Sex appeal in advertising: What consumers think

Sukanlaya Sawang

    Research output: Contribution to journalArticlepeer-review

    17 Citations (Scopus)
    930 Downloads (Pure)

    Abstract

    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. Publisher Statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Promotion Management on 12th March 2010, available online: http://www.tandfonline.com/10.1080/10496490903578832
    Original languageEnglish
    Pages (from-to)167-187
    Number of pages21
    JournalJournal of Promotion Management
    Volume16
    Issue number1-2
    DOIs
    Publication statusPublished - 1 Jan 2010

    Bibliographical note

    This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Promotion Management on 12th March 2010, available online: http://www.tandfonline.com/10.1080/10496490903578832

    Keywords

    • consumer attitude
    • advertising
    • collectivism and individualism
    • sexual content
    • culture

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