Consumer Response toward Sexual Advertisements in the Context of Access-Based Consumption

The impact of visual perspectives in advertisements on access‐based products

“…Given the benefits of access‐based products, it is crucial for marketing researchers to understand the factors that influence consumers’ motivation to purchase access‐based products. Based on prior research on access‐based products (Caputo et al, 2021; Liang et al, 2022; Tunn et al, 2019), visual perspective (e.g., Stornelli et al, 2020; Zhang & Yang, 2015) and mental simulation and psychological ownership (e.g., McIsaac & Eich, 2002; Peck & Shu, 2009), the current research investigates how visual perspective impacts consumers’ intention to engage in access‐based consumption. Specifically, we propose that third‐person (first‐person) perspective advertisements may inhibit (promote) mental simulation and mitigate (strengthen) consumers’ perceived psychological ownership, consequently increasing (decreasing) their preference for access‐based products.…”

“…Our research makes several contributions to the literature and has implications for marketing practice. Prior marketing research on access‐based products has mainly focused on examining ways to increase purchase intention for access‐based products by stimulating consumers’ motivation for a particular identity (global vs. local), acquisition modes (rental vs. purchase), product types (digital vs. physical), a past purchase types (purchase, rental, trial), consumer usage, interchangeability between the roles of consumer and producer, duration of the choice consumption, and consumption mode (Bagga et al, 2019; Lamberton & Rose, 2012; Liang et al, 2022; Nie et al, 2022). We contribute to this stream of research by exploring the impact of visual advertising (e.g., visual perspectives) on consumers’ acceptance of access‐based products.…”