The seventh edition of this field-leading textbook provides an accessible and rigorous
presentation of major theories of persuasion and their applications to a variety of real-world …

Q Methodology has been employed in research on audiences since the 1960s, but has not
entered the mainstream of scholarly or commercial audience research, and most audience …

Based on culture identity theory and schema theory, we investigate how model ethnicity
influences the perception and effectiveness of potentially offensive nudity advertising in Asia …

Whilst considerable research exists on determining consumer responses to pre-determined
statements within numerous ad ethics contexts, our understanding of consumer thoughts …

This paper investigates the impact of shocking advertising to consumer buying behavior.
Scientists proved that shock tactics in advertising influences consumer buying behavior. The …

Teknoloji ve iletişimdeki gelişmeler üretimi, üreticilerin tüketicilere ulaşmasını, tüketicilerin
de ürünlere ulaşımını daha kolay ve hızlı hale gelmiştir. Rekabetin oldukça yoğun yaşandığı …

The question of whether 'sex sells' has drawn significant attention in advertising research.
This study builds on previous research and examines the effectiveness of sex appeals in …

Vendors and agencies rely on showgirls to promote their products or services. However,
customers' time and money available, cost savings, and increasing utilitarian motivation are …

This research examines the perception of customers towards sex appeal advertising. Effect
of sex appeal advertising has to be measure in terms of ABC model of attitude, which are …

Purpose This study examined perceived brand attractiveness of and identification with
fashion luxury brands given different levels of sexuality in advertisements. Sex in …