree Somewhat Agree Strongly Agree Somewhat Agree Neutral Somewhat Agree Agree Agree Agree Agree Strongly Agree Somewhat Agree Somewhat Agree Agree Strongly Agree Agree Somewhat Agree Strongly Agree Agree Agree Somewhat Agree Somewhat Agree Agree Somewhat Agree Somewhat Agree Strongly Agree Strongly Agree Agree Somewhat Agree Strongly Agree Somewhat Agree Agree Strongly Agree Somewhat Agree Empowerment% 10% 2% 8% 0% 10% 10% 10% 5% 10% 1% 3% 0% 0% 10% 10% 2% 1% 5% 0% 10% 15% 10% 5% 10% 5% 0% 0% 0% 1% 0% 0% 0% 1% 10% 0% 0% 2% 20% 0% 0% 0% 10% 0% 0% 5% 0% 5% 10% 0% 0% 15% 0% 0% 20% 10% 10% 2% 20% 1% 1% 50 20 5 5 50 10 15 4 2 5 20 25 30 55 0 5 20 35 9 2 45 50 10 7 10 10 20 20 35 6 10 50 65 1100 3 5 1 10 65 3 2 3 35 2 6 45 20 5 2 50 10 15 3 1 5 20 25 30 55 0 3 19 34 9 2 42 50 10 7 7 9 20 20 35 6 8 50 65 1050 3 5 1 10 65 2 2 3 35 2 6 Drastic Influential Influential Trivial Influential Drastic Drastic Influential Influential Drastic Drastic Influential Drastic Influential Influential Influential Drastic Influential Drastic Drastic Drastic Influential Influential Influential Influential Influential Influential Influential Influential Influential Influential Drastic Drastic Influential Influential Drastic Influential Influential Trivial Influential Influential Influential Drastic Drastic Influential Strongly Agree Agree Somewhat Agree Disagree Somewhat Agree Strongly Agree Strongly Agree Somewhat Agree Agree Agree Somewhat Agree Strongly Agree Agree Neutral Strongly Agree Agree Strongly Agree Strongly Agree Strongly Agree Strongly Agree Somewhat Agree Strongly Agree Neutral Somewhat Agree Somewhat Agree Agree Somewhat Agree Agree Agree Agree Somewhat Agree Somewhat Agree Strongly Agree Strongly Agree Somewhat Agree Strongly Agree Somewhat Agree Agree Neutral Somewhat Agree Somewhat Agree Somewhat Agree Strongly Agree Somewhat Agree Agree 1% 10% 5% 0% 0% 10% 10% 25% 10% 0% 5% 1% 2% 0% 0% 10% 5% 10% 7% 0% 10% 10% 10% 8% 10% 1% 0% 0% 5% 0% 20% 0% 5% 5% 0% 10% 10% 0% 30% 15% 1% 0% 5% 0% 2%