publication . Bachelor thesis . 2016

Selling Sexy: A quanitative study on consumer attitude and purchase intention in response to sexual images in ads by luxury and non-luxury brands

Meinhardt, Sara; Wallin, Annali;
Open Access English
  • Published: 01 Jan 2016
  • Publisher: Umeå universitet, Företagsekonomi
  • Country: Sweden
The main purpose of the study is to analyze the possible difference in attitude toward sex in advertisements when used by familiar luxury or non-luxury brands. In addition to this, the aim is to further analyze whether genders form a different attitude and purchase intention towards sexually loaded ads and the impact of varying degrees of sexual imagery shown in the ad on the factors like purchase intention. Previous research was found regarding consumer attitude toward the ad and purchase intention in relation to sex in advertisements. However no previous research examined whether consumers form a different attitude and purchase intention depending on the brand...
free text keywords: consumer attitude, purchase intention, advertising
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