A cross-cultural study of the persuasive effects of sexual and fear appealing messages: a comparison between France, Denmark, Thailand and Mexico

Virginie de Barnier (), Virginie Maille, Pierre Valette-Florence () and Karine Gallopel ()
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Virginie de Barnier: EDHEC - EDHEC Business School - UCL - Université catholique de Lille
Karine Gallopel: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: This exploratory study investigates the moderating influence of culture on the persuasiveness of fear appeal versus sexual appeal in advertising. An experiment was conducted on a sample of 392 subjects (160 from France, 60 from Denmark, 100 from Thailand and 72 from Mexico). A univariate analysis of variance was performed with two main effects (country and type of ad) and one interaction effect. The findings revealed that all effects are statistically significant and that both the type of ad and the country where the data have been collected do have an effect on the attitude toward the brand (Ab). Globally, sexual appealing ads generate higher Ab than fear appealing messages. The highest Ab scores have been found in Mexico and Thailand whereas the lowest Ab scores have been measured with French subjects. Finally, limitations of this study are underlined and issues for further research are discussed.

Keywords: sexual appealing messages; fear appealing messages; persuasive effects; cross-cultural study; France; Denmark; Thailand; Mexico (search for similar items in EconPapers)
Date: 2004-05-13
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Published in Advances in Consumer Research, May 2004, Séoul, South Korea. pp.140-150

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Working Paper: A cross-cultural study of the persuasive effects of sexual and fear appealing messages: a comparison between France, Denmark, Thailand and Mexico (2005)
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