Dr Magdalena Zawisza

Reader in Consumer and Gender Psychology

Faculty:Faculty of Science and Engineering

School:Psychology and Sport Science

Location: Cambridge

Areas of Expertise: Applied, Social and Health Psychology

Dr Magdalena Zawisza is an academic psychologist with a PhD from Royal Holloway, University of London. Her research interests include gender, consumer and social psychology and focus mainly on issues of gender, sexism and advertising.

magdalena.zawisza@anglia.ac.uk
LinkedIn
Twitter: @magda_aru
MediaMatters

Background

Magdalena joined Anglia Ruskin in January 2014 and is a consumer and social psychologist. She has had over ten years of experience in researching advertising, brand image and consumer (including gender) issues in national and global contexts. She is a co-editor of The Routledge International Handbook of Consumer Psychology, an editor of MediaMatters Facebook page and a Senior Lecturer on the MSc Consumer Psychology at Anglia Ruskin University.

She is also a review editor of Frontiers Gender, Sex and Sexuality Studies section and a holder of prestigious grants such as BA/Leverhulme and Knowledge Transfer Partnerships, Innovation UK and European Regional Development Fund totalling £353K. She runs her own research consultancy Insights devoted to responsible advertising and publishes in leading peer-reviewed journals. Her work has attracted media attention from The IndependentBBC and Newsweek and was recognised by Advertising Standards Authority among others.

Before joining Anglia Ruskin, Magdalena worked at Royal Holloway, University of London, The Warsaw School of Advanced Social Psychology, University of Gdansk and Winchester University.

Spoken Languages

Polish

Research interests

  • Gender issues in advertising: the effectiveness, effects, processing and portrayal of gendered advertisements (also cross-culturally)
  • Implicit and explicit stereotyping, attitudes and prejudice: changes of (gender) attitudes and stereotypes over time and across cultures; gender stereotypes, their content, effects and measurement
  • Persuasion techniques and elaboration processes

Areas of research supervision

  • Advertising effectiveness
  • Consumer behavior
  • Gender issues in advertising
  • Explicit and implicit (gender) attitudes
  • (Gender) attitudes and stereotypes cross-culturally
  • Prejudice and discrimination (e.g. sexism)
  • Persuasion
  • Embodied cognition

Find out more about our Psychology PhD.

Teaching

Magdalena teaches on the following modules:

  • Applied Consumer Psychology
  • Consumer Psychology
  • Contemporary Social Psychology
  • Sex, Sexuality and Gender

Qualifications

  • PhD Psychology, Royal Holloway, University of London, UK
  • MSc Psychology, University of Gdansk, Poland
  • PGCert Learning and Teaching for Higher Education, Royal Holloway, University of London, UK
  • Certificate of Competence in Occupational Testing, BPS Level A

Memberships, editorial boards

  • Senior Fellow of Higher Education Academy (SFHEA)
  • Register of Qualifications in Test Use (RQTU)
  • Review Editor for the journal 'Frontiers Gender, Sex and Sexuality Studies
  • Reviewer for Newton Foundation
  • Peer reviewer for journals Sex Roles; Journal of Gender Studies; Journal of Cross-Cultural Psychology; Journal of Applied Social Psychology; Journal of Basic and Applied Social Psychology; Australian Journal of Psychology; Canadian Journal of Behavioural Science
  • Ad hoc reviewer for book publisher Palgrave Macmillan

Research grants, consultancy, knowledge exchange

  • Winner of our Anglia Ruskin University Vice Chancellor’s full PhD scholarship for the project entitled 'Towards more socially inclusive advertising'. £45K
  • Knowledge Transfer Partnership between ARU and Ringway (successful); 2018-2021, Pearson D. (PI), Zawisza, M. (Co-I) & Sherratt, F. Investigation into reducing service strikes at Ringway; £194,375.
  • Harmonia, National Science Centre PL, Feb 2018- Mar 2021; Kosakowska, N. (PI), Zawisza, M., Vandello, J., Safdar, S., Wlodarczyk, A., Besta, T., Zadkowska, M. (Co-Is). Toward gender harmony – understanding the relationship between masculinity threat and gender equality across cultures. £136K
  • Innovation Bridge, European Regional Development Fund, Aug-Nov 2017, Zawisza, M. Marketing consultancy for SMEs (Cambridge Biolabs, Stemnovate, IndexMatch). £3k
  • BA/Leverhulme Small Research Grant, ref. SG150294, Sept 2015 - Aug 2016 - Zawisza, M., Szymkow-Sudziarska, A. & Golec, A. How to get women into engineering? The use of embodied cognition as a buffer against media-based prejudice; £10K
  • Essex Police project, Jan-Sept 2015 - Zawisza, M. & Jansson-Boyd, C. (Nov, 2014). Brand evaluation survey commissioned by Essex Police. Part of an interdisciplinary collaborative project managed by Cole, M. and titled ‘Areas and methods of public engagement that Essex Police District Commanders should focus on to improve public confidence.’ (others involved: Akister, J., Iskoujina, Z., Lundrigan, S., Moore, C., & Skinner, D.); £10K
  • Occupational testing, ARU & Winchester
  • Research consultancy Insights: Brand, Advertising & Society

