IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00078395.html
   My bibliography  Save this paper

A cross-cultural study of the persuasive effects of sexual and fear appealing messages : a comparison between France, Denmark, Thailand and Mexico

Author

Listed:
  • Virginie de Barnier

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

  • Virginie Maille

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Pierre Valette-Florence
  • Karine Gallopel

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

This exploratory study investigates the moderating influence of culture on the persuasiveness of fear appeal versus sexual appeal in advertising. An experiment was conducted on a sample of 392 subjects (160 from France, 60 from Denmark, 100 from Thailand and 72 from Mexico). A univariate analysis of variance was performed with two main effects (country and type of ad) and one interaction effect. The findings revealed that all effects are statistically significant and that both the type of ad and the country where the data have been collected do have an effect on the attitude toward the brand (Ab). Globally, sexual appealing ads generate higher Ab than fear appealing messages. The highest Ab scores have been found in Mexico and Thailand whereas the lowest Ab scores have been measured with French subjects. Finally, limitations of this study are underlined and issues for further research are discussed.

Suggested Citation

  • Virginie de Barnier & Virginie Maille & Pierre Valette-Florence & Karine Gallopel, 2004. "A cross-cultural study of the persuasive effects of sexual and fear appealing messages : a comparison between France, Denmark, Thailand and Mexico," Post-Print halshs-00078395, HAL.
  • Handle: RePEc:hal:journl:halshs-00078395
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Other versions of this item:

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00078395. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.