{"title":"女性性自我图式在非显性性广告意象反应中的作用","authors":"J. Mayer, P. Peev","doi":"10.2139/ssrn.2564640","DOIUrl":null,"url":null,"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.","PeriodicalId":412480,"journal":{"name":"Indiana University Kelley School of Business Research Paper Series","volume":"14 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2015-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"The Role of Female Sexual-Self Schema in Reactions to Non-Explicit Sexual Advertising Imagery\",\"authors\":\"J. Mayer, P. Peev\",\"doi\":\"10.2139/ssrn.2564640\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":412480,\"journal\":{\"name\":\"Indiana University Kelley School of Business Research Paper Series\",\"volume\":\"14 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2015-02-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Indiana University Kelley School of Business Research Paper Series\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2139/ssrn.2564640\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Indiana University Kelley School of Business Research Paper Series","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2139/ssrn.2564640","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The Role of Female Sexual-Self Schema in Reactions to Non-Explicit Sexual Advertising Imagery
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.
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