Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 167-187 |
| Number of pages | 21 |
| Journal | Journal of Promotion Management |
| Volume | 16 |
| Issue number | 1-2 |
| DOIs | |
| Publication status | Published - 1 Jan 2010 |
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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/10.1080/10496490903578832Keywords
- consumer attitude
- advertising
- collectivism and individualism
- sexual content
- culture
Cite this
Sex appeal in advertising : What consumers think. / Sawang, Sukanlaya.
In: Journal of Promotion Management, Vol. 16, No. 1-2, 01.01.2010, p. 167-187.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Sex appeal in advertising
T2 - What consumers think
AU - Sawang, Sukanlaya
N1 - 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
PY - 2010/1/1
Y1 - 2010/1/1
N2 - 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
AB - 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
KW - consumer attitude
KW - advertising
KW - collectivism and individualism
KW - sexual content
KW - culture
U2 - 10.1080/10496490903578832
DO - 10.1080/10496490903578832
M3 - Article
VL - 16
SP - 167
EP - 187
JO - Journal of Promotion Management
JF - Journal of Promotion Management
IS - 1-2
ER -