Dr Magdalena Zawisza 

Senior Lecturer in Psychology 

Humanities and Social Sciences 

Email:

Magdalena.Zawisza@winchester.ac.uk 

Phone:

+44 (0)1962 827455 

Fax:

+44 (0)1962 827437 

Address:

Biography

• 2003-2006 – completed PhD, University of London, UK
• 2002-2003 – commenced PhD, The Warsaw School of Advanced Social Psychology, Poland
• 1997-2002 – MSc, University of Gdansk, Poland

Publications

Journal articles:

Zawisza, M., Luyt, R., Zawadzka, A.M. (2012). Ambivalence toward men: comparing sexism among Polish, South African and British university students. Sex roles 66(7), 453-67. doi: 10.1007/s11199-011-0112-4.

Zawisza, M. & 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 (7), 1767-97. Click here to access the online article.

Zawisza, M. & Zawadzka, A.M. & Luyt, R. (2008), Gender and Advertising: A Cross-cultural Perspective. Up-Date 27, 3-4.

Zawisza, M. , Cinnirella, M. & Zawadzka, A.M. (2006) Non-traditional Male Gender Portrayal as a Persuasion Tool in Advertising. Social Influence 1 (4), 288-300. Click here to access the online article.

Zawisza, M. & Zawadzka, A.M. (2003) The Effectiveness of Advertisements that Use or Break Gender Stereotypes. Nowiny Psychologiczne 3, 63-80.

Zawisza, M. (2002) Traditional or Modern? Men and Women's Portrayals and Advertisement Effectiveness. In A. Kuczyńska (Ed.), How to Understand Gender - an Interdisciplinary Study. Wrocław: Wydawnictwo Uniwersytetu Wrocławskiego, 95-105.

Selected Conference Presentations:

Zawisza, M., Lobban, R., & Gardiner, N. (2011). Social desirability and the predictive power of implicit and explicit gender attitudes in determining the effectiveness of gendered adverts. Poster presentation, 12 - 16 July 2011, IAREP / SABE / ICABEEP Conference, Exeter, UK.

Zawisza, M., Luyt, R., & Zawadzka, A.M (2011). Attitudes towards Men: A Comparison of Polish, South African and British Students. Paper presentation, 8 March 2011, 6th Woman in Culture: Woman in Motion Conference, University of Gdansk, Poland.

Zawisza, M., Luyt, R., & Zawadzka, A.M (2011).The Nature of Attitudes towards Men in Two Countries under Transition: a case of Polish and South African vs. British Students. Paper presentation, 3 Feb 2011, RKE Centre for Gender Studies Symposium, Winchester University, UK.

Zawisza, M., Luyt, R., Zawadzka, A.M., & Cinnirella, M. (2010). The Effectiveness of Envious and Paternalistic Gender Portrayals in Print Advertisements accross Countries. Paper presentation, 6 - 9 Sept 2010, BPS Social Psychology Conference, Winchester, UK.

Zawisza, M., Luyt, R., Zawadzka, A.M., & Cinnirella, M. (2010). The Effectiveness of (non)Traditional Gender Portrayals in Print Advertisements. Paper presentation, 11 - 15 August 2010, SCP Conference, 118th Annual Convention American Psychological Association, San Diego, CA, USA.

Zawisza, M., Luyt, R., Zawadzka, A.M., & Cinnirella, M. (2010). The Effectiveness of (non)Traditional Gender Portrayals in Print Advertisements Cross-culturally. Paper presentation, 2 - 5 June 2010, Motivation, Self-Regulation and Gender, Gdansk, Poland.

Zawisza, M., Cinnirella, M. (2008). Who Cares about Dads in Ads and Why? Gender similarities and differences in effectiveness and elaboration of advertisements which use (non)traditional male portrayals. Paper presentation, 3-6 Sept 2008, IAREP/SABE World Meeting, Rome, Italy.

Zawisza, M., Luyt, R., Zawadzka, A.M. (2008). Cross-Cultural Gender Attitudes: Hostile and Benevolent Sexism to Men in Poland, South Africa and Great Britain. Poster presentation, 23 July 2008, the XXIX International Congress of Psychology ICP 2008.

