The nurturing ad elicited more positive feelings, perceptions of the dad and attitudes toward ad and brand. However, the researchers were surprised that results also showed that higher levels of anxiety around fatherhood produced fewer positive emotions in response to the dadvertisement and produced greater perceptions that the dad in the ad was weak.
Workplace culture and masculine norms are keeping fathers from asking for flexible working hours, including paid parental leave, according to research from University of South Australia researcher, Dr Ashlee Borgkvist.
Becoming a parent is a major life transition at any time but in a pandemic it takes on a whole other experience as expectant mums and dads navigate the current health and social restrictions to protect the safety of their unborn child.
Moms are not more likely than other women to support gun control efforts. In fact, a new study finds that parenthood doesn’t have a substantial effect on the gun control views of men or women.