Is the Use of Sexual and Fear Appeals Ethical? A Moral Evaluation by Generation Y College Students

Abstract

This study offers insights into the ethical beliefs of Generation Y, particularly as it guides members' evaluations of sex appeals and fear appeals in advertising. Results show that moral philosophy plays a significant role in evaluating sex appeals but not so for fear appeals. Furthermore, the gender of the respondent is a factor that can take precedence over moral evaluations when sex appeals are present. Implications for advertisers and opportunities for further research are explored.