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| Author: | Black, I. R. Organ, G. C. Morton, P. |
| Title: | The effect of personality on response to sexual appeals |
| Journal: | European Journal of Marketing
2010 : VOL 44:9/10, p. 1453-1477 |
| Index terms: | advertising research sex experiment design advertising effectiveness individual behaviour |
| Language: | eng |
| Abstract: | The purpose of the article is to study the effect of consumer's individual personality on their response to sexual appeals in advertisements. The tree traits tested were extroversion, openness and neuroticism. The method used in the study was a mixed factor experimental design, data consisting of 156 undergraduate students, each randomly assigned to be exposed to either mild or overt sexual appeal condition. The findings reveal that extroversion and openness have a direct effect on responses to sexual appeal in advertisements. |
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