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- Title
Sex Appeals that Appeal: Negative Sexual Self-Schema as a Moderator of the Priming Effects of Sexual Ads on Accessibility.
- Authors
Davies, John; He Zhu; Brantley, Brian
- Abstract
In an experiment (N=73), priming methodology was used to test the prediction that sexual content in advertising would influence the accessibility of sexual constructs in memory. Sexual self-schema was theorized to play a moderating role in this process. After viewing perfume ads that utilized either sex appeals or non-sexual appeals, female undergraduates completed a lexical decision task. Partial support was found for the accessibility hypothesis, but contrary to predictions, positive sexual self-schema did not play as important moderating role in the accessibility of sexual constructs as negative sexual self-schema. Possible explanations for these results are discussed and a new model for the moderating role of negative sexual self-schema is proposed.
- Subjects
SEX industry advertising; SEXUAL attraction; SEX in advertising; MASS media &; publicity; MARKETING; PERFUME advertising; SEX education; ADVERTISING effectiveness; MARKETING strategy
- Publication
Journal of Current Issues & Research in Advertising (CTC Press), 2007, Vol 29, Issue 2, p79
- ISSN
1064-1734
- Publication type
Article
- DOI
10.1080/10641734.2007.10505218