Selected recent publications

Gradidge, S., & Zawisza, M., (2019). Why may factual appeals about the abilities of sheep fail? Animal Sentience, 4(25) pp.42. animalstudiesrepository.org

Zawisza-Riley, M. (2019). Gender, Advertising and Society – psychological perspective. London: Taylor & Francis / Routledge. ISBN: 9781315144306 [monograph]. View book description.

Brooks, A. S., Luyt, R., Zawisza, M., & McDermott, D. T. (2019). Ambivalent Homoprejudice towards Gay Men: Theory Development and Qualitative Investigation. Journal of Homosexuality. doi: 10.1080/00918369.2019.1585729

Zawisza, M. (2019). Gendered advertising: Content, Effectiveness and Effects – psychological perspective. In: Dobscha, S. (Ed.), Handbook of Research on Gender and Marketing (pp.8-27). Camberley: Elgar Publishing. ISBN: 9781788115377

Zawisza, M., Luyt, R., Zawadzka, A.M. & Buczny, J. (2018). Cross-Cultural Sexism and the Effectiveness of Gender (Non)Traditional Advertising: A Comparison of Purchase Intentions in Poland, South Africa, and the United Kingdom. Sex Roles, 9: 738–751. doi: 10.1007/s11199-018-0906-8. Read the full text.

Zawisza, M., Luyt, R., Zawadzka, A.M., Buczny, J. (2017). Does it pay off to break male gender stereotypes in cross-national ads? A comparison of ad effectiveness between the United Kingdom, Poland and South Africa. In Luyt, R., Welch, C., & Lobban, R. (Eds.), Diversity in gender and visual representation. London: Routledge.

Zhang, B., Gao, Q., Lin, Y., Gao, Q., Zawisza, M., Kang, Q. & Chen X. (2017). Effects of aging stereotype threat on working self-concepts: An event-related potentials approach. Frontiers in Aging Neuroscience.

Zawisza, M., Luyt, R., Zawadzka, A.M., Buczny, J. (2016). Does it pay off to break male gender stereotypes in cross-national ads? A comparison of ad effectiveness between the United Kingdom, Poland and South Africa. Journal of Gender Studies. Read the full text

Jansson-Boyd, C. & Zawisza, M. (Eds.). (21 Nov 2016). Routledge International Handbook of Consumer Psychology. London: Taylor & Francis. ISBN-10: 113884649X

Zawisza, M. (2016). Applying universal dimensions of social perception to consumer context: An extension of the SCM/BIAF models with the relevance principle. In: Jansson-Boyd, C. & Zawisza, M. (Eds.), The Routledge international handbook of consumer psychology (pp. 216-231). London: Taylor & Francis.

Zawisza, M. & Jansson-Boyd, C. (2016). Essex Police brand perception and methods of communication for public confidence. In M. Cole & J. Akister, Optimisation of Police and Public Engagement. Report.

Zawisza, M., Luyt, R. & Zawadzka, A.M. (2015). Societies in transition: are they more sexist? A comparison between Polish, South African and British samples. Journal of Gender Studies, 24(1), 38-55. doi: 10.1080/09589236.2013.803952

Zawisza, M. & Pittard, C. (2015). When Do Warmth and Competence Sell Best? The ‘Golden Quadrant’ Shifts as a Function of Congruity with the Product Type, Targets’ Individual Differences and Advertising Appeal Type. Basic and Applied Social Psychology. 37(2), doi: 10.1080/01973533.2015.1015130

Zawisza, M., & Lobban, R. (2015). Implicit and Explicit Gender Attitudes as Predictors of the Effectiveness of Non-traditionally Gendered Advertisements. International Journal of Consumer Research, 3, 34-55.

