Sexual appeals in social marketing : the influence of feminism and sexual attitude
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Date
2008
Authors
Aspen, Cathy J.
Journal Title
Journal ISSN
Volume Title
Publisher
Lethbridge, Alta. : University of Lethbridge, Faculty of Management, c2008
Abstract
This study examined how females react to the use of sexual appeals in a social
marketing context. Sexual appeal was operationalized as the use of female models who
are suggestively dressed. Outcome variables, offensiveness, attitude towards the ad and
behaviour intention were tested. Feminism and sexual attitude were included as
moderators. Three phases were conducted: pretest, short interviews and main study. The
pretest and main study used a within study experimental design. Two hundred and
nineteen women participated in the main study. It was discovered that overall individuals
are offended by the use of suggestiveness, have a lower attitude towards the ad and are
less inclined to perform the proposed behaviour. Feminism had no influence on an
individual’s reaction while sexual attitude only influenced offensiveness. This study has
implications for social marketers who currently use sexual appeals to promote their
behaviour as sexual appeals could results in a negative effect.
Description
xi, 133 leaves : ill. ; 29 cm
Keywords
Social marketing , Marketing -- Sex differences