Differential Effects of Chinese Women's Sexual Self-Schema on Responses to Sex Appeal in Advertising

Mei Chun Cheung, Agnes S. Chan, Yvonne Ming Yee Han, Sophia L. Sze, Nicole H. Fan

Research output: Journal article publicationJournal articleAcademic researchpeer-review

8 Citations (Scopus)


Despite the increased use of sex appeal in advertising, little is known about the influence of individual personality differences on responses to sexual information. This study examines the effects of the "sexual self-schema" personality trait on Chinese women's responses to advertisements using sex appeal. Regardless of the type of sexual information used, attitudes toward these advertisements mediate the effect of sexual self-schema on the purchase intentions of women with lower sexual self-schema while this mediating effect was not observed in women with higher sexual self-schema. The theoretical and practical implications of sex appeal in advertising for Chinese women are discussed.
Original languageEnglish
Pages (from-to)373-391
Number of pages19
JournalJournal of Promotion Management
Issue number3
Publication statusPublished - 1 Jun 2013


  • advertising
  • consumer behavior
  • sex appeal
  • survey research

ASJC Scopus subject areas

  • Marketing

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