Zawadzka, A.M., Kujalowicz, K. and Zawisza, M. (2013). Position in power hierarchy and believes about consumption across cultures: Financial aspirations and values in Poland and the UK. Journal of Social Research and Policy (special issue: Between Wealth and Well-Being: Consumption, Psychology and Quality of Life), 4(2), pp. 2068-9861.

Zawisza, M., Luyt, R. and Zawadzka, A. (2012). Ambivalence toward men: Comparing sexism among Polish, South African and British university students. Sex Roles, 66(7), pp.453-467, doi: 10.1007/s11199-011-0112-4

Zawisza, M. and Cinnirella, M. (2010). What matters more: Breaking tradition or stereotype content? Envious and paternalistic gender stereotypes and advertising effectiveness. Journal of Applied Social Psychology, 40, pp.1767-1797, doi: 10.1111/j.1559-1816.2010.00639.x.

Recent presentations and conferences

Wlodarczyk, A., Kossakowska-Berezecka, N., Besta, T., Best, D., Bosson, J., Vandello, J., Zawisza, M. & Żadkowska, M., (2019). Are men showing up for gender equality? Masculinity threat and motivation to engage in protests among Chilean male in the context of feminist movements in 2018. 42nd Annual Scientific Meeting of the International Society of Political Psychology (ISPP) in Lisbon, Portugal, July 12 - July 15.

Kossakowska-Berezecka, N., Besta, T., Best, D., Bosson, J., Jurek., P., Sobiecki, J., Safdar, S., Vandello, J., Wlodarczyk, A, & Zawisza, M., (2019). Cultural shift and gender stereotypes? 11-country study. ICCP conference in Costa Rica, 16-19 July 2019.

Kossakowska-Berezecka, N., Zawisza, M., Besta, T., Wlodarczyk, A., Bosson, J, Vandello, J., Best, D. & Safdar, S., (2019). Gender stereotypes, self-perceptions, and collective action against gender inequality. A cross-cultural study across 10+ countries. EASP Meeting: The Evolution, Emergence, Development, and Maintenance of Stereotypes, 27-30 June 2019, Eyba/Saalfeld, Germany.

Lobban, R., Martin, S., Luyt, R., Brooks, A., McDermott, D., & Zawisza, M., (2019, July). Gays for Trump and #WomenWhoVoteTrump: Right-wing populism and safe identities? Paper presented at British Psychological Society Psychology of Women and Equalities Section Annual Conference 2019, Windsor, UK.

Zawisza, M., Szymkow-Sudziarska, A., Golec de Zavala, A. & McKendrick, E. (2018). How to get women into engineering? The usefulness of power posture interventions in improving attitudes to STEM subjects – an experimental investigation. Context, Identity, Choice: Understanding the Constraints on Women’s Career Decisions, London, UK, 30-31 May 2018. [poster presentation]

Brooks, A., Luyt, R., Martin, S., McDermott, D.T., & Zawisza, M. (2017). Gays for Trump and #WomenWhoVoteTrump: Empowering identities? Invited Round Table discussion convened by Lobban, R. at Political Masculinities and Populism International Conference, 1-3 Dec 2017, Landau, Germany. 

Zawisza, M. Szymkow-Sudziarska, A., Golec de Zavala, A., & McKendrick, E. (2017). Gendered Advertising and Embodied Cognition as a Buffer of its Negative Effects. 36th Polish Congress of Psychology: Psychology for health of individual and society, Gdansk 21-24 Sept 2017.

Zawisza, M. (2017). Using the universal dimensions of social perception to improve the effectiveness of non-traditionally gendered advertisements. Paper presentation, 5-8 Jul 2017, International SABE Conference, Newcastle, Australia. 

Brooks, A. S., Zawisza, M., Luyt, R., & McDermott, D. T. (2017, June). The psychometric properties of a new measure of attitudinal ambivalence towards gay men. Poster presented at the Annual Convention of the Canadian Psychological Association, Toronto, Canada.

McDermott, D. T., Brooks, A. S., Zawisza, M., & Luyt, R. (2017, June). Is the grass really greener? A cross-cultural assessment of ambivalent homoprejudice towards gay men. Paper presented at the Annual Convention of the Canadian Psychological Association, Toronto, Canada.

Zawisza, M. (2017). Universal dimensions of social perception and gendered advertising. Paper presentation, 24-27 June 2017, The Future of Gender Roles, International conference, Berlin, Germany.

