Title page for etd-0310111-001145


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URN etd-0310111-001145
Author Chien-Hun Tseng
Author's Email Address No Public.
Statistics This thesis had been viewed 5572 times. Download 2652 times.
Department Business Management
Year 2010
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Does Sex Kill or Heal ?
Influences of Types of Sexual Appeals,
Product Type and Sensation Seeking in Advertising
Date of Defense 2010-07-12
Page Count 119
Keyword
  • sensation seeking
  • implicit sexual appeal
  • explicit sexual appeal
  • sexual appeal
  • Abstract Although recent studies have begun to examine potential factors that might
    affect sexual appeals effectiveness, many questions remain unexplored. Based on
    previous studies relevant to sexual appeals, this study firstly distinguishes and
    explores two types of sexual appeals: implicit and explicit. Furthermore, this study
    compares the effects of two types of sexual appeals when product types are
    considered. In addition, sensation seeking is also incorporated into this research to
    examine how it may sway the effectiveness of the sexual appeals.
    The present study uses experimental design to investigate the advertising effects
    of different types of sexual appeals (non-sexual appeal vs. explicit appeal vs. implicit
    appeal) and product type (sex-related vs.non sex-related). A 3X3 factorial design is
    conducted. The ad effects are measured by purchase intention and attitude toward the
    brand to observe the response under different scenarios.
    The results indicate that when a sex-related product is promoted, sexual appeals
    are more effective than non-sexual appeals. There is an interaction effect between
    sexual appeal and product type. To be specific, the explicit sexual appeal is more
    effective than the implicit sexual appeal when a sex-related product is promoted.
    However, such superior effects disappear as it turns to non sex-related product
    promotion. Additionally, for individuals with higher sensation seeking, the explicit
    sexual appeal is more effective than the implicit sexual appeal when the product is
    related to sex. On the opposite, for those with median degree of sensation seeking, the
    implicit appeal is more effective than the explicit appeal to promote the product which
    is not sex-related. Finally, for those with low degree of sensation seeking, there is no
    difference in advertising effectiveness between explicit and implicit appeal.
    According to these findings, this study suggests that marketers should consider not
    only the product they promote but also the sensation seeking of the target consumers
    before choosing an appropriate sexual appeal to maximize the advertising effects.
    Advisory Committee
  • Yung-Ming Shiu - chair
  • Yu-Chi Wu - co-chair
  • Chun-Tuan Chang - advisor
  • Files
  • etd-0310111-001145.pdf
  • indicate in-campus access immediately and off_campus access in a year
    Date of Submission 2011-03-10

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