Impact of a Priori Attitudes on the Effectiveness of Advertisements Employing Sexual Reference: Some Experimental Findings
Abstract
Portraying sex in advertisements is a widely used technique by many marketers in their promotional programmes. Some previous research has explored the relationship between attitudes toward advertising and effectiveness of sexy advertisements. However, there are gaps in this research and the authors describe an investigation which attempts to fill these gaps.
Keywords
Citation
Hensel, P.J. and Dubinsky, A.J. (1984), "Impact of a Priori Attitudes on the Effectiveness of Advertisements Employing Sexual Reference: Some Experimental Findings", Equal Opportunities International, Vol. 3 No. 1, pp. 27-35. https://doi.org/10.1108/eb010395
Publisher
:MCB UP Ltd
Copyright © 1984, MCB UP Limited