Zawisza, M., Luyt, R., Zawadzka, A.M., Buczny, J. (2016). It may pay off to break male gender stereotypes in cross-national ads: A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa. Paper presentation, 9-11 Dec 2016. Political Masculinities as Agents of Change: Interdisciplinary Conference, Cambridge. Part of a symposium organised by M. Zawisza.

Zawisza, M. Szymkow-Sudziarska, A., Golec de Zavala, A., & McKendrick, E. (2016). How to get women into engineering? Gendered advertising, STEM subjects and embodied cognition. Paper presentation, 24-29 Jul 2016, ICP, Yokohama, Japan.

Zawisza, M. (2016). Reducing mental stigma through social advertising campaigns: Application of Stereotype Content Model. Paper presentation, 24-29 Jul 2016, ICP, Yokohama, Japan.

Zawisza, M. Szymkow-Sudziarska, A., Golec de Zavala, A., & McKendrick, E. (2016). How to get women into engineering? Gendered advertising and embodied cognition as a buffer and buster. Paper presentation, 6 Jul 2016, ARU Faculty Research Conference, Chelmsford.

Brooks, A. S., Zawisza, M., Luyt, R., & McDermott, D. T. (2016). “Ambivalence Towards Gay Men: A Qualitative Investigation. Paper to be presented at the Annual Meeting of the Social Psychology Section of the British Psychological Society, Cardiff, the United Kingdom.

Brooks, A. S., Zawisza, M., Luyt, R., & McDermott, D. T. (2016). “Are Heterosexuals' Attitudes Towards Gay Men Becoming Ambivalent?. Paper to be presented at the Annual Meeting of the Social Psychology Section of the British Psychological Society, Cardiff, the United Kingdom.

Zawisza,M.; Luyt, R. & Zawadzka, A.M. (2015). Ambivalent attitudes to men and societies in transition: A comparison between Polish, South African and British samples. Paper presentation 27-29 November 2015. International and Interdisciplinary Conference on Political Masculinities and Social Transition, Landau University, Germany.

Zawisza, M. (2015). Businessperson vs. Homemaker – male (and female) gender roles in advertising and their effectiveness cross-culturally: A case of Poland, UK and SA. Invited Paper presentation, 6-7 March 2015. Gender, Culture & Migration Conference, Gdansk, Poland.

Zawisza, M. & Pittard, C. (2014). When Do Warmth and Competence Sell Best? The Golden Quadrant Shifts with the Product Type, Targets’ Individual Differences and Advertising Appeal Type.Paper presentation, 8-13 July 2014.28th International Congress of Applied Psychology, Paris, France.

Zawisza, M. & Lobban, R. (2014). Social desirability and the predictive power of implicit and explicit gender attitudes in determining the effectiveness of non-traditionally gendered ads. Paper presentation, 8-13 July 2014.28th International Congress of Applied Psychology, Paris, France.

Zawisza, M. (2012). Likeable businesswoman? Does manipulation of warmth boost the effectiveness of non-traditional female gender portrayals in advertising? Paper presentation, 12 Sept 2012, Gender and Visual Representation Conference, Winchester, UK.

Zawisza, M., Lobban, R., & Gardiner, N. (2012). Social desirability, implicit and explicit gender attitudes and the effectiveness of gendered adverts. Poster presentation, 21-23 Aug 2012, BPS Social Psychology Conference, St Andrews, UK.

Zawisza, M., Luyt, R., & Zawadzka, A.M. (2012). Ambivalent sexism toward women in Polish, South African, and British university students: Considering societies in transition. Paper presentation, 20th July 2012, 21st Congress of IACCP, Stellenbosch, S.A.

Public Lectures

Harvey, A., Zawisza, M. (co-chair), McDermott, D., Finlay, M. & Pringle, A. (13 Mar 2019). Discovering the Extremes of Human Nature. Science Festival, Chelmsford.

Zawisza, M., Harvey, A., Finlay, M., Martin, S., Pringle, A. 2018. Of monsters and humans: the social psychology of extremes. Cambridge Festival of Ideas, Cambridge, 27 Oct 2018. Open public panel talk organised and chaired by Dr Magdalena Zawisza.

Zawisza, M., Harvey, A., Brooks, A., & Swami, V. (28 Oct 2017). Judging a book by its cover: Psychological truth about myths, believes and prejudice. Public panel talk for Cambridge Festival of Ideas 2017. Convened by Dr Magdalena Zawisza.

Zawisza, M. (26 March 2017). Media matters for men and women. Public lecture. Cambridge Festival of Science.

