haku: @indexterm consumer behaviour / yhteensä: 2688
viite: 10 / 2688
| Tekijä: | Reichert, T. LaTour, M. S. Ford, J. B. |
| Otsikko: | The naked truth: revealing the affinity for graphic sexual appeals in advertising |
| Lehti: | Journal of Advertising Research
2011 : JUN, VOL 51:2, p. 436-448 |
| Asiasana: | advertising sex consumer behaviour consumer attitudes |
| Kieli: | eng |
| Tiivistelmä: | Though graphic sexual appeals in advertisements seem to at least raise attention, the research concerning it has failed to differentiate the consumers who respond favorably to these kind of advertisements from those who may be offended by them. This article conducts a study in the form of a large national panel, that included manipulated levels of nudity in fragrance ads. The study assessed the constructs of Sexual Self Schema, Sensation Seeking and dimensions of the Reidenbach-Robin Multi-dimensional Ethics Scale in order to determine the factors accounting for individual response. All the three variables were found to be important predicators of emotional, attitudinal, and behavioral responses. |
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