Do Sexy Cover Models Increase Magazine Sales?

Abstract

In the competitive struggle to increase circulation, mainstream men's magazines (such as Details, Maxim, Esquire) are featuring sexually attractive people on their covers. This article reports the findings of a study designed to determine if the sexual response evoked by cover models is related to interest in the magazine and purchase intention. Findings suggest that sexual attractiveness of the cover model and sexual arousal were related to interest in the magazine, but not purchase intention. Although no gender differences emerged, those with a positive sexual response to the cover person were more interested in the magazine. These results suggest that sexy cover models may be most effective for attracting attention to, and interest in, the magazine at the newsstand, but that feature articles have greater impact on purchase decisions.     

Howard,John A. and J. Hulbent. Advertising and the Public Interest. Chicago: Crain,Inc., 1973

Abstract

This study presents a content analysis of sexual portrayals in magazine advertisements during 1964 and 1984. The results show that the percentage of ads with sexual content did not increase over the twenty-year period, but that the types of sexual portrayals did; sexual illustrations became more overt; and there was a greater reliance on visual than verbal sex in 1984 than 1964. The study also found that female models are more likely to be portrayed as sexually clad, partially clad or nude than were male models.     

Analysis of Information Content in U.S. and Japanese Magazine Advertising

Abstract

The content of Japanese versus U.S. magazine advertisements is assessed to determine relative levels of information content based on the type of magazine, the kind of information, the product represented in the advertisement and the size of the advertisement. It was found that Japanese magazine advertisements were generally more informative than U.S. ads, although the emphasis on specific content varies cross-culturally.     

The rhythm of shopping: How background music placement in live streaming commerce affects consumer purchase intention

There is growing evidence indicating that background music has a significant impact on consumer purchasing behavior. However, there is limited research on the placement of background music in live streaming commerce. This study conducted a single-factor experiment with three conditions (playing during purchase phase, continuous playing, and control group) to investigate the effects on arousal, consumer memory, and purchase intention. Results show that live streaming with background music increase consumer's purchase intention and arousal. Specifically, background music playing during purchase phase leads to higher purchase intention and consumer memory than continuous playing. Continuous playing induces higher arousal than background music playing during purchase phase. Process measures reveal that playing during purchase phase (vs. continuous playing) reduces arousal, thus enhancing consumer memory and leads to higher purchase intention. Continuous playing, however, induces arousal but impairs consumer memory, subsequently leading to lower purchase intention.     

The Persuasive Effect of Circadian Arousal,Endorser Expertise,and Argument Strength in Advertising

Abstract

This research investigates the influence of circadian arousal, endorser expertise, and argument strength of a message on attitudes toward the brand and purchase intention. The quasi-experimental design is a 2 (high versus low endorser expertise) × 2 (strong versus weak arguments) × 2 (morning-type versus evening-type persons) × 3 (advertisement viewing time: 10 a.m., 3 p.m., or 8 p.m.) between-subjects factorial design with 602 Thai female adults. The results are not in complete accordance with predictions from the Elaboration Likelihood Model. For both types of persons, higher argument strength leads to better attitudes toward the brand and higher purchase intention, regardless of endorser expertise and advertisement viewing time. When morning-type persons view the advertisements in the morning and evening, the high- and the low-expertise endorsers have no different effect on attitudes toward the brand, regardless of argument strength. When they view the advertisements in the afternoon, the high expertise endorser creates better attitudes toward the brand than does the low expertise endorser, regardless of argument strength. For evening-type persons, endorser expertise does not affect either of the dependent variables. Theoretical and managerial implications of the study are discussed.     

The Effects of Humor on Attention in Magazine Advertising

Abstract

It was the objective of this investigation to determine whether humor in advertising heightens attention levels and whether the potential heightening of attention is moderated by audience confounds. The study utilized Starch readership scores obtained for humorous liquor ads which appeared in magazine issues surveyed by Starch from 1976–1979.

The results indicate that humorous ads tended to out perform magazine ad norms and that these effects are moderated by gender and racial audience composition differences.     

The Role of Retailer Trust and Word of Mouth in Buying Organic Foods in an Emerging Market

ABSTRACT

This study has twin objectives. Firstly, it explores the antecedents of retailer’s trust and its effect on organic food purchase intention. Secondly, it explores the relationship between word of mouth and retailers trust and the effect of word of mouth (WOM) in organic food purchase intention in the context of a developing economy. Cluster sampling method combined with judgement was used for survey in India. 541 usable questionnaires were analyzed. Findings indicated that Trust in retailer develops on the basis of perceived food quality, perceived service quality and perceived fairness in price. Perceived fairness in price is more important for building trust followed by perceived service quality. Both trust and WOM lead to purchase intention of organic foods. Among the two predictors of purchase intention, trust in retailer emerged as a bigger explanatory variable as compared to WOM. The current study adds word of mouth as a significant antecedent in developing purchase intention for organic foods along with the role of retailer trust. Implications for managers and researchers are emphasised.     

