Differential Effects of Chinese Women's Sexual Self-Schema on Responses to Sex Appeal in Advertising |
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Authors: | Mei-Chun Cheung Agnes S Chan Yvonne M Han Sophia L Sze Nicole H Fan |
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Institution: | 1. The Hong Kong Polytechnic University , Hung Hom , Kowloon , Hong Kong;2. The Chinese University of Hong Kong , Shatin , New Territories , Hong Kong;3. The Hong Kong Institute of Education , Tai Po , New Territories , Hong Kong |
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Abstract: | Despite the increased use of sex appeal in advertising, little is known about the influence of individual personality differences on responses to sexual information. This study examines the effects of the “sexual self-schema” personality trait on Chinese women's responses to advertisements using sex appeal. Regardless of the type of sexual information used, attitudes toward these advertisements mediate the effect of sexual self-schema on the purchase intentions of women with lower sexual self-schema while this mediating effect was not observed in women with higher sexual self-schema. The theoretical and practical implications of sex appeal in advertising for Chinese women are discussed. |
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Keywords: | advertising consumer behavior survey research sex appeal |
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