Consumer Responses to Sexual Humor Advertisements

The use of sex and/or humor to sell products is a strategy utilized by advertisers the world over. Separately, researchers have explored each advertising appeal. However, little is known about how consumers respond to the combination in the same advertisement. We explore consumer responses to sexual humor in advertising.



Citation:

Rob Harrison, Ben Blackford, and Leslie Carlson (2019) ,"Consumer Responses to Sexual Humor Advertisements", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 617-618.

Authors

Rob Harrison, Western Michigan University, USA
Ben Blackford, Northwest Missouri State University, USA
Leslie Carlson, University of Nebraska-Lincoln, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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