Applying an extended theory of planned behavior to examine state-branded food product purchase behavior: The moderating effect of gender

ABSTRACT

The purpose of this study was to use an extended model of the theory of planned behavior to investigate the antecedents which lead to consumers’ purchase of state-branded food products. Relationships among attitude, subjective norm, perceived behavioral control, health-consciousness, intention to purchase, and actual purchase were examined. In addition, the moderating role of gender on consumer purchasing was assessed. The hypothetical model was empirically tested using data collected via Amazon Mechanical Turk (Mturk). Results implicated that consumers’ attitude, subjective norm, and perceived behavioral control of purchasing state-branded products significantly predicted their intention to purchase, and consumers’ intention to purchase significantly predicted their actual purchase of state-branded products. The relationship between health-consciousness and intention to purchase, however, was not found. Gender differences were found only between consumers’ perceived behavioral control of state-branded purchasing and their intention to purchase. Implications for marketers, farmers, and restaurant owners are provided.     

The low effect of perceived risk in the relation between hedonic values and purchase intention

ABSTRACT

This research seeks to identify the influence of perceived risk in the purchase intention environment regarding innovative technological products, and also to understand how brand trust reduces the expected impact of this risk due to the hedonic and utilitarian characteristics influencing purchase intention. Quantitative research was carried out and analysed through structural equation modelling, where the influence of perceived risk on utilitarian value and purchase intention was identified, as well as the influence of brand trust in reducing this risk. The conceptual implications of the study describe as the perceived risk moderates hedonic features less compared to utilitarian features regarding purchase intention, thus demonstrating that emotional relationships are less affected by this risk. The managerial implications suggest that devices with utilitarian characteristics should be more carefully planned according to their brand and complexity, while hedonic products do not require brand trust to guarantee consumers’ purchase intention in the current innovative scenario.     

Toward an Integrated Model of Purchase Intention of Dietary Supplements in Sexually Oriented Advertising

This study was designed to examine antecedent factors that yielded a model of purchase intention of dietary supplements in sexually oriented advertising. Results suggested that sexual cognition, gender difference, individual attitude toward advertisements, and product involvement were yielded as key predictors toward people's purchase intention of dietary supplements. However, sexually oriented advertising did not considerably increase their purchase intention. A regression analysis also loaded sexual cognition and product involvement as two key determinants in the model of purchase intention of dietary supplements. Moreover, people with a more positive level of sexual cognition significantly resulted in their higher degree of purchase intention of dietary supplements.     

Satisfaction with the Informational Value of Magazine and Television Advertising

Abstract

This survey examines consumer satisfaction with the informational value of magazine and television advertising. Three significant conclusions are indicated by the data: (1) consumers are more satisfied with the informational value of magazine advertising than television advertising; (2) blacks are more satisfied with the informational value of both types of advertising than whites; and (3) middle-income are more satisfied with the informational value of both types of advertising than are low - and high-income.     

Employment of Ecology Themes in Magazine Advertisements Directed to Children

Abstract

The study described here was undertaken to assess the degree to which magazine advertisements depicted environmentally sound behavior on the part of children. Analyses were conducted on which environmental issues were emphasized and the extent to which large and small firms and companies in different industries utilized such advertisements. A content analysis permitted comparisons of the advertisements in 1987, 1997 and 2002. Various conclusions were reached regarding the extent and nature of the advertisements employed during both years.     

Linking Product Evaluations and Purchase Intention for Country-of-Origin Effects

Abstract

This paper reports an experimental study concerned with the observed inconsistency between evaluative and behavioral data for country-of-origin (COO) effects. This issue is addressed by specifying conceptual relationships among three criterion variables-consumer evaluations of product quality, perceived product value, and purchase intention in the context of COO effects. The results showed that COO information had a direct effect on overall product evaluation and an indirect effect (through product evaluation) on perceived product value, which in turn determined purchase intention. In addition, purchase intention was also directly affected by brand name and price factors, but not by COO. Moreover, it was also revealed that COO and brand name had a similar impact on overall product evaluation. On the whole, this study suggests that it may be premature to claim less significant importance and role of COO information in influencing purchase intentions or behaviors. Rather, the exact nature of COO effects for behavioral consequences might be much more complex than what has been assumed in most previous studies. The present investigation represents an initial effort in providing empirical evidence of how COO information may impact evaluative and behavioral variables differently in the consumer decision process. Managerial implications of this study are discussed.     

