Does sexual-stimuli intensity and sexual self-schema influence female consumers' reactions toward sexualised advertising? An Australian perspective
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- 作者：Jessica Wyllie ; JKH426@newcastle.edu.au" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Jamie CarlsonAuthor Vitae ; Philip J. Rosenberger IIIAuthor Vitae
- 关键词：Sexual-stimuli ; Sex appeals ; Sexual personality ; Sexual self-schema ; Advertising effectiveness ; Australia
- 刊名：Australasian Marketing Journal (AMJ)
- 出版年：2015
- 出版时间：August 2015
- 年：2015
- 卷：23
- 期：3
- 页码：188-195
- 全文大小：328 K
文摘
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The role of sexual-stimuli intensity and sexual self-schema on Australian female consumers' perception of sex in advertising.
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Mild sexual-stimuli intensity in advertising is more effective at influencing attitudinal and behavioural responses.
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Issues exist with the relevance of the sexual self-schema construct as a forecasting tool beyond the U.S. context.