Consumer Responses to Sexual Appeals in Cross-Cultural Advertisements

This study investigates the effects of cultural values on crosscultural consumer responses to sex appeals in advertising. Special emphasis is placed on examining how consumers uncertainty avoidance index (UAI) influences their responses to sexual appeals in advertising. The study employs a 2.2 facto...

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Bibliographic Details
Published inJournal of international consumer marketing Vol. 19; no. 2; pp. 29 - 52
Main Authors Garcia, Eli, Yang, Kenneth C. C.
Format Journal Article
LanguageEnglish
Published New York Taylor & Francis Group 25.10.2006
Taylor & Francis Ltd
Subjects
Advertisements
Advertising
attitudes toward the Ad (Aad)
Consumer attitudes
consumer cultural values
Consumers
Cross cultural studies
Cross-cultural advertising
Cultural differences
Cultural values
experimental design
sexual appeals
Sexuality
uncertainty avoidance index (UAI)
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Summary:This study investigates the effects of cultural values on crosscultural consumer responses to sex appeals in advertising. Special emphasis is placed on examining how consumers uncertainty avoidance index (UAI) influences their responses to sexual appeals in advertising. The study employs a 2.2 factorial between subject, post test only experimental design to study these relationships. Results from MANOVA analysis demonstrate that there are main effects of sexual appeals and consumers UAI on their attitudes toward the ad(Aad). The interaction effect between UAI and sexual appeals is also statistically significant. The usefulness of consumer cultural values in predicting cross national consumer responses to advertising is discussed. Implications and extensions into other crosscultural settings are suggested for future research.
Bibliography:SourceType-Scholarly Journals-1
ObjectType-Feature-1
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ISSN:0896-1530
1528-7068
DOI:10.1300/J046v19n02_03