Is the Use of Sexual and Fear Appeals Ethical? A Moral Evaluation by Generation Y College Students

Maciejewski, Jeffrey J.

doi:10.1080/10641734.2004.10505167

Cited by 36 publications

(22 citation statements)

References 16 publications

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“…One explanation for this is that young adults tend to respond more positively to messages employing sexual appeals than older adults (Loroz, 2006). And although this may be true, there also is evidence that young adult members of Gen Y may be less tolerant of the use of sexual appeals in advertising than they are of other types of appeals such as fear (Maciejewski, 2004). Further, comparisons of male and female responses to the use of sexual appeals in advertising suggest that women often respond more negatively to such appeals (Andersson, Hedelin, Nilsson, & Welander, 2004;LaTour & Henthorne, 1994;Maciejewski, 2004).…”

Section: Message Appeals In Crmmentioning

confidence: 85%

The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing

Hyllegard

Yan

Ogle

et al. 2010

Journal of Marketing Management

102

103

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This study examined the influence of gender, type of social cause, amount of charitable support, and message appeal on Gen Y consumers' attitudes and purchase intentions towards an apparel brand within the context of cause-related marketing. A questionnaire, with an experimental design component, was administered to a sample of 562 Gen Y college students. Results suggest that Gen Y consumers are more likely to form positive attitudes towards an apparel brand when the amount of the charitable support is clearly communicated. Gender did not influence attitude towards brand, but did predict purchase intentions. Attitude towards brand, subjective norm, evaluation of the advertisement, and involvement in social causes were strong predictors of purchase intentions. When developing CRM initiatives, marketers should consider Gen Y's involvement in a social cause (e.g. volunteerism) rather than their stated interest in the given cause, and they would be well advised to state precisely (in advertisements) the amount of monetary contribution made to charitable causes.

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Section: Message Appeals In Crmmentioning

confidence: 85%

The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing

Hyllegard

Yan

Ogle

et al. 2010

Journal of Marketing Management

102

103

View full text Add to dashboard Cite

show abstract

“…Youth has been observed as trendsetters, early adopters, literate, more positive, idealistic, and multicultural, and usually care for practical ads that sell a life style instead of just a product (Macieijewski, 2004). Reality also echoes the same as youngster are seem to be an adult of mixed properties like dynamism, vulnerability, idealism, and fun-seeking.…”

Section: Discussionmentioning

confidence: 98%

Viewers’ Perception of TV Ads: The Role of Sex Appeal

Thiyagarajan¹,

Shanthi²,

Naresh³

2012

JPR

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Sex appeal is on its way to pop up Indian advertising industry and its impact on the target audience's perception has gained less academic attention. The question which seems to be less addressed in literature is that sex appeal will be an effective and a worthy tool of promotion in a market place, like India where stringent regulatory measures are in place and controversies and bans over such appeal in ads (advertisements) are quite common. The present study investigated the youth's general perception towards the use of sexual appeal in advertising and its influence on effectiveness of ads. General linear model was applied to study the effect of perception on effectiveness of different sexual appeals. The results suggest that there is an influence of perception on ads effectiveness at the multivariate level.

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“…Defensive reactions provide an explanation for the negligible success of some social marketing campaigns that use fear appeals, for instance, to target adolescents (Lee and Ferguson 2002). Fear appeals are not always perceived as critical and do not necessarily lead to defensive reactions, though (e.g., Strong and Dubas 1993;Maciejewski 2004). The conditions under which defensive reactions occur provide an explanation for the effectiveness of fear and humorous appeals in social marketing campaigns.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 96%

Effects of Fear-Arousing and Humorous Appeals in Social Marketing Advertising: The Moderating Role of Prior Attitude Toward the Advertised Behavior

Jäger

Eisend

2013

Journal of Current Issues & Research in Advertising

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Is the Use of Sexual and Fear Appeals Ethical? A Moral Evaluation by Generation Y College Students

Cited by 36 publications

References 16 publications

The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing

The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing

Viewers’ Perception of TV Ads: The Role of Sex Appeal

Effects of Fear-Arousing and Humorous Appeals in Social Marketing Advertising: The Moderating Role of Prior Attitude Toward the Advertised Behavior

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