Zawisza, M. (22 Feb 2017). Consumer Psychology of Innovation. ARU Business Networking Event.

Zawisza, M., Finlay, M., McDermott, D., Stevenson, C., Harvey, A. (29 October, 2016). Moving towards greater tolerance: A psychological perspective. Public panel talk for Cambridge Festival of Ideas 2016. Convened by Prof. Viren Swami.

Zawisza, M., Finlay, M., Kaminskiy, E., Luyt, R., McDermott, D., Stevenson, C., Harvey, A. (21 October, 2015). Social prejudice: A tale of power imbalance and resistance. Public panel talk for Cambridge Festival of Ideas 2014. Convened by Prof. Todd Morrison.

Finlay, M., Kaminskiy, E., Luyt, R., Manning, R., McDermott, D., Rohleder, P. & Zawisza, M. (October, 2014). Assaults on Identities. Public Lecture. Cambridge Festival of Ideas 2014.

Invited Talks

Zawisza, M. (20 Mar 2019). Because we are worth it! On gender, advertising and society. Invited talk for Hills Road Sixth Form College.

Invited chair of a discussion panelBridging the gender divide’ with economist Victoria Bateman, sociologist Manali Desai, film, TV and theatre director Topher Campbell and Duncan Fisher, OBE, from the Family Initiative Cambridge Festival of Ideas, Cambridge, 24 Oct 2018.

Invited Event Co-organiser of the Rising Festival public engagement event celebrating international women’s day alongside: Lily Cheng (PI), Dame Carol Black, Principle of Newham College, Sigrid Fisher, former Head of Equality and Diversity of the University of Cambridge, Dr Lynn Morgan, CEO of Arthur Rank hospice, Dr Terri Simpkin of ARU.

Zawisza, M. (2018). Invited talk on Confidence from psychological perspective. Panel discussion at The Rising event, 10th March 2018, Cambridge

Invited Round Table discussion: Brooks, A., Luyt, R., Martin, S., McDermott, D.T., & Zawisza, M. (2017). Gays for Trump and #WomenWhoVoteTrump: Empowering identities? convened by Lobban, R. at Political Masculinities and Populism International Conference, 1-3 Dec 2017, Landau, Germany.

Invited talk for Animate Objects symposium: Zawisza, M. ‘On the mind, body and objects in consumer context – a psychological perspective’, ARU, Cambridge, 13 Oct 2017

Invited talk for Business Networking event: Zawisza, M. ‘The consumer psychology of innovation’, ARU, 22 Feb 2017

Invited talk for ARU Women’s Networking event: Zawisza, M. (2016). Because we are worth it! On gendered advertising and inequality. Invited paper presentation, 27 & 31 May 2016. ARU’s Women’s Network.

Media experience

Gave BBC Life TV commentary on the new ASA ruling that will be introduced on 14 June 2019 regarding gender and advertising content. Aired 14 December 2018.

Zawisza, M., (28 Aug 2018). The terrifying power of stereotypes – and how to deal with them. The Conversation.

Featured in ARU’s ‘Research and Innovation Highlights’ magazine Apr 2018

Cited in Advertising Standards Authority’s 2017 Report on ‘Depictions, Perceptionsand Harm: A report on gender stereotypes in advertising’ led by Ella Smillie

Won The Conversation Contribution Award in Feb 2017

Zawisza, M. (15 Aug 2017). Study finds women in gender-equal countries have better cognitive skills – here’s how to understand it. The Conversation & The Independent.

Zawisza. M. (9 March 2017). Research shows that non-traditional men sell well – advertisers need to catch up for the sake of equality. The Conversation.

Video on The Routledge International Handbook of Consumer Psychology

Zawisza, M. (23 Dec 2016). TV Christmas ads come with the gift of gender stereotyping. The Conversation.

Zawisza, M. (29 Nov 2016). 'Think you’re all for gender equality? Your unconscious may have other ideas' The Conversation. Over 288,397 reads as of 2/05/18.

Zawisza, M. & McDermott, D. (26 Oct 2016). BBC Cambridgeshire interview by Sue Dougan on Moving towards greater tolerance.

Zawisza, M. (26 Oct 2016). 'Why do so many women oppose feminism? A psychologist explains' The Conversation & The Independent. (reach: 64,592 reads as of 2/05/18)

Cambridge News, 7th Feb 2014 – commentary for ‘Should companies stop marketing gender-specific toys?

BBC News Online, 23 Sept 2008 -  commentary for “Men with sexist views ‘earn more’”