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Impact of a Priori Attitudes on the Effectiveness of Advertisements Employing Sexual Reference: Some Experimental Findings

Paul J. Hensel (University of Houston) is an Assistant Professor of Marketing in the College of Business and Economics at the University of Kentucky.)
Alan J. Dubinsky (University of Minnesota) is an Associate Professor of Marketing in the College of Business and Economics at the University of Kentucky.)

Equal Opportunities International

ISSN: 0261-0159

Article publication date: 1 January 1984

422

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

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MCB UP Ltd

Copyright © 1984, MCB UP Limited

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