From bias to balance : the influence of gender shift and implicit gender role theories on product perception, product design, and AI-advertisements

Kurzfassung/Abstract

The influence of gender bias continues to exert a pervasive impact on various aspects of our society, including the perception and consumption of products that surround us. Nevertheless, there are indications that gender roles are undergoing a process of change, albeit in a manner that is not uniform. The objective of this thesis is to examine the impact of societal gender shifts reflected on the way in which products are perceived, designed, and advertised.

Study 1 investigates the extent to which gender bias and the shift of gender roles are reflected on products’ gender perception. Moreover, it analyses the influence of implicit gender role theories on this process.

The objective of Study 2 is to determine the extent to which these phenomena manifest on product design, with a view to establishing whether designers’ implicit gender role theories exert an influence on this process.

Finally, in Study 3, the presence of gender bias in advertisements generated by an artificial intelligence is examined.

The results of the studies demonstrate that, despite the persistence of gender bias, there has been a significant advancement. A more inclusive approach to gender identity is becoming evident, as showed by the increasing number of products perceived as gender-neutral, the inclusion of mixed design elements associated with femininity and masculinity on product design, and the reduction of gender bias in AI-generated advertisements. This shift is characterised by a move away from the traditional binary concept of gender and towards a more expansive understanding of gender identity that encompasses a broader population.