Differential Effects of Chinese Women's Sexual Self-Schema on Responses to Sex Appeal in Advertising
Publication in refereed journal

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其它資訊
摘要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. © 2013 Copyright Taylor and Francis Group, LLC.
著者Cheung M.-C., Chan A.S., Han Y.M., Sze S.L., Fan N.H.
期刊名稱Journal of Promotion Management
出版年份2013
月份6
日期1
卷號19
期次3
出版社Best Business Books
出版地United States
頁次373 - 391
國際標準期刊號1049-6491
語言英式英語
關鍵詞advertising, consumer behavior, sex appeal, survey research

上次更新時間 2020-25-11 於 00:55