Urban Malaysian Consumer's Purchase Intention on Eroticism in Fashion Advertisements
Many researchers had tried to answer the question “Does Sex Sell?”, as for this research, “Does Sex Sell in a multicultural environment?” will be answered. Implementing sex appeal or erotic appeal is straightforward in a single culture environment. Malaysia (Klang Valley) being a multicultural envi...
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| Format: | Thesis |
| Language: | English English |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://ur.aeu.edu.my/780/1/Urban%20Malaysian%20Consumer%27s%20Purchase%20Intention%20on%20Eroticism%20in%20Fashion%20Advertisements.pdf http://ur.aeu.edu.my/780/2/Urban%20Malaysian%20Consumer%27s%20Purchase%20Intention%20on%20Eroticism%20in%20Fashion%20Advertisements-1-24.pdf http://ur.aeu.edu.my/780/ https://online.fliphtml5.com/sppgg/qkng/?1597216512542 |
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| Summary: | Many researchers had tried to answer the question “Does Sex Sell?”, as for this research, “Does Sex Sell in a multicultural environment?” will be answered. Implementing sex appeal or erotic appeal is straightforward in a single culture environment. Malaysia (Klang Valley) being a multicultural environment with great cultural diversity, such techniques must be used with caution. This research explores
the arousal concept and measurement on erotic print fashion advertisements and analyses its relationship with advertisement thoughts, advertisement attitude and
purchase intentions. This research studies how various level of arousal in the print advertisements will have an impact on these variables. Focus groups and survey
techniques were combined in the research methodology. The findings indicate that regardless of the arousal levels indicated in the advertisements, it had a strong impact
on all other variables. There was a similarity on how Malay and Indian consumers
perceive the advertisements. However, the attitude of Chinese consumers indicated to
be somewhat different. Results also suggested implications for advertisement design
and further research areas to enhance the study of erotic appeal. |
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