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Consumer Responses to Explicit Sexual Stimuli in Advertising: Artistic vs Provocative Style

Author

Listed:
  • Marcello Tedeschi
  • Beatrice Luceri
  • Sabrina Latusi
  • Donata Tania Vergura
  • Cristina Zerbini

Abstract

This study extends prior research on sexual appeal advertising by developing a model of consumer responses to explicit sexual stimuli conveyed through different expressive styles (artistic versus provocative). A between-subjects experimental design (N=369) was conducted. The theoretical model includes ad-, brand- and behaviour-related variables. Structural equation modelling was used to estimate the hypothesized relationships. Findings reveal that the use of an artistic format stimulates a better response than the use of images in merely provocative poses. From a female consumer perspective, all paths were positive and significant when exposed to the artistic nudity stimuli, with the only exception of the positive emotions-purchase intention relationship. Results suggest a moderating role of the mode of representing sexual images on attitude-intention relationships. From a male consumer perspective, the response was similar, but any effect was present between attitude towards the advertisement and purchase intention. Support was found for a moderating influence of expressive styles on positive emotion-attitude towards the brand relationship. The paper sheds new lights on the way explicit sexual stimuli can be represented, offering a contribution to improving the communication effectiveness of products and brands that exploit sexual stimuli.

Suggested Citation

  • Marcello Tedeschi & Beatrice Luceri & Sabrina Latusi & Donata Tania Vergura & Cristina Zerbini, 2018. "Consumer Responses to Explicit Sexual Stimuli in Advertising: Artistic vs Provocative Style," International Business Research, Canadian Center of Science and Education, vol. 11(1), pages 102-114, January.
    • Handle: RePEc:ibn:ibrjnl:v:11:y:2018:i:1:p:102-114
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    References listed on IDEAS

    as
    1. Howard, Vicki, 2000. "“At the Curve Exchange†: Postwar Beauty Culture and Working Women at Maidenform," Enterprise & Society, Cambridge University Press, vol. 1(3), pages 591-618, June.
    2. Gardner, Meryl Paula, 1983. "Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(3), pages 310-318, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    expressive styles; gender; print advertising; sexual stimuli; structural equation modelling;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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