Influences of background colors and calorie information disclosure on consumers’ psychological process

ABSTRACT

This research explores the influences of menu background colors and calorie disclosure on consumers’ psychological process: dynamics of emotional arousal, temptation, and self-control. Findings from an experimental study showed that a red (the warmest color) against a blue (the coolest color) or white background induces higher emotional arousal and temptation, which led consumers to purchase greater amounts of indulgent foods. In the presence of calorie information, however, elevated arousal and strengthened temptation driven by the background color effects were reversed: a red against a blue or white background elicited a higher level of self-control and lower levels of arousal and temptation, which led consumers to purchase fewer indulgent food items. Therefore, an investigation into the underlying process reveals that consumers can trade their elevated desires (arousal and temptation) and willpower (self-control).     

Women's Responses to Sex in Advertising

Abstract

Advertising researchers have neglected to analyze women's reactions to sexual appeals, and researchers are just beginning to recognize the utility of personality variables as predictors of responses to sex in advertising. This study addresses both areas by testing women's reactions to a sexual commercial, and examining the relationship between women's sexual schemas with their responses. Sexual schemas are people's cognitive views of themselves that predict approach/avoidance to sexual behavior and sexual information. Overall, women who have more positive sexual self-schemas (sex positive) were found to have more positive attitudes-toward-the-ad and brand interest for the sexual ad. Purchase intention, however, was not affected. The findings and their implications are discussed.     

The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model

Abstract

In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the combined effect of brand engagement and brand love upon overall brand equity and purchase intention. A two stage analysis was done on data collected from 548 respondents through a self administered questionnaire. In the first stage the measurement model was checked for reliability and validity, while in the second one, the strength of the relationships was ascertained in the structural model. The study enables an in-depth understanding of the antecedents of brand equity. It provides valuable theoretical insights on the determinants of brand equity formation. At the same time, it explores the effect of socio demographic variables like gender and usage. Brand love and overall brand equity mediate relationships. This study proposes a new branding model by simultaneously integrating variables that have been previously researched upon; brand love, brand experience, overall brand equity and purchase intention as one comprehensive model. This paper confirms that brand love and brand engagement are second order constructs and important brand mix elements. Brand engagement and brand love relationship is moderated by usage and gender.     

Consumer adoption of the Internet: The case of apparel shopping

The theory of reasoned action and components of a theory of innovation adoption were integrated into a model of consumer adoption of the Internet for apparel shopping. The hypothesized model included psychological factors (beliefs and attitude), social factors (social support and social acceptance), and prior experience to explain intention to purchase apparel via the Internet. A questionnaire was mailed to a random national sample of households. All hypothesized variables were significant. Prior experience with the Internet had the strongest influence on intention to purchase apparel through the Internet. © 2003 Wiley Periodicals, Inc.     

Bandwagon vs snob luxuries: Targeting consumers based on uniqueness dominance

Consumers' need for uniqueness (CNFU) has received much attention in identifying intention for luxury consumption. This study investigates how the interplay of CNFU dimensions (i.e. creative choice, unpopular choice and avoidance of similarity), social comparison and psychological entitlement drives consumers’ intention for bandwagon and snob luxury consumption. Useable responses collected from 427 high-income Indian luxury fashion consumers were analysed using SEM and Process-Macro. The creative choice dimension enhances the purchase intention of bandwagon luxury items indirectly via social comparison while psychological entitlement strengthens this indirect effect. The unpopular choice tendency has significant direct effect on snob luxury consumption. The avoidance of similarity dimension enhances purchase intention of snob luxury items directly while it also enhances bandwagon luxury consumption indirectly via social comparison. Psychological entitlement strengthens this indirect effect. This study contributes to the luxury consumption literature by proposing three distinctive types of consumption behaviours relating to snob and bandwagon luxury items based on these interplays.     

Offensive Advertising

Abstract

Prior literature regarding offensive advertising relates mainly to western cultures. No work has been done on this area in an Asian context. The research in this article reports on a survey of Singaporean consumers. The survey aimed to identify what types of products and appeals consumers find offensive in advertising, the reasons why they find the advertisements offensive, and how this offensive advertising may affect their purchase intentions. The results found that advertisements relating to chat-line services and sexual diseases were the most offensive, followed by advertisements for dating services. Levels of offensiveness were clearly related to demographic variables such as gender and age. In terms of reasons for offensiveness, consumers were most concerned by advertisements that had a sexual connotation or evoked unnecessary fear.Levels of offensiveness also affected purchase intentions. Based on the results, the article recommends that advertisers and their agencies should think more carefully about the demographic profile of their audiences, how this profile might impact their audiences ?sensitivity“ to potentially offensive advertising, and how this sensitivity should be used as a guide when making media and message decisions