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PurposeThe purpose is to add valuable research to the marketing community about the effects of personality type and sexual orientation. DesignThe study is based upon the survey responses of a random group of people within the population in the United States. Five advertisements were selected for inclusion in the study was collected from Coors Light advertisements using sexual appeals with a combination of genders. FindingsThe results show that there is no direct relation between specific personality types and positive response to sexual appeals, mixed results among religiosity, and our hypotheses for straight men were proven right, while there were mixed results in our hypotheses for straight women. Research Limitations/ImplicationsWe had several limitations in our research based on the demographics of respondents. Originality/ValueThis research provides valuable insight into people’s opinions on sex in advertising and whether it is an effective form of advertising.

The Effects of Personality, Religiosity, and Sexual Orientation in Response to Sexual Appeals in Advertising