Differences In Response Towards Sexual Appeal Advertisement By Gender

Lee, Chia Sin Differences In Response Towards Sexual Appeal Advertisement By Gender. [Final Year Project Report] (Unpublished)

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Abstract

The objective of this study is to understand differences towards sexual advertisement by gender. This study utilized Theory of Planned Behavior (TPB) as basic underpinning theory to support the relationship between attitude, behaviors and purchase intention by gender differences. Moreover, quantitative method is conducted in this study. There are two gender models (male and female) and three levels of print sexual advertisement (fully clothed, revealing attire and partially sexy) were exposed to the respondents in the questionnaire. 300 sets of the questionnaire have been distributed to male and female respondents at Public Higher Education Institution in Sarawak, Malaysia. The findings of the quantitative study are presented based on respondents' demographics, mean and Independent Sample T-Test. The finding shows that male respondents are more willing spends money on the product advertised in female revealing attire advertisement. In contrary, female respondents are less favorable towards sexual advertisement compare to fully clothed advertisement. Overall, the attitude and purchase intention of both genders are partially significant relationship. This study provides a better understanding of the way in which male and female respond to the use of sex appeal advertising, as well as provides useful managerial implication for advertisers in Malaysia.

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