Consumer Perception of Sex Appeal Advertising: A High Context Cultural Perspective

The IUP Journal of Marketing Management, Vol. XIV, No. 4, November 2015, pp. 34-55

Posted: 7 Jan 2016

See all articles by Peter Anabila

Peter Anabila

Central University College

Clement Tagoe

Central University College

Sylvester Asare

Ministry of Justice and Attorney General

Date Written: January 7, 2016

Abstract

Consumers today are bombarded by commercial messages from a broad range of sources. As advertisers seek out ways to break through the clutter and draw attention to their messages, the use of sex-oriented appeals has emerged as a major communication technique. The main objective of the study is to assess the role of sex appeals in advertising and its effect on target audience response. The study employed a quantitative method based on a survey design using a structured questionnaire which covered 300 respondents using convenience sampling technique. Data obtained for this study was analyzed using descriptive statistical methods. The descriptive analysis involved the use of percentages, tabulation and graphical presentation. The study finds that sex appeal advertising is widespread in Ghana, consumers are generally tolerant of sex appeal ads, and that sex appeal has a positive influence on consumer purchase intentions. Additionally, males are relatively more positively influenced by sex appeal ads as compared to their female counterparts. The study recommends that sex appeal adverts must strive to provide a sound fit between the advert and the product while using a reasonable degree of sex content.

Suggested Citation

Anabila, Peter and Tagoe, Clement and Asare, Sylvester, Consumer Perception of Sex Appeal Advertising: A High Context Cultural Perspective (January 7, 2016). The IUP Journal of Marketing Management, Vol. XIV, No. 4, November 2015, pp. 34-55. Available at SSRN: https://ssrn.com/abstract=2712187

Peter Anabila (Contact Author)

Central University College ( email )

Accra
Accra
Ghana

Clement Tagoe

Central University College ( email )

Accra
Accra
Ghana

Sylvester Asare

Ministry of Justice and Attorney General ( email )

P O Box 60
Accra
Ghana

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