Zawisza, M., Luyt, R., Zawadzka, A.M. (2008). The Effectiveness of Advertisements which Portray Men (Non)Traditionally: A Cross-National Comparison Between Great Britain (GB), Poland (PL) and South Africa (SA). Paper presentation, 3 April 2008, BPS Social Psychology Section Conference 2008, Dublin, Ireland.

Zawisza, M., & Cinnirella, M. (2007). What Matters More: Breaking Tradition or Stereotype Content? Envious and Paternalistic Gender Stereotypes and Advertising Effectiveness. Paper presentation, 7 September 2007, British Psychological Society Social Psychology Section Conference Kent 2007, UK.

Zawisza, M., & Cinnirella, M. (2006). Male Gender Stereotypes, Attitudes and Elaboration Likelihood Model in Advertising Context. Poster presentation, 25 September 2006, Polish Social Psychology Society (PSPS) Annual Conference 2006, Gdansk, Poland.

Zawisza, M., & Cinnirella, M. (2006). Who Cares about Dads in Ads and Why? Poster presentation, 30 March 2006, The British Psychological Society Annual Conference 2006, Cardiff, UK.

Zawisza, M., & Cinnirella, M. (2005). The Effectiveness of Male Gendered Ads in Poland and in the UK. Paper presentation, 30 August 2005, the 52nd BPS Social Psychology Section Conference, Edinburgh, UK.

Zawisza, M., & Cinnirella, M. (2005). ELM & Gendered Advertising – theory and research. Paper presentation, 15 June 2005, the PG Convention, Royal Holloway, University of London, UK.

Zawisza, M., & Cinnirella, M. (2005). ELM & Female Gendered Advertising - the effectiveness of gendered ads in Traditionals and Liberals. Poster presentation, 31 March 2005, The British Psychological Society Quinquennial Conference 2005: Psychology for the 21st Century, Manchester, UK.

Zawisza, M., & Cinnirella, M. (2004). To Break or not to Break? - the Effectiveness of Gendered Ads in Poland and the UK. Paper presentation, 26 June 2004, PG Convention, Royal Holloway, University of London, UK.

Zawisza, M., & Cinnirella, M. (2004). Traditional or Progressive? - the Effectiveness of Ads that Follow or Break the Traditional Gender Stereotype. Paper presentation, 10 June 2004, the 5th Conference on Social Psychology, Cambridge, UK.

Zawisza, M., Zawadzka, M. (2002). Vanguard, Traditionalists, Feministic Traditionalists, and Utopians – gender attitudes and the effectiveness of gendered ads. Paper presentation, 2 June 2002 Understanding gender, Wroclaw, Poland.

Zawisza, M., Zawadzka, M. (2002). Portrayals of Men and Women in the Media. Paper presentation, 9 April 2002, the II Polish Student Seminar, Lublin, Poland.

Research Interests

My research interests fall into three general areas: consumer, gender and applied social psychology. More specifically I am interested in:

• Gender issues in advertising: the effectiveness of gendered advertisements; processing of non-stereotypical persuasive messages; sex differences in processing persuasive messages; the effects of stereotypical advertising on consumers; the portrayal of men and women in advertisements (also cross-culturally);
• Stereotyping, attitudes and prejudice: changes of (gender) attitudes and stereotypes over time and across cultures; gender stereotyping (e.g. Mixed Stereotype Content Theory), effects of stereotype activation (e.g. Stereotype Threat Theory), Implicit Social Cognition;
• Persuasion techniques and elaboration processes: the application of the Elaboration Likelihood Model of Persuasion to advertising; elaboration of counter-stereotypical persuasive messages.

Funding Awards and Professional Membership

2008 – 2011

Collaborative Research Grant, The University of Winchester
'Preferences for (non)traditional female portrayals in print advertising: a cross-cultural comparison'.

2006 – 2008

Promising Researcher Grant, The University of Winchester
'Cross-cultural differences in preferences for gendered advertisements.'

2007

Conference Grant, Teaching & Learning, The University of Winchester

2006

Conference Grant, British Psychological Society, UK

2003 – 2006

Thomas Holloway Studentship awarded for PhD research proposal by Royal Holloway, University of London, UK 

2002 – 2006

PhD scholarship, The Warsaw School of Advanced Social Psychology in cooperation with Psychology Institute, Polish Academy of Science, Poland

2000 – 2001

Academic Excellence Scholarship, University of Gdansk, Poland 

1999 – 2000

Academic Excellence Scholarship, University of Gdansk, Poland