The Influence of Sex Appeal on Consumers Attitude toward the Ads Moderated by Product Factors

Aji Cahya Nusantara, Budhi Haryanto

Abstract

This study wants to examine the relationship between sex appeal and attitude towards the ads, and more than, this study also wants to examine the role of product factors in moderating the relationship of this two variables. Experimental design is done to control the relation among the variables observed in this study. The participants consist of 100 males’ undergraduate students of Faculty of Economics and Business, Universitas Sebelas Maret, Surakarta-Indonesia, who are divided into 4 groups. Generalized Auto Regression Conditional Hetero-regressive (GARCH) is statistical method chosen to analysis the data. The results showed that sex appeal is an effective stimulus affects the individual positive attitude toward an advertisement. As well as product factor is another stimulus, which effectively influence positive attitudes toward advertising. But in this study also found that the product factor is not moderate the relationship between sex appeal and positive attitude toward advertising. In addition to this study also discusses the implications of both theoretical and practical, as well as the limitations of the study.

Keywords

Sex Appeal; Product Factors; Attitude towards the Ads; Consumer Behavior.

Full Text:

PDF

References

Anabila, P., Tagoe, C., & Asare, S. (2015). Consumer Perception of Sex Appeal Advertising: a High Context Cultural Perspective. IUP Journal of Marketing Management, 14(4), 34-55.

Assael, H. (2004). Consumer Behavior, a strategic approach. (6th ed). New York: Houghton-Mifflin.

Barnier, V. D., & Valette-Florence, P. (2006). Provocative Sexually Appealing Advertisements: the Influence of Embarrassment on Attitude Towards the Ad. ACR Asia-Pacific Advances, 7(1), 215-222.

Black, I. R., Organ, G. C., & Morton, P. (2010). The Effect of Personality on Response to Sexual Appeals. European Journal of Marketing, 44(9/10), 1453-1477.

Campbell, D. T., & Stanley, J. C. (1966). Experimental and Quasi-Experimental Design for Research. Boston, Mass: Houghton Mifflin Company.

Courtney, A. E., & Whipple, T. W. (1983). Sex Stereotyping in Advertising. Lexington, Mass. : Lexington Books.

Duncan, T. (2002). IMC: Using Advertising and Promotion to Build Brands. New York: McGraw-Hill.

Dudley, S. C. (1999). Consumer Attitudes toward Nudity in Advertising. Journal of Marketing Theory and Practice, 7(4), 89-96.

Elliott, R., Jones, A., Benfield, A., & Barlow, M. (1995). Overt Sexuality in Advertising: a Discourse Analysis of Gender Responses. Journal of Consumer Policy, 18(2-3), 187-217.

Fishbein, M., & Ajzen, I. (1975). Beliefs, Attitude, Intention and Behavior: an Introduction to Theory and Research. Washington D. C: Addison-Wesley.

Haryanto, B., Nusantara, A. C., & Budiman, S. (2015). How Sexuality in Elegance of Advertising and Congruency of Product Influence Brand Evaluation? (the Study of Consumer Behavior using an Experimental Design Approach). Mediterranean Journal of Social Sciences, 6(4), 118-129.

Jones, S. C., & Reid, A. (2008). The Use of Female Sexuality in Australian Alcohol Advertising: Public Policy Implication of Young Adult’s Reactions to Stereotypes. Journal of Public Affair, 12(4), 315-325.

LaTour, M. S., Pitts, R. E., & Snook-Luther, D. C. (1990). Female Nudity, Arousal and Ad Response: an Experimental Investigation. Journal of Advertising, 19(4), 51-62.

LaTour, M. S., & Henthorne, T. L. (1994). Ethical Judgments of Sexual Appeals in Print Advertising. Journal of Advertising, 23(3), 81-90.

Lee, S. M., Heflick, N. A., Park, J. W., Kim, H., Koo, J., & Chun, S. (2017). When Sex doesn’t Sell to Men: Mortality Salience, Disgust and the Appeal of Products and Advertisements Featuring Sexualized Women. Motivation and Emotion, 41(4), 478-491.

Liu, F., Li, J., & Cheng, H. (2006). Sex Appeal Advertising: Gender Differences in Chinese Consumers Responses. Asia Pacific Journal of Marketing, 18(1), 19-28.

Lull, R. B., & Bushman, B. J. (2015). Do Sex and Violence Sell? a Meta-Analytic Review of the Effects of Sexual and Violent Media and Ad Content on Memory, Attitudes and Buying Intentions. Psychological Bulletin, 141(5), 1022-1123.

Lutz, R. J. (1991). The Role of Attitude Theory in Marketing, in Perspectives in Consumer Behavior. Illinois, IL: Prentice Hall.

Malik, G. (2016). Impact of Sexual Content in Advertising on Purchasing Behaviour of Customers: an Empirical Analysis. ASBM Journal of Management, 9(1), 47-56.

Montgomery, D. C. (2001). Design and Analysis of Experiment, 5th Edition. Arizona State University: John Wiley & Son, Inc.

Peterson, R. A., & Kerin. R. A. (1977). The Female Role in Advertisement: Some Experimental Evidence. Journal of Marketing, 41, 59-63.

Reichert, T., & Ramirez, A. (2000). Defining Sexually Oriented Appeals in Advertising: a Grounded Theory Investigation. Advances in Consumer Research, 27: 267-73.

Reichert, T., Heckler, S. E., & Jackson, S. (2001). The Effects of Sexual Social Marketing Appeals on Cognitive Processing and Persuasion. Journal of Advertising, 30(1), 13-27.

Reid, L. N., & Soley, L. C. (1983). Decorative Models and the Readership of Magazine Ads. Journal Advertising Research, 23(2), 27-32.

Saunders, D. (1996). Sex in Advertising. Singapore: BT Batsford Ltd.

Sekaran, U., & Bougie, R. (2013). Research Methods for Business. Chichester, England: John Wiley & Sons Ltd.

Sengupta, J., & Dahl, D. W. (2008). Genderâ€Related Reactions to Gratuitous Sex Appeals in Advertising. Journal of Consumer Psychology, 18(1), 62-78.

Soley, L., & Kurzbard, G. (1986). Sex in Advertising: a Comparison of 1964 and 1984 Magazine Advertisements. Journal of Advertising, 15(3), 46-64.

Steadman, M. (1969). How Sexy Illustrations Affect Brand Recall. Journal of Advertising Research, 9(1), 14-22.

Sugiarto, C., & De Barnier, V. (2013). Sexually Appealing Ads Effectiveness on Indonesian Customers. European Journal of Business and Management, 5(9), 125-135.

Tabachnick, B., & Fidell, L. (1997). Using Multivariate Statistic. London, England: Pearson Education.

Visetbhakdi, Arpavadee. (2011). The Effects of Sex Appeal Advertising on Thai Consumers’ Emotional and Behavioral Responses. The AU Journal of Management, 9(1), 1-12.

View Counter: Abstract - 2826 and PDF - 1239

Refbacks

  • There are currently no refbacks.


Bookmark and Share