Abstract
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 language | English |
|---|---|
| Pages (from-to) | 373-391 |
| Number of pages | 19 |
| Journal | Journal of Promotion Management |
| Volume | 19 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 1 Jun 2013 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 12 Responsible Consumption and Production
Keywords
- advertising
- consumer behavior
- sex appeal
- survey research
ASJC Scopus subject areas
- Marketing
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