Examining the influence of different levels of sexual-stimuli intensity by gender on advertising effectiveness

Abstract

Sexual appeals grab attention and elicit emotional responses, yet the existing literature surrounding this area of research has yielded inconsistent findings with regard to their ability to influence consumer liking and preference. Little attention has also been given to investigating sexual appeals beyond the scope of the effects of gratuitous sexual stimuli (nudity), and as such, most of what is known about sexual appeal advertising is centred on the effects of nudity alone. The current study examines sexual-stimuli intensity (explicit vs. mild) in print advertising and assesses its influence on advertising effectiveness and how this varies by gender for Australian consumers. An experiment is conducted as a test of the hypothesised relationships, with findings indicating that the level of sexual-stimuli intensity in print advertising is more effective in influencing consumers’ attitudinal and behavioural responses when depicted at a mild intensity level than at an explicit intensity level. These findings offer important insights for marketers in the design and configuration of sexual appeals used in advertising to maximise the effectiveness of ads to achieve favourable consumer behaviour outcomes.

Keywords:

• sexual appeals in advertising
• consumer behaviour
• attitudes
• experimental design
• PLS

Additional information

Notes on contributors

Jessica Wyllie

Jessica Wyllie is a doctoral candidate in marketing at the Faculty of Business and Law, the University of Newcastle, Australia. She holds a Bachelor of Business (Marketing) with Honours I. Her research interests include branding, advertising effectiveness, and transformative consumer research.

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Jamie Carlson

Jamie Carlson is a senior lecturer in marketing at the Faculty of Business and Law, the University of Newcastle, Australia. He holds a Bachelor of Business with Honours I, and a PhD in Marketing. His research interests include consumer behaviour, service performance, and branding. His publications have appeared in journals including the Journal of Consumer Marketing, Journal of Services Marketing, Journal of Travel and Tourism Marketing, Electronic Markets, Managing Service Quality, and numerous others.

Philip J. Rosenberger

Philip J. Rosenberger III is a lecturer in marketing at the Faculty of Business and Law, the University of Newcastle, Australia. He holds a PhD in Marketing and a Master of Business Administration from Erasmus University, Rotterdam. His research interests include product and retail innovation, branding, and sports marketing. His research publications have appeared in International Journal of New Product Development & Innovation Management, Journal of Travel and Tourism Marketing, Australasian Marketing Journal, Sport Marketing Quarterly, among others.

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