无障碍消费背景下消费者对性广告的反应

IF 5.4 2区 管理学 Q1 BUSINESS
Yongheng Liang, Xiaoyue Wu, Yi Su, Liyin Jin
{"title":"无障碍消费背景下消费者对性广告的反应","authors":"Yongheng Liang, Xiaoyue Wu, Yi Su, Liyin Jin","doi":"10.1080/00913367.2022.2078449","DOIUrl":null,"url":null,"abstract":"Abstract This research explores consumers’ responses to sexual appeals in advertisements in the context of access-based consumption. The results indicate that male consumers’ responses toward sexual appeals are more negative when the advertised products are access based (versus ownership based). For female consumers, sexual appeals lead to equally negative responses in the two consumption modes (Study 1). Male consumers react more negatively to sexual appeals (versus nonsexual appeals) when the advertised product is access based because of a heightened desire for possessiveness, which conflicts with the nonpossessive nature of access-based consumption (Study 2). Notably, the negative effect induced by sexual appeals in access-based consumption mode is supported regardless of whether the degree of match between advertised product and sexual appeals is high or low (Study 3). Moreover, sexually conservative consumers respond to sexual appeals more negatively when the advertised products are access based (versus ownership based) (Study 4). These findings have important implications for advertising activities in the context of access-based consumption and the sharing economy.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.4000,"publicationDate":"2022-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Consumer Response toward Sexual Advertisements in the Context of Access-Based Consumption\",\"authors\":\"Yongheng Liang, Xiaoyue Wu, Yi Su, Liyin Jin\",\"doi\":\"10.1080/00913367.2022.2078449\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract This research explores consumers’ responses to sexual appeals in advertisements in the context of access-based consumption. The results indicate that male consumers’ responses toward sexual appeals are more negative when the advertised products are access based (versus ownership based). For female consumers, sexual appeals lead to equally negative responses in the two consumption modes (Study 1). Male consumers react more negatively to sexual appeals (versus nonsexual appeals) when the advertised product is access based because of a heightened desire for possessiveness, which conflicts with the nonpossessive nature of access-based consumption (Study 2). Notably, the negative effect induced by sexual appeals in access-based consumption mode is supported regardless of whether the degree of match between advertised product and sexual appeals is high or low (Study 3). Moreover, sexually conservative consumers respond to sexual appeals more negatively when the advertised products are access based (versus ownership based) (Study 4). These findings have important implications for advertising activities in the context of access-based consumption and the sharing economy.\",\"PeriodicalId\":48337,\"journal\":{\"name\":\"Journal of Advertising\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":5.4000,\"publicationDate\":\"2022-06-14\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Advertising\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1080/00913367.2022.2078449\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/00913367.2022.2078449","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

摘要本研究探讨了在基于获取的消费背景下,消费者对广告中性诉求的反应。研究结果表明,当广告产品是基于获取(而不是基于所有权)时,男性消费者对性吸引力的反应更为负面。对于女性消费者来说,在两种消费模式中,性诉求会导致同样的负面反应(研究1)。当广告产品是基于获取的时,男性消费者对性诉求的反应更为负面(而非性诉求),因为占有欲增强,这与基于获取的消费的非获取性相冲突(研究2)。值得注意的是,无论广告产品和性吸引力之间的匹配程度是高还是低,在基于获取的消费模式中,性吸引力引发的负面影响都得到了支持(研究3)。此外,当广告产品以获取为基础(而不是以所有权为基础)时,性保守的消费者对性诉求的反应更为负面(研究4)。这些发现对基于获取的消费和共享经济背景下的广告活动具有重要意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumer Response toward Sexual Advertisements in the Context of Access-Based Consumption
Abstract This research explores consumers’ responses to sexual appeals in advertisements in the context of access-based consumption. The results indicate that male consumers’ responses toward sexual appeals are more negative when the advertised products are access based (versus ownership based). For female consumers, sexual appeals lead to equally negative responses in the two consumption modes (Study 1). Male consumers react more negatively to sexual appeals (versus nonsexual appeals) when the advertised product is access based because of a heightened desire for possessiveness, which conflicts with the nonpossessive nature of access-based consumption (Study 2). Notably, the negative effect induced by sexual appeals in access-based consumption mode is supported regardless of whether the degree of match between advertised product and sexual appeals is high or low (Study 3). Moreover, sexually conservative consumers respond to sexual appeals more negatively when the advertised products are access based (versus ownership based) (Study 4). These findings have important implications for advertising activities in the context of access-based consumption and the sharing economy.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
11.20
自引率
10.50%
发文量
55
期刊介绍: The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信