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Martina Pocchiari

@martinapocchiari.com

310 followers 190 following 44 posts

Assistant professor of marketing @esade.edu‬ 🇪🇸 Previously: @NUSbiz🇸🇬 @rsmerasmus.bsky.social‬ 🇳🇱 Studying user-generated content, digital marketing, economics of digitization. Cat content guaranteed. VIEWS ARE MY OWN. 🔗 https://www.martinapocchiari.com/

www.martinapocchiari.com

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Martina Pocchiari @martinapocchiari.com · 12d

𝐆𝐞𝐧𝐝𝐞𝐫 𝐢𝐧 𝐀𝐝𝐬: 𝐀𝐫𝐞 𝐘𝐨𝐮 𝐆𝐞𝐭𝐭𝐢𝐧𝐠 𝐢𝐭 𝐑𝐢𝐠𝐡𝐭?

Advertising is a billion-dollar industry. But do ads truly represent consumers, or just biased stereotypes about them?

Our new study of 2.1M U.S. TV ads presents a new method to measure presence and stereotyping in ad content @clement-s-bellet.bsky.social

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Martina Pocchiari @martinapocchiari.com · 12d

(Also relevant for #MarketingSky #EconSky #AcademicSky)

Martina Pocchiari @martinapocchiari.com · 12d

Advertisers: Gender representation in ads isn’t just about presence. Are you getting it right? Now, we can measure it.

Link to the paper: papers.ssrn.com/sol3/papers....

#advertising #marketing #gender #brandstrategy #representation #measurement

Gender Representation and Stereotyping: A New Approach Using the Universe of U.S. TV Ads

Advertising is crucial for gender representation, yet systematic evidence of gender representation in TV ads remains scarce. This paper provides the first large

papers.ssrn.com

Martina Pocchiari @martinapocchiari.com · 12d

➡️ The new method can be scaled to study representation beyond gender, including race, ethnicity, and class.

Martina Pocchiari @martinapocchiari.com · 12d

➡️ Leaders and founders set the tone: women leaders may play a key role in reshaping portrayals, particularly of masculinity.
➡️ You can’t manage what you don’t measure: now, stereotyping in ads can be tracked and benchmarked.

Martina Pocchiari @martinapocchiari.com · 12d

𝐈𝐦𝐩𝐥𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬

➡️ Advertising can perpetuate inaccurate gender stereotypes: relying on stereotypes risks alienating consumers whose realities are misrepresented.
➡️ Counter-stereotypical representation isn’t just social good: gender representation choices can differentiate a brand in cluttered markets.

Martina Pocchiari @martinapocchiari.com · 12d

4️⃣ Brand heterogeneity matters: large and male-consumed brands rely more on stereotypes.

However, women-founded brands buck the trend, showing more balanced gender representations and less stereotypical male portrayals.

Martina Pocchiari @martinapocchiari.com · 12d

3️⃣ Perceptions drive ads more than real consumption: actual gender gaps in product use explain little of the stereotyping variation. Instead, perceived usage gaps predict advertising choices. Marketing professionals’ beliefs are especially biased, particularly at low and mid-levels of responsibility.

Martina Pocchiari @martinapocchiari.com · 12d

2️⃣ Industry patterns echo traditional gender norms: women dominate in household and personal care ads, while men dominate in alcohol, transport, and business.

Martina Pocchiari @martinapocchiari.com · 12d

For the first time, we provide systematic evidence of widespread stereotyping in TV advertising across 1900+ product categories.

𝐊𝐞𝐲 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐟𝐨𝐫 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐞𝐫𝐬

1️⃣ Men are heavily stereotyped: men are shown stereotypically twice as often as women, and rarely in counter-stereotypical roles.

