Sex appeal in advertising: What consumers think

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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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