A correlational study on self-congruity, suggestive advertisements and purchase intention

• Main Authors: Chiaoco, Melody Joyce Liao, Tan, Stephanie Kaye Ong, Tangtatco, Janine Eunice Angelica Uy
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Brand name products; Advertising campaigns > Evaluation; Consumers' preferences; Psychology
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11022
• Institution: De La Salle University

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.