Dr Magdalena Zawisza

Senior Lecturer

Faculty:Faculty of Science & Technology

Department:Psychology

Location: Cambridge

Areas of Expertise: Applied, Social and Health Psychology

Magdalena is a senior lecturer in our Department of Psychology; her research interests fall into three general areas: consumer, gender and applied social psychology.

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magdalena.zawisza@anglia.ac.uk

Background

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Magdalena 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 Programme Leader for the MSc Consumer Psychology at Anglia Ruskin University.

She employs her expertise in her consultancy Insights: Brand, Advertising & Society set for advertisers, marketers, private and government bodies as well as charitable organisations concerned with diversity and equality. Her work has attracted media attention from The Independent, BBC and Newsweek among others.

Research interests

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  • 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

Magdalena is a member of the following research areas:

These form part of our Applied, Social and Health Psychology Research Group.

Areas of research supervision

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

Find out more about our Psychology PhD.

Teaching

Magdalena teaches on the modules Consumer Psychology, Contemporary Social Psychology, and Issues in the Professional Practice of Psychology.

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)
  • Society for Consumer Psychology
  • International Association for Research in Economic Psychology
  • Society for Cross-Cultural Psychology
  • Register of Qualifications in Test Use (RQTU)

Research grants, consultancy, knowledge exchange

  • 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
  • Consumer research, ARU (for Essex Police)
  • Co-editor of International Handbook of Consumer Psychology
  • 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

Selected recent publications

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

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 

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. & 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.M., 2013. Societies in transition: are they more sexist? A comparison between Polish, South African and British samples. Journal of Gender Studies, (ahead of print), pp.1-18. doi:10.1080/09589236.2013.803952

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.

Zawisza, M., Zawadzka, A.M. and Luyt, R., 2008. Gender and advertising: A cross-cultural perspective. Up-Date, 27, pp.3-4.

Zawisza, M., Cinnirella, M. and Zawadzka, A.M., 2006. Non-traditional male gender portrayal as a persuasion tool in advertising. Social Influence, 1(4), pp.288-300, doi:10.1080/15534510601016976.

Recent presentations and conferences

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Public talks

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 2014. Convened by Prof. Viren Swami.
Zawisza, M. & McDermott, D. (26 Oct 2016). BBC Cambridgeshire interview by Sue Dougan on Moving towards greater tolerance.

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

Invited talks

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 talk at Gender, Culture & Migration Conference, Gdansk, Poland, 6-7 March 2015.

Zawisza, M. (2013).Gender stereotypes and their new conceptualisation: Stereotype Content Model approach. Invited talk for Erasmus programme, the University of Gdansk, Poland, May 2013.

Zawisza, M. (2013). Modern prejudice and its manifestation (cross-culturally): from negativity to ambivalence? Invited talk for Erasmus programme, the University of Gdansk, Poland, May 2013.

Zawisza, M. (2013).The role of stereotype content and gender attitudes in the effectiveness of (non)traditionally gendered advertisements. Invited talk at BPS Wessex Hub Seminars, Portsmouth, April 2013.

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

Zawisza, M., Luyt, R., & Zawadzka, A.M. (2012). Ambivalent sexism toward women in Polish, South African, and British university students: Considering societies in transition. Invited talk at Deborah Best’s invited symposium, 21st Congress of IACCP, Stellenbosch, S.A, Jul 2012.

Conferences

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

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. 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.

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, 12th-16th 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, 8th 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, 3rd 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 across countries. Paper presentation, 6-9th 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 Jul 2008, the XXIX International Congress of Psychology ICP, Berlin, Germany.

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 Sept 2007, BPS Social Psychology Section Conference 2007, Kent, UK.

Zawisza, M., & Cinnirella, M. (2006). Who Cares about Dads in Ads and Why? Male Gender Stereotypes, Attitudes and Elaboration Likelihood Model. 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 Aug 2005, the 52nd BPS Social Psychology Section Conference, Edinburgh.

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

Media experience

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Zawisza, M. (2016). 'Why do so many women oppose feminism? A psychologist explains.' The Independent.

Zawisza, M. (2016). 'Why do so many women oppose feminism? A psychologist explains.' The Conversation. Over 45,000 reads

Zawisza, M. (2016). ' Think you’re all for gender equality? Your unconscious may have other ideas' The Conversation. Over 230,000 reads.