Does the intensity of sexual stimuli and feminism influence the attitudes of consumers toward sexual appeals and ethical judgment? An ecuadorian perspective

Abstract:

According to several pieces of research, brands use sexual appeals as stimuli to boost their personality and/or increase their sales (Belch et al., 1987, LaTour, 1990, MacInnis et al., 1991, Percy & Rossiter, 1992, Reichert et al., 2007; Spark & Lang, 2015).[...] the collected information served for the analysis of the presented hypothesis about whether feminist thinking affects the way of perceiving an advertisement with sexual content and in the same way analyze the perception of Ecuadorians through their ethical judgment. 4. DISCUSSION The results show that the average feminist attitude (M= 3.52, SD= 0.82) is from fair to good and there is a significant difference between men (M= 3.38, SD= 0.87) and women (M= 3.64, SD= 0.77), t (247)=-2.52, p=. 01.[...] the positive or negative attitudes of pro-feminist groups will depend on the type of sexual content of the advertisements.[...] it is suggested that, for future research …

Año de publicación:

2019

Keywords:

Fuente:

google