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

Yinjiao Ye; Shuhua Zhou

doi:10.4324/9780203824115-5

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

Yinjiao Ye
, Shuhua Zhou

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 12 - Chapter in an edited book (Author) › peer-review

1 Citation (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 The Haworth Press, Inc. All rights reserved.

Original language	English
Title of host publication	Investigating the Use of Sex in Media Promotion and Advertising
Editors	Tom Reichert
Publisher	Haworth Press
Pages	55-73
ISBN (Electronic)	9780203824115
ISBN (Print)	9780789037282, 9780789037299
DOIs	https://doi.org/10.4324/9780203824115-5
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. Journal of Promotion Management, 13(1/2), 55-73. https://doi.org/10.1300/J057v13n01_05

Research Keywords

Advertising
Perception
Promotion
Sex appeal
Sexual self-schema
Television

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10.4324/9780203824115-5

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

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 The Haworth Press, Inc. All rights reserved.",

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doi = "10.4324/9780203824115-5",

language = "English",

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Is it the content or the person? Examining sexual content in promotional announcements and sexual self-schema. / Ye, Yinjiao; Zhou, Shuhua.
Investigating the Use of Sex in Media Promotion and Advertising. ed. / Tom Reichert. Haworth Press, 2007. p. 55-73.

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 12 - Chapter in an edited book (Author) › peer-review

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AU - Ye, Yinjiao

AU - Zhou, Shuhua

N1 - 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. Journal of Promotion Management, 13(1/2), 55-73. https://doi.org/10.1300/J057v13n01_05

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Y1 - 2007

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 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 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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M3 - RGC 12 - Chapter in an edited book (Author)

SN - 9780789037282

SN - 9780789037299

SP - 55

EP - 73

BT - Investigating the Use of Sex in Media Promotion and Advertising

A2 - Reichert, Tom

PB - Haworth Press

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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