The persuasiveness of sex
For Soley and Kurzbard many factors are to be studied in order to understand the trend. Recent research confirms the existence of an "opposite gender effect of decorative models". The same procedure was followed for the attitude toward the brand Ab scale. Consistent with the work of Sharkey and Singelis that showed that Asian-Americans tend to have a higher embarrassability level than European-Americans we expected Asian subjects tend to have a lower attitude toward the brand Ab than European subjects when viewing sexual appealing ads hypothesis H2. An experiment was conducted on a sample of subjects from France, 60 from Denmark, from Thailand and 72 from Mexico. The effects of sex appeal on advertising effectiveness Research on the effects of sex appeal in advertising has first focused on its effects on information processing. In contrast, when perceived efficacy and self-efficacy are inferior to perceived threat, receivers feel unable to avoid the threat and try to reduce dissonance through a "fear process control". Hypothesis 5 suggested that the type of ad, with fear appeal versus sexual appeal has an effect on attitude toward the brand Ab. The second part describes the methodology and data collection procedures.
In order to improve the external validity of our experiment, we chose to test two different ads for each appeal. Witte explains that two conditions are necessary for the receiver to feel fear. Peterson and Kerin also highlighted some negative effects of sex appeal on advertising effectiveness. For Hoyer and MacInnis its use has become more and more popular even for products that are not congruent with nudity. The type of ad, with fear appeal versus sexual appeal has an effect on attitude toward the brand Ab. This factor analysis confirmed the three factors of the SEP: As a consequence, in order to clarify the effect of nudity on advertising perception, we suggest studying the influence of nudity on attitude toward the brand Ab , according to the country where data were collected. The use of attractive models does attract attention. The highest Ab scores have been found in Mexico and Thailand whereas the lowest Ab scores have been measured with French subjects. He states that two reactions can occur when viewing a fear appealing message: Another variable that has been neglected in fear literature is gender. The effect on attitude toward the brand Ab will be the lowest for Asian subjects. Decorative models are defined as "functionless model whose primary activity is to adorn the product as a sexual or attractive stimulus" Chestnut, LaChance and Lubitz, Therefore, consistent with the literature, we expect that: France, Denmark, Thailand and Mexico. To improve the persuasion process, research has been suggested to bring about two processes in the receiver: Sharkey and Singelis showed that there is a cultural impact on embarrassability: Each advertisement was shown to a total of 98 subjects, according to Table 1. Embarrassability is the tendency someone has to feel embarrassed Modigliani, Advertising appealing to nudity has a different impact on receivers according to their culture. The same procedure was followed for the attitude toward the brand Ab scale. The use of sexual appeals for products which are not sexually related is not effective. Five items measured the "pleasure" dimension of emotions loving, affectionate, friendly, grateful, thankful , five other items assessed the "control" dimension sad, distressed, sorrowful, fearful, afraid , and three items measured the "domination" dimension attentive, curious, interested. The first part is a literature review about the use of sex appeal and fear appeal in advertising and their effects on advertising effectiveness. If the cognitive route is superior to the affective one, researchers assume acceptance of the recommendation, whereas a superior affective route will result in poor persuasion.
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