The Influence of Involvement and Nfc on Consumer Response Toward Sexual and Nonsexual Appeals

This research sets out to examine whether sexual and nonsexual ads elicit different responses based on involvement and need for cognition (NFC). Two independent studies were undertaken to test the hypotheses. The results suggest that sexual appeals lead to higher recall, better recognition, deeper processing, and superior attitudes and purchase intent under low involvement or low NFC conditions. However, consumers who score high on involvement or NFC process both sexual and nonsexual ads more deeply and such consumers exhibit superior attitudes and purchase intent for nonsexual appeals.

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Citation:

Sanjay Putrevu (2007) ,"The Influence of Involvement and Nfc on Consumer Response Toward Sexual and Nonsexual Appeals", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 498-499.

Authors

Sanjay Putrevu, University at Albany, SUNY, USA



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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