Is it the content or the person? Examining sexual content in promotional announcements and sexual self-schema

Yinjiao Ye; Shuhua Zhou

doi:10.1300/J057v13n01_05

Is it the content or the person? Examining sexual content in promotional announcements and sexual self-schema

Yinjiao Ye, Shuhua Zhou

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

3 Citations (Scopus)

Abstract

Sexual content is a prominent feature in television promotional announcements, but its effect has received little scholarly attention. This study tested the efficacy of both sexual content and a personality variable (sexual self-schema) on consumers' attitudes toward the promo, the advertised program, viewing intention, and self-reported arousal. Results showed that sex appeal had main effects on all dependent variables, and moderate sex appeal generally induced the most favorable responses. In contrast, sexual self-schema did not significantly affect participants' responses. Practical and theoretical implications are discussed. © 2007 by The Haworth Press, Inc. All rights reserved.

Original language	English
Pages (from-to)	55-73
Journal	Journal of Promotion Management
Volume	13
Issue number	1/2
DOIs	https://doi.org/10.1300/J057v13n01_05
Publication status	Published - 2007
Externally published	Yes

Bibliographical note

This has also been published in: Ye, Y., & Zhou, S. (2007). Is it the content or the person? Examining sexual content in promotional announcements and sexual self-schema. In T. Reichert (Ed.), Investigating the Use of Sex in Media Promotion and Advertising (pp. 55-73). Haworth Press. https://doi.org/10.4324/9780203824115-5

Research Keywords

Advertising
Perception
Promotion
Sex appeal
Sexual self-schema
Television

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abstract = "Sexual content is a prominent feature in television promotional announcements, but its effect has received little scholarly attention. This study tested the efficacy of both sexual content and a personality variable (sexual self-schema) on consumers' attitudes toward the promo, the advertised program, viewing intention, and self-reported arousal. Results showed that sex appeal had main effects on all dependent variables, and moderate sex appeal generally induced the most favorable responses. In contrast, sexual self-schema did not significantly affect participants' responses. Practical and theoretical implications are discussed. {\textcopyright} 2007 by The Haworth Press, Inc. All rights reserved.",

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doi = "10.1300/J057v13n01_05",

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AU - Ye, Yinjiao

AU - Zhou, Shuhua

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N2 - Sexual content is a prominent feature in television promotional announcements, but its effect has received little scholarly attention. This study tested the efficacy of both sexual content and a personality variable (sexual self-schema) on consumers' attitudes toward the promo, the advertised program, viewing intention, and self-reported arousal. Results showed that sex appeal had main effects on all dependent variables, and moderate sex appeal generally induced the most favorable responses. In contrast, sexual self-schema did not significantly affect participants' responses. Practical and theoretical implications are discussed. © 2007 by The Haworth Press, Inc. All rights reserved.

AB - Sexual content is a prominent feature in television promotional announcements, but its effect has received little scholarly attention. This study tested the efficacy of both sexual content and a personality variable (sexual self-schema) on consumers' attitudes toward the promo, the advertised program, viewing intention, and self-reported arousal. Results showed that sex appeal had main effects on all dependent variables, and moderate sex appeal generally induced the most favorable responses. In contrast, sexual self-schema did not significantly affect participants' responses. Practical and theoretical implications are discussed. © 2007 by The Haworth Press, Inc. All rights reserved.

KW - Advertising

KW - Perception

KW - Promotion

KW - Sex appeal

KW - Sexual self-schema

KW - Television

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DO - 10.1300/J057v13n01_05

M3 - RGC 21 - Publication in refereed journal

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EP - 73

JO - Journal of Promotion Management

JF - Journal of Promotion Management

IS - 1/2

ER -

Is it the content or the person? Examining sexual content in promotional announcements and sexual self-schema

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Research Keywords

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Is it the content or the person? Examining sexual content in promotional announcements and sexual self-schema

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