Nah Ray Han, University of Georgia Hojoon Choi, University of Houston
This study examined how sexual editorial content influenced the evaluation of a sexually ambiguous advertisement and investigated the influence of a sex-related personal variable (Sexual Self-Schema; SSS) on ad processing and ad evaluation. The results indicate that the sexual (vs. non-sexual) editorial content (a) made the sexual attributes of the ad more accessible, leading participants to interpret the ambiguous ad more sexually, and (b) produced stronger interaction effects with various SSS levels to influence interpretation of the ad, attitude toward the ad and brand, ad involvement, and purchase intention. Implications and suggestions for theory and practice are discussed.
Sunday March 25, 2018 10:15am - 11:45am EDT
Financial 3
