| Descript |
131 p |
| Note |
Source: Dissertation Abstracts International, Volume: 70-11, Section: A, page: 4101 |
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Advisers: Jamie DeCoster; David Roskos-Ewoldsen |
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Thesis (Ph.D.)--The University of Alabama, 2009 |
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In this dissertation, a meta-analysis was conducted that analyzed 60 different studies examining the effectiveness of sexual appeals in advertising. These studies were found using both ancestor and descendant searches through online and manual searches, and through contacting the first authors of included studies. The comparative effectiveness of sexual appeals and non-sexual appeals was calculated, and were compared across studies. Overall, there was a small but significant, positive effect size, suggesting that sexual appeals are indeed more effective than non-sexual appeals. In addition, moderating variables that were thought to influence the effectiveness of sexual appeals were also coded and investigated. The most important moderating variables may be the sex of the sexual appeal viewer, the sex of any models portrayed in the appeal, and the sex of the first author |
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The results of the current study also indicate that there are several areas in this field of research that should be explored in greater detail, including the influence of culture, age, and advertisement repetition upon the effectiveness of sexual appeals |
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School code: 0004 |
| Host Item |
Dissertation Abstracts International 70-11A
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| Subject |
Business Administration, Marketing
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Mass Communications
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0338
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0708
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| Alt Author |
The University of Alabama
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