Martina Pocchiari @martinapocchiari.com · 12d

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Martina Pocchiari @martinapocchiari.com · Aug 2

TIL @openaidevs.bsky.social will vehemently refuse to correct invoicing mistakes caused by *their own systems* even for Tier 5 users. The most hilarious part: their customer support chatbot promised that the invoice would be fixed and to notify me when the corrected invoice was ready (i.e.: never)

Martina Pocchiari @martinapocchiari.com · Aug 1

The results I presented at @diw.de last March are now in a shiny new working paper ✨

Are you organizing a conference, lecture, or social event? "Online" is a great option, but could it be hurting registration rates? In the mood for some observational causal inference?
We got you: shorturl.at/b0r1m

Reposted by Martina Pocchiari

Nine Inch Nails @nin.com · Jul 5

PEEL IT BACK 2025
JUNE 24, 26, 27, 29 + JULY 1 • MILAN, ZURICH, VIENNA, AMSTERDAM, BERLIN

PHOTOS BY KRAW + ANDREW WHITE + JANA WIEGAND + NICK LIMBERGER

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Martina Pocchiari @martinapocchiari.com · Jun 23

*Staring at overleaf fills you with determination*

Martina Pocchiari @martinapocchiari.com · Jun 23

Fixing an intro outline while playing WAY too much Undertale these days, sorry (not sorry) @jmtroos.bsky.social

Undertale dialogue box “*Reading this doesn't seem like the best use of time.”

* Look at these cool toys!
* They don't interest you at all.

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Reposted by Martina Pocchiari

Peter Hull @instrumenthull.bsky.social · Jun 1

Happy June 🏳️‍🌈

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Martina Pocchiari @martinapocchiari.com · May 22

#PostDoc: 1-3 years fully funded by Ramón Areces Foundation (including yearly research budget). Must have a doctoral thesis defended after Jan'23. Apply through the Ramon Areces Foundation website, with the endorsement of our research group. 🚨 Deadline: June 5 2025

Martina Pocchiari @martinapocchiari.com · May 22

#PreDoc: 1-year fully funded, with prospective access to our 4-year PhD program (including specialized training at relevant grad schools in Barcelona) and overseas research visit. Ideal background in marketing analytics, econ, econometrics, OR/IS. 🚨Deadline: Sept 2025. Apply: [email protected]

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Martina Pocchiari @martinapocchiari.com · May 22

🚨Pre-Doc and Post-Doc positions🚨

We are hiring 1 pre-doc and 1 post-doc in our "Marketing, Technology and Digital Environments" research group at #Esade. Details and deadlines in the comments:

#academicjobs #esade #marketing #AI #postdoc #predoc

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Reposted by Martina Pocchiari

Murat M. Tunc @muratmtunc.bsky.social · May 12

Workshop on Digital Markets (WDM) 2025 is happening today and tomorrow, proudly presented to you by Tilburg & Erasmus University's Marketing and IS groups. I will be live-tweeting the amazing line-up of speakers and really cool discussants and participants. #WDM25

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Reposted by Martina Pocchiari

Murat M. Tunc @muratmtunc.bsky.social · May 12

We start with Martina Pocchiari @martinapocchiari.com
, on online review updating. Leveraging a field experiment from PissedConsumer (seriously), they aim to answer when to ask for an update: Early to increase the likelihood, or late to benefit from “time is an ultimate healer". Cool project!

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Martina Pocchiari @martinapocchiari.com · Mar 22

Looking forward to a lively discussion about causal identification and doubly-robust modelling in (once again) a room full of economists. 💅

Martina Pocchiari @martinapocchiari.com · Mar 22

On the way to #Berlin to present at the Digital Economy Workshop @diw.de @bsoeberlin.bsky.social
On the agenda:
``Digitization and Community Participation'' w/@jmtroos.bsky.social, now featuring a new dataset covering 600K+ events, 400K+ individuals in 12K local communities in 2024 (200M+ rows...)

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Reposted by Martina Pocchiari

WZB Berlin @wzb.bsky.social · Mar 4

Angst, Stress & Depressionen nehmen zu. WZB-Forscher Francesco Capozza @walraslaw.bsky.social hat mit einem Online-Experiment untersucht, was die Akzeptanz psychologischer Unterstützung fördert kann. Kampagnen helfen, wenn sie zielgruppengerecht abgelegt sind. bibliothek.wzb.eu/artikel/2024...

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Martina Pocchiari @martinapocchiari.com · Feb 5

[An updated version is coming soon with even MORE ✨subversive content✨, ask us about it if you're interested in the topic]