A correlational study on self-congruity, suggestive advertisements and purchase intention
In the field of advertising, sex is usually used as a technique to sell products. This paper aims to further discuss how the sexual self-concept influences the purchase intentions of consumers through the type of advertisement used. Three motives of the sexual self-concept will be focused on-sexual...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Animo Repository
2013
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/etd_bachelors/11022 |
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| Institution: | De La Salle University |
| Language: | English |
| Summary: | In the field of advertising, sex is usually used as a technique to sell products. This paper aims to further discuss how the sexual self-concept influences the purchase intentions of consumers through the type of advertisement used. Three motives of the sexual self-concept will be focused on-sexual self-efficacy, sexual self-esteem and the sexual self-motivation of the consumers. 220 students from De La Salle University were asked to complete a survey composed of the Multidimensional Sexual Self-Concept Questionnaire and a scale that measures their purchase intention. Factorial Repeated Measures was used in order to generate the correlation between the sexual self-concept and the purchase intention of the consumers. Male participants who scored high on the sexual self-concept preferred suggestive types of advertisements that are non-suggestive which can be explained by self-referencing and the Sexual Objectification Theory. |
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