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Do sexy mouthwash ads leave a bad aftertaste? The interaction of sexual self-schema and brand positioning fit on female-targeted sexual advertising efficacy

Author

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  • James Mark Mayer

    (Indiana University (IUPUI))

  • Plamen Peev

    (Towson University)

Abstract

We explore females’ reactions to a sexually themed advertising with regard to a key personality variable, sexual self-schema (SSS). In extant research, SSS has largely had a positive impact on females’ reactions to sexual advertisements. We further explore this dynamic by considering the role of female sexual self-schema (SSS) on attitudes and purchase intent for products with brand positions that differ with regard to fit with sexual themes. Informed by our study and extant literature, we also offer areas for further SSS-based advertising research, particularly in another unexplored area: the role of SSS in identification and resultant attitude formation in sexual, but less explicit, advertising.

Suggested Citation

  • James Mark Mayer & Plamen Peev, 2017. "Do sexy mouthwash ads leave a bad aftertaste? The interaction of sexual self-schema and brand positioning fit on female-targeted sexual advertising efficacy," Marketing Letters, Springer, vol. 28(2), pages 321-333, June.
    • Handle: RePEc:kap:mktlet:v:28:y:2017:i:2:d:10.1007_s11002-017-9417-6
    DOI: 10.1007/s11002-017-9417-6
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    References listed on IDEAS

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    1. Meyers-Levy, Joan & Maheswaran, Durairaj, 1991. "Exploring Differences in Males' and Females' Processing Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 63-70, June.
    2. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
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    Cited by:

    1. Gwarlann de Kerviler & Caroline Ardelet & Barbara Slavich, 2022. "Ethical judgments of sexualized ads featuring Women: The role of identification with feminine archetypes," Post-Print hal-03600339, HAL.
    2. de Kerviler, Gwarlann & Ardelet, Caroline & Slavich, Barbara, 2022. "Ethical judgments of sexualized ads featuring Women: The role of identification with feminine archetypes," Journal of Business Research, Elsevier, vol. 142(C), pages 899-913.

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