Abstract
We explore females' reactions to a sexually-themed advertising with regards to a key personality variable — sexual self schema (SSS). In extant research, SSS has largely had a positive impact on females’ reactions to sexual advertisements. We further explore this dynamic by considering the role of female sexual self schema (SSS) on attitudes and purchase intent for products with brand concepts that differ with regards to fit with sexual themes. Informed by our study and extant literature, we also offer areas for further SSS-based advertising research, particularly in another unexplored area: the role of SSS in identification and resultant attitude formation in sexual, but less explicit, advertising.
Published Version
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