The effect of exposure to sexual appeals in advertisements on memory,attitude, and purchase intention: a meta-analytic review |
| |
| Authors: | John G. Wirtz Johnny V. Sparks Thais M. Zimbres |
| |
| Affiliation: | 1. Charles H. Sandage Department of Advertising, University of Illinois at Urbana-Champaign, Urbana, IL, USA;2. Department of Journalism, Ball State University, Muncie, IN, USA;3. Department of Communication, University of California, Davis, CA, USA |
| |
| Abstract: | Researchers have often attempted to answer the question, ‘Does sex sell?’ In this article, we present a meta-analysis of studies that used an experiment to test the effect of sexual appeals in ads on memory, attitude, and purchase intention. Our analysis revealed a significant positive effect for sexual appeals on ad recognition and recall (weighted Cohen's d = .38, p < .001), but the effect on brand recognition and recall was not significant (d = .09, p = .30). We also found that the effect of sexual appeals on attitude towards the ad was not significant (d = ?0.07, p = .26); however, additional analysis showed that males (d = .27, p < .01) evaluate ads with sexual appeals significantly more positively than females (d = ?.38, p < .001). Finally, we found a small significant negative effect on brand attitude (d = ?.22, p < .05), but no effect on purchase intention (d = .01, p = .94). |
| |
| Keywords: | Sex in advertising meta-analysis sexual appeal ad recognition and recall brand recognition and recall attitude toward ad attitude toward brand purchase intention |
|
|
