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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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Main Author: Rakesh Sarpal, A/L Sodarshan Kumar
Format: Thesis
Language:English
English
Published: 2019
Subjects:
HF Commerce
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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spelling my-aeu-eprints.7802020-08-12T07:14:32Z http://ur.aeu.edu.my/780/ Urban Malaysian Consumer's Purchase Intention on Eroticism in Fashion Advertisements Rakesh Sarpal, A/L Sodarshan Kumar HF Commerce 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. 2019 Thesis NonPeerReviewed text en http://ur.aeu.edu.my/780/1/Urban%20Malaysian%20Consumer%27s%20Purchase%20Intention%20on%20Eroticism%20in%20Fashion%20Advertisements.pdf text en http://ur.aeu.edu.my/780/2/Urban%20Malaysian%20Consumer%27s%20Purchase%20Intention%20on%20Eroticism%20in%20Fashion%20Advertisements-1-24.pdf Rakesh Sarpal, A/L Sodarshan Kumar (2019) Urban Malaysian Consumer's Purchase Intention on Eroticism in Fashion Advertisements. Doctoral thesis, Asia e University. https://online.fliphtml5.com/sppgg/qkng/?1597216512542
institution Asia e University
building AEU Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Asia e University
content_source AEU University Repository
url_provider http://ur.aeu.edu.my/
language English
English
topic HF Commerce
spellingShingle HF Commerce
Rakesh Sarpal, A/L Sodarshan Kumar
Urban Malaysian Consumer's Purchase Intention on Eroticism in Fashion Advertisements
description 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.
format Thesis
author Rakesh Sarpal, A/L Sodarshan Kumar
author_facet Rakesh Sarpal, A/L Sodarshan Kumar
author_sort Rakesh Sarpal, A/L Sodarshan Kumar
title Urban Malaysian Consumer's Purchase Intention on Eroticism in Fashion Advertisements
title_short Urban Malaysian Consumer's Purchase Intention on Eroticism in Fashion Advertisements
title_full Urban Malaysian Consumer's Purchase Intention on Eroticism in Fashion Advertisements
title_fullStr Urban Malaysian Consumer's Purchase Intention on Eroticism in Fashion Advertisements
title_full_unstemmed Urban Malaysian Consumer's Purchase Intention on Eroticism in Fashion Advertisements
title_sort urban malaysian consumer's purchase intention on eroticism in fashion advertisements
publishDate 2019
url 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
_version_ 1675331436870107136
score 13.211869

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