Differences In Response Towards Sexual Appeal Advertisement By Gender
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, quanti...
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| Main Author: | |
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| Format: | Final Year Project Report |
| Language: | English |
| Published: |
Universiti Malaysia Sarawak (UNIMAS)
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/34541/2/Lee%20Chia%20Sin.pdf http://ir.unimas.my/id/eprint/34541/ |
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| Summary: | 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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