Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
At the Intersection of Social Marketing and Public Policy: An Exploration of a Non-profit from the Client Perspective: A Structured Abstract Read chapter Read first chapter

2017 | OriginalPaper | Chapter

The Role of Female Sexual Self-Schema in Reactions to Non-explicit Sexual Advertising Imagery

Authors : James Mark Mayer, Plamen Peev

Published in: Creating Marketing Magic and Innovative Future Marketing Trends

Publisher: Springer International Publishing

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

We explore females’ reactions to a non-explicit, but still sexually themed, advertisement. Specifically, we consider the role of female sexual self-schema (SSS) in the identification of the level of sex present in such an advertisement, and then resultant effects on attitudes and purchase intent. We find that while SSS has no effect on the perceived level of sex present, it does influence resultant dependent variables, particularly for low-SSS females. Informed by our study and extant literature, we also offer areas for further SSS-based advertising research, particularly regarding issues of females’ perceptions of advertisement and brand fit with sexual themes.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter Measuring Ad-Evoked Nostalgia in India: An Emerging Market Perspective—An Abstract
next chapter The Impact of Adding “Active” White Space to a Logo Design on the Clarity of Brand Communication and Evaluation: A Structured Abstract
Literature
Andersen, B. L., & Cyranowski, J. M. (1994). Women’s sexual self-schema. Journal of Personality And Social Psychology, 67(6), 1079–1100.CrossRef
Andersen, B. L., Cyranowksi, J. M., & Espindle, D. (1999). Men’s sexual self-schema. Journal of Personality And Social Psychology, 76(4), 645–661.CrossRef
Fam, K. S., & Waller, D. S. (2003). Advertising controversial products in the Asia Pacific: What makes them offensive? Journal of Business Ethics, 48(3), 237–250.CrossRef
Gulas, C. S., & Weinberger, M. G. (2006). Humor in advertising: A comprehensive analysis. Armonk, NY: M.E. Sharpe.
LaTour, M. S., & Henthorne, T. L. (1993). Female nudity. Journal of Consumer Marketing, 10(3), 25–32.CrossRef
Meyers-Levy, J., & Maheswaran, D. (1991). Exploring differences in males’ and females’ processing strategies. Journal of Consumer Research, 18(1), 63–70.CrossRef
Meyers-Levy, J., & Sternthal, B. (1991). Gender differences in the use of message cues and judgments. Journal of Marketing Research, 28(1), 84–96.CrossRef
Reichert, T., Childers, C. C., & Reid, L. N. (2012). How sex in advertising varies by product category: An analysis of three decades of visual sexual imagery in magazine advertising. Journal of Current Issues and Research in Advertising, 33, 1–19.CrossRef
Reichert, T., & Fosu, I. (2005). Women’s responses to sex in advertising: Examining the effect of women’s sexual self-schema on responses to sexual content in commercials. Journal of Promotion Management, 11(2/3), 143–153.CrossRef
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.CrossRef
Reichert, T., LaTour, M. S., & Ford, J. B. (2011). The naked truth: Revealing the affinity for graphic sexual appeals in advertising. Journal of Advertising Research, 51(2), 436–448.CrossRef
Reichert, T., LaTour, M. S., & Kim, J. Y. (2007). Assessing the influence of gender and sexual self-schema on affective responses to sexual content in advertising. Journal of Current Issues and Research in Advertising, 29(2), 63–77.CrossRef
Sengupta, J., & Dahl, D. W. (2008). Gender-related reactions to gratuitous sex appeals in advertising. Journal of Consumer Psychology, 18(1), 62–78.CrossRef
Soley, L. C., & Reid, L. N. (1988). Taking it off: Are models in magazine ads wearing less? Journalism Quarterly, 65(4), 960–966.CrossRef
Zhang, Y., & Zinkhan, G. M. (2006). Responses to humorous ads. Journal of Advertising, 35(4), 113–127.CrossRef
Metadata
Title
The Role of Female Sexual Self-Schema in Reactions to Non-explicit Sexual Advertising Imagery
Authors
James Mark Mayer
Plamen Peev
Copyright Year
2017
Book
Creating Marketing Magic and Innovative Future Marketing Trends

Print ISBN: 978-3-319-45595-2

Electronic ISBN: 978-3-319-45596-9

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-45596-9_220