Do sexy mouthwash ads leave a bad aftertaste? The interaction of sexual self-schema and brand positioning fit on female-targeted sexual advertising efficacy

James Mark Mayer () and Plamen Peev ()
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James Mark Mayer: Indiana University (IUPUI)
Plamen Peev: Towson University

Marketing Letters, 2017, vol. 28, issue 2, No 12, 333 pages

Abstract: Abstract We explore females’ reactions to a sexually themed advertising with regard to a key personality variable, sexual self-schema (SSS). In extant research, SSS has largely had a positive impact on females’ reactions to sexual advertisements. We further explore this dynamic by considering the role of female sexual self-schema (SSS) on attitudes and purchase intent for products with brand positions that differ with regard to fit with sexual themes. Informed by our study and extant literature, we also offer areas for further SSS-based advertising research, particularly in another unexplored area: the role of SSS in identification and resultant attitude formation in sexual, but less explicit, advertising.

Keywords: Sex in advertising; Sexual self-schema (SSS); Brand positioning; Perceived fit (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11002-017-9417-6

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