| Abstract: | Abstract This study tested the efficacy of sexual content on consumer responses to a magazine offer. The 2 ¥ 2 between-subjects design consisted of female and male respondents viewing a subscription card containing a sexual image of either a female or male model. As expected, respondents reported more favorable attitudes about the magazine, more interest in the magazine, and more purchase intention to the promotion card featuring an opposite-sex model. The results support the general notion that “sex sells,” and, more specifically, that sexual content can sell consumer magazine subscriptions. |
