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2017 | OriginalPaper | Buchkapitel

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

verfasst von : James Mark Mayer, Plamen Peev

Erschienen in: Creating Marketing Magic and Innovative Future Marketing Trends

Verlag: Springer International Publishing

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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.

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Titel: The Role of Female Sexual Self-Schema in Reactions to Non-explicit Sexual Advertising Imagery
verfasst von: James Mark Mayer
Plamen Peev
Verlag: Springer International Publishing
Buch: Creating Marketing Magic and Innovative Future Marketing Trends
Print ISBN: 978-3-319-45595-2

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

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-319-45596-9_220