- Title
- Exploring the impact of sexual content and sexual self-schema on advertising effectiveness of Female consumers: a conceptual framework
- Creator
- Hernandez, Jessica; Carlson, Jamie; Rosenberger III, Philip
- Relation
- Australian and New Zealand Marketing Academy Conference 2011: Marketing in the Age of Consumerism: Jekyll or Hyde? (ANZMAC 2011). Marketing in the Age of Consumerism : Jekyll or Hyde? Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings (Perth, W.A. 28-30 November, 2011)
- Relation
- http://www.anzmac.org/
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Resource Type
- conference paper
- Date
- 2011
- Description
- A lack of understanding exists regarding the influence that varying levels in the intensity of sexual content as perceived by female consumers in conjunction with the influence of a female consumer’s sexual self-schema has on consumer behaviour. This paper presents a theoretical framework for investigating the evaluation of advertising employing sexual appeals by female consumers. The framework posits that perceptions of high use of sexual content negatively influence female consumers’ attitudes and purchase intentions, and that the proposed relationships are moderated by a female consumer’s sexual self-schema. Propositions to guide future research and implications for theory and practice are also presented.
- Subject
- sexual appeals; sexual self-schema; attitude toward the ad model
- Identifier
- http://hdl.handle.net/1959.13/1047635
- Identifier
- uon:14810
- Identifier
- ISBN:9780646563305
- Language
- eng
- Full Text
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | ATTACHMENT01 | Publisher version (open access) | 305 KB | Adobe Acrobat PDF | View Details Download |