Provocative Sexually Appealing Advertisements: the Influence of Embarrassment on Attitude Towards the Ad.

Sex in advertising is a known research area which is still of interest given the extended and recent use of provocative sexual appeals in ads. We test the usage of this type of appeal on attitude towards the ad and attitude towards the brand and propose that the concept of embarrassment explains Aad and Ab. We show that embarrassment is composed of two dimensions (private and public) and that both dimensions play very different roles in attitude formation.



Citation:

Virginie De Barnier and Pierre Valette-Florence (2006) ,"Provocative Sexually Appealing Advertisements: the Influence of Embarrassment on Attitude Towards the Ad.", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 215-222.

Authors

Virginie De Barnier, France
Pierre Valette-Florence, University Pierre Mendes-France



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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