Abstract:We explore females' reactions to a non-explicit, but still sexually-themed, advertisement. Specifically, we consider the role of female sexual self schema (SSS) in the identification of the level of sex present in such an advertisement, and then resultant effects on attitudes and purchase intent. We find that while SSS has no effect on the perceived level of sex present, it does influence resultant dependent variables, particularly for low-SSS females. Informed by our study and extant literature, we also offer… Show more
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