The Role of Female Sexual-Self Schema in Reactions to Non-Explicit Sexual Advertising Imagery
| dc.contributor.author | Mayer, James Mark | |
| dc.contributor.author | Peev, Plamen | |
| dc.contributor.department | Kelley School of Business | en_US |
| dc.date.accessioned | 2017-04-05T16:08:57Z | |
| dc.date.available | 2017-04-05T16:08:57Z | |
| dc.date.issued | 2017 | |
| dc.description.abstract | We explore females’ reactions to a non-explicit, but still sexually themed, advertisement. Specifically, we consider the role of female sexual self-schema (SSS) in the identification of the level of sex present in such an advertisement, and then resultant effects on attitudes and purchase intent. We find that while SSS has no effect on the perceived level of sex present, it does influence resultant dependent variables, particularly for low-SSS females. Informed by our study and extant literature, we also offer areas for further SSS-based advertising research, particularly regarding issues of females’ perceptions of advertisement and brand fit with sexual themes. | en_US |
| dc.eprint.version | Author's manuscript | en_US |
| dc.identifier.citation | Mayer, J. M., & Peev, P. (2017). The Role of Female Sexual Self-Schema in Reactions to Non-explicit Sexual Advertising Imagery. In Creating Marketing Magic and Innovative Future Marketing Trends (pp. 1201-1211). Springer, Cham. http://dx.doi.org/10.1007/978-3-319-45596-9_220 | en_US |
| dc.identifier.uri | https://hdl.handle.net/1805/12178 | |
| dc.language.iso | en | en_US |
| dc.publisher | Springer | en_US |
| dc.relation.isversionof | 10.1007/978-3-319-45596-9_220 | en_US |
| dc.relation.journal | Creating Marketing Magic and Innovative Future Marketing Trends | en_US |
| dc.rights | Publisher Policy | en_US |
| dc.source | Author | en_US |
| dc.subject | sexual advertising | en_US |
| dc.subject | self-schema | en_US |
| dc.subject | advertising imagery | en_US |
| dc.title | The Role of Female Sexual-Self Schema in Reactions to Non-Explicit Sexual Advertising Imagery | en_US |
| dc.type | Conference proceedings | en_US |