Sex appeal in advertising : what consumers think

Sawang, Sukanlaya (2010) Sex appeal in advertising : what consumers think. Journal of Promotion Management, 16(1-2), pp. 167-187.

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This study examined consumers' attitude toward the use of sexual content in advertisements among there different cultural groups; i.e., individualistic sample (White American), collectivistic sample (US temporal visitors from Asia), and acculturation sample (Asian immigrants). Sixty participants were asked about cultural acceptability of sexual content ads and the favorable attitude toward those ads by using Q-methodology. Asian participants reported less cultural acceptability for sexuality, than either Asian American or North American participants. The findings also revealed that North Americans are more likely to prefer the use of sexual content in advertisement than Asians. Asian-American participants agreed with North American participants in regard to sexually explicit advertising. Implications and limitations were discussed.

Impact and interest:

6 citations in Scopus
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ID Code: 31309
Item Type: Journal Article
Refereed: Yes
Keywords: consumer attitude, culture, acculturation , sexual content, collectivism and individualism, advertising
DOI: 10.1080/10496490903578832
ISSN: 1049-6491
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Australian and New Zealand Standard Research Classification > PSYCHOLOGY AND COGNITIVE SCIENCES (170000) > PSYCHOLOGY (170100) > Social and Community Psychology (170113)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2010 Routledge/Talyor & Francis
Copyright Statement: This is an electronic version of an article published in Sawang, Sukanlaya (2010) Sex appeal in advertising : what consumers think. Journal of Promotion Management, 16(1-2). pp. 167-187. Journal of Promotion Management is available online at informaworldTM.
Deposited On: 16 Mar 2010 05:59
Last Modified: 29 Feb 2012 14:22

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