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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

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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.

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Authors and Affiliations

  1. Kelley School of Business, Indiana University (IUPUI), Indianapolis, IN, 46202, USA

    James Mark Mayer

  2. College of Business & Economics, Towson University, Towson, MD, USA

    Plamen Peev

Authors
  1. James Mark Mayer
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  2. Plamen Peev
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Correspondence to James Mark Mayer.

Appendix

Appendix

1.1 Experimental Stimuli

figure a

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Mayer, J.M., Peev, P. Do sexy mouthwash ads leave a bad aftertaste? The interaction of sexual self-schema and brand positioning fit on female-targeted sexual advertising efficacy. Mark Lett 28, 321–333 (2017). https://doi.org/10.1007/s11002-017-9417-6

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  • DOI: https://doi.org/10.1007/s11002-017-9417-6

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