Guilty Displeasures? How Gen-Z Women Perceive (In)Authentic Femvertising Messages

This study examines how advertising messages of female empowerment are perceived by Gen-Z women. With the use of authenticity and self-concept theories, we employ in-depth interviews to investigate consumer responses. The thematic analysis indicates that positive attitudes to femvertisements depend primarily on relatability that entails congruence with perceived actual rather than idealized self-concepts. However, while femvertisements often evoke initially positive responses, further reflection regarding their sincerity and authenticity elicits more critical perspectives. Yet respondents remain reluctant to admit disliking a femvertisement, an outcome which can be conceptualized as a guilty displeasure. Theoretical and practical implications on pro-social advertising are drawn.