Vanity and Advertising: a Study of the Impact of Appearance-Related, Sex, and Achievement Appeals

ABSTRACT - The purpose of this study was to determine if individual levels of vanity are related to consumer evaluations of advertising. Using three specific advertising appeals (i.e., appearance, sex, and achievement), attitudes toward the ad and thoughts elicited by the advertisement were measured and compared across high and low vanity groups. Findings indicate that consumers with high levels of vanity not only rate advertisements using achievement, sex, and appearance-related appeals more favorably than consumers with low levels of vanity, but the thoughts that these advertisements elicit are significantly more positive for consumers with high levels of vanity. This study extends the consumer behavior research on vanity, and the results of the study have implications for marketers designing promotional communication for specific target markets.



Citation:

John J. Watson, Ruth S. Rayner, Steven Lysonski, and Srinivas Durvasula (1999) ,"Vanity and Advertising: a Study of the Impact of Appearance-Related, Sex, and Achievement Appeals", in NA - Advances in Consumer Research Volume 26, eds. Eric J. Arnould and Linda M. Scott, Provo, UT : Association for Consumer Research, Pages: 445-450.

Authors

John J. Watson, University of Canterbury
Ruth S. Rayner, Coca-Cola Amatil (NZ) Ltd.
Steven Lysonski, Marquette Univesity
Srinivas Durvasula, Marquette University



Volume

NA - Advances in Consumer Research Volume 26 | 1999



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