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Although many studies already report on materialism or sexual appeal in advertising, this study tried to examine the direct effect and combination effect between materialism and sexual appeal to young consumers in Indonesia and France. The experimental research results showed a significant direct effect and interactions effect between sexual appeal and materialism, as well as between sexual appeal and the countries in this study. It is quite surprising to find, that the effect of high sexual appeal is greater among high materialism young consumers in Indonesia, a more religious country, compared to young consumer in more liberal France. This study explains why this kind of anomaly could happen.

Sex Appeal Ad and Materialism: A Comparison of Young Consumer Attitude and Purchase Intention in France and Indonesia