haku: @indexterm individual behaviour / yhteensä: 848
viite: 10 / 848
Tekijä:Black, I. R.
Organ, G. C.
Morton, P.
Otsikko:The effect of personality on response to sexual appeals
Lehti:European Journal of Marketing
2010 : VOL 44:9/10, p. 1453-1477
Asiasana:advertising research
sex
experiment design
advertising effectiveness
individual behaviour
Kieli:eng
Tiivistelmä: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.
SCIMA tietueen numero: 272747
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