Consumer Responses to Sexual Appeals in Cross-Cultural Advertisements

• Published in: Journal of international consumer marketing Vol. 19; no. 2; pp. 29 - 52
• Main Authors: Garcia, Eli, Yang, Kenneth C. C.
• Format: Journal Article
• Language: English
• 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)

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...