The third-person perception of sex appeals in hedonic and utilitarian product ads

Basit Öğe Kaydı
dc.authorid0000-0003-1697-3483en_US
dc.contributor.authorEkici, Nezahat
dc.contributor.authorErdoğan, Bayram Zafer
dc.contributor.authorBasil, Michael
dc.date.accessioned2021-01-10T06:54:27Z
dc.date.available2021-01-10T06:54:27Z
dc.date.issued2020
dc.departmentKMÜ, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümüen_US
dc.descriptionWOS:000507477500001en_US
dc.description.abstractAds making use of sexual appeals have the potential to attract attention, but they also run the risk of offending viewers. In this paper, two studies were performed to explore consumers' third-person perceptions of sexual appeals in advertising for hedonic and utilitarian products. This research examined whether the third-person perception mediates the relationship between attitude toward the ad and purchase intention. We also examined whether these relationships are contingent on attitude toward sexual stimuli (positive vs. negative). Canadian (N = 400) and Turkish (N = 400) undergraduate students participated in each study. Findings consistently demonstrate that third-person phenomenon was supported in each study. The exact form of the third-person perception, however, differs across product types and cultural contexts. Also, attitude toward ads significantly affects third-person perception. In turn, third-person perception significantly affects both purchase intention on self and purchase intention on others. Furthermore, these relationships are contingent on the attitude toward sexual stimuli.en_US
dc.description.sponsorshipAnadolu University Scientific Research Projects CommissionAnadolu University [1410E404]; Scientific and Technological Research Council of TurkeyTurkiye Bilimsel ve Teknolojik Arastirma Kurumu (TUBITAK) [2214/A]en_US
dc.description.sponsorshipThis work was supported by the Anadolu University Scientific Research Projects Commission under Grant [1410E404]. Nezahat Ekici was supported by The Scientific and Technological Research Council of Turkey to conduct this research under Grant [2214/A research fellowship program].en_US
dc.identifier.citationEkici, N., Erdoğan, B. Z., Basil, M. (2020). The third-person perception of sex appeals in hedonic and utilitarian product ads. Journal of International Consumer Marketing, 32, 4, 336-351.
dc.identifier.doi10.1080/08961530.2020.1712294
dc.identifier.endpage351en_US
dc.identifier.issn0896-1530
dc.identifier.issn1528-7068
dc.identifier.issue4en_US
dc.identifier.scopus2-s2.0-85078619390
dc.identifier.scopusqualityQ1
dc.identifier.startpage336en_US
dc.identifier.urihttps://doi.org/10.1080/08961530.2020.1712294
dc.identifier.urihttps://hdl.handle.net/11492/3784
dc.identifier.volume32en_US
dc.identifier.wosWOS:000507477500001
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Sceince
dc.indekslendigikaynakScopus
dc.institutionauthorEkici, Nezahat
dc.language.isoen
dc.publisherTaylor & Francis Ltd.en_US
dc.relation.journalJournal Of International Consumer Marketingen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectThird-Person Perceptionen_US
dc.subjectSexual Appealsen_US
dc.subjectHedonic and Utilitarian Productsen_US
dc.subjectAttitude Toward Sexual Stimulien_US
dc.subjectPurchase Intentionen_US
dc.titleThe third-person perception of sex appeals in hedonic and utilitarian product adsen_US
dc.typeArticle

Dosyalar

Orijinal paket
Listeleniyor 1 - 1 / 1
Küçük Resim
İsim:
Ekici, Nezahat 2020.pdf
Boyut:
2.04 MB
Biçim:
Adobe Portable Document Format
Açıklama:
Tam Metin /Full Text
İndir

Koleksiyon

WoS İndeksli Yayınlar Koleksiyonu
İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü,Makale Koleksiyonu
Scopus İndeksli Yayınlar Koleksiyonu