SEXISM IN CONSUMERS AND THEIR SEXIST ASESSMEN

This research identifies the relationship between the score for consumers of television media in Ambivalent Sexism Inventory (ASI, Glick and Fiske, 1996. Adapt. Expósito et al., 1998) and they valuation around level of sexism than 14 television commercials broadcast in the national channels. The study was conducted with 100 participants, of both genders, aged between 18 and 60 years of strata 4, 5, 6, consumers of television media. It is an ex post facto study, a prospective with single independent variable (Montero & Leon, 2007). The level of ambivalent sexism is the independent variable by classification and the valuation of commercial is the dependent variable. The main findings show an interaction statistically significant between level of ambivalent sexism in the component of gender differentiation and the perception of sexism in advertising, but without a statistically significant effect with gender, age and other demo-graphic variables.