The Role of Female Sexual-Self Schema in Reactions to Non-Explicit Sexual Advertising Imagery | Zendy

James W. Mayer | Zendy; Plamen Peev | Zendy

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The Role of Female Sexual-Self Schema in Reactions to Non-Explicit Sexual Advertising Imagery

Author(s) -

James W. Mayer,

Plamen Peev

Publication year - 2015

Publication title -

ssrn electronic journal

Language(s) - English

Resource type - Journals

ISSN - 1556-5068

DOI - 10.2139/ssrn.2564640

Subject(s) - schema (genetic algorithms) , psychology , developmental psychology , advertising , social psychology , computer science , information retrieval , business

We explore females' reactions to a non-explicit, but still sexually-themed, advertisement. Specifically, we consider the role of female sexual self schema (SSS) in the identification of the level of sex present in such an advertisement, and then resultant effects on attitudes and purchase intent. We find that while SSS has no effect on the perceived level of sex present, it does influence resultant dependent variables, particularly for low-SSS females. Informed by our study and extant literature, we also offer areas for further SSS-based advertising research, particularly regarding issues of females' perceptions of advertisement and brand fit with sexual themes.

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