题名

性訴求類型、產品類型與調節焦點對廣告效果之影響

并列篇名

The Influence of Sex Appeal Type, Product Type, and Regulatory Focus on Advertising Effects

DOI

10.3966/102596272020120454004

作者

周軒逸(Hsuan-Yi Chou)；吳政軒(Cheng-Hsuan Wu)

关键词

性訴求 ； 廣告效果 ； 產品類型 ； 調節焦點 ； Sex appeal ； Advertising effects ； Product type ； Regulatory focus

期刊名称

企業管理學報

卷期/出版年月

45卷4期（2020 / 12 / 01）

页次

103 - 138

内容语文

繁體中文
中文摘要

今日社會，許多商品都以性作為廣告訴求，本研究區分性訴求類型，深入比較外顯和內隱型性訴求的廣告效果。實驗結果發現：促進（vs.預防）型調節焦點的個體，或是在廣告中採用促進（vs.預防）焦點訊息，可提升性訴求廣告的效果；性訴求類型的效果受產品類型與調節焦點所干擾，性相關產品且個體調節焦點為促進型時，偏好外顯型性訴求，預防型焦點個體則偏好內隱型性訴求；性無關產品且個體調節焦點為預防（vs.促進）時，會弱化內隱型性訴求的較佳作用。在性無關產品且搭配促進焦點訊息的廣告中，使用性訴求效果較佳；搭配預防焦點訊息時，則無性訴求效果較好。研究結果可為性訴求廣告、調節焦點等領域作出貢獻，並提供業者在性訴求運用與產品搭配之參考建議。
英文摘要

Many products today use sex as an advertising appeal. This study differentiates between implicit and explicit sex appeal in advertisements and explores their effects. The experimental results showed that individuals with promotion (vs. prevention) regulatory focus exhibit better responses toward sex appeal advertisements. Promotion (vs. prevention) focus messages used in sex appeal advertisements also enhance the advertising effects. The effects of the sex appeal type (implicit and explicit) are moderated by product type and regulatory focus. In advertisements of sex-related products, explicit sex appeal yields better attitudinal responses in individuals with promotion focus, whereas implicit sex appeal yields better attitudinal responses in individuals with prevention focus. However, when the product is unrelated to sex, prevention (vs. promotion) focus, as the individual regulatory focus, weakens the positive effects of implicit sex appeal. In advertisements of products unrelated to sex with promotion focus messages, using sex (vs. non-sex) appeal induces better effects; meanwhile, in advertisements of sex-unrelated products with prevention focus messages, using non-sex (vs. sex) appeal generates better effects. This study makes significant theoretical contributions to the sex appeal advertising literature and regulatory focus theory and offers directions to practitioners on effectively using sex appeal to promote products.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
参考文献
  1. 林鴻銘(2011)。調節焦點對廣告說服的影響－訊息處理之角色。商略學報，3(1)，39-52。
    連結：
  2. 羅佳倫,黃鈺雯(2018)。以計畫行為理論為觀點探討大學生之性行為意圖。臺灣性學學刊，24(1)，93-122。
    連結：
  3. 蘇建州,陳宛非(2006)。不同世代媒體使用行為之研究：以 2005 東方消費者行銷資料庫為例。資訊社會研究，10，205-234。
    連結：
  4. Aaker, D. A.,Joachimsthaler, E.(2001).Brand leadership: Die strategie für siegermarken.Upper Saddle River, NJ:Financial Times Prentice Hall.
  5. Aaker, J. L.,Lee, A. Y.(2001).“I” seek pleasures and “we” avoid pains: The role of self-regulatory goals in information processing and persuasion.Journal of Consumer Research,28(1),33-49.
  6. Adams, L.,Faseur, T.,Geuens, M.(2011).The influence of the self‐regulatory focus on the effectiveness of stop‐smoking campaigns for young smokers.Journal of Consumer Affairs,45(2),275-305.
  7. Aggarwal, P.,Jun, S.,Huh, J.(2011).Scarcity messages: A consumer competition perspective.Journal of Advertising,40(3),19-30.
  8. An, D.,Lee, C.,Kim, J.,Youn, N.(2020).Grotesque imagery enhances the persuasiveness of luxury brand advertising.International Journal of Advertising,39(6),783-801.
  9. Anabila, P.,Tagoe, C.,Asare, S.(2015).Consumer perception of sex appeal advertising: A high context cultural perspective.IUP Journal of Marketing Management,14(4),34-55.
  10. Avnet, T.,Higgins, E. T.(2006).How regulatory fit affects value in consumer choices and opinions.Journal of Marketing Research,43(1),1-10.
  11. Baker, M. J.,Churchill, G. A., Jr(1977).The impact of physically attractive models on advertising evaluations.Journal of Marketing Research,14(4),538-555.
  12. Bautista, R. E. D.,Rundle-Gonzalez, V.,Awad, R. G.,Erwin, P. A.(2013).Determining the coping strategies of individuals with epilepsy.Epilepsy & Behavior,27(2),286-291.
  13. Bhatnagar, N.,McKay-Nesbitt, J.(2016).Pro-environment advertising messages: The role of regulatory focus.International Journal of Advertising,35(1),4-22.
  14. Biswas, A.,Olsen, J. E.,Carlet, V.(1992).A comparison of print advertisements from the United States and France.Journal of Advertising,21(4),73-81.
  15. Black, I. R.,Morton, P.(2017).Appealing to men and women using sexual appeals in advertising: In the battle of the sexes, is a truce possible?.Journal of Marketing Communications,23(4),331-350.
  16. Boutsikaki, K.,Balabanis, G.(2017).A new typology on sex appeal advertisements.The customer is not always right? Marketing orientationsin a dynamic business world. Developments in marketing science: Proceedings of the academy of marketing science,New York, NY:
  17. Chan, N. C.,Ho, Y.(2017).The role of regulatory focus and goal progress on goal-directed consumption behaviors.Journal of Consumer Marketing,34(2),147-155.
  18. Chang, C. C.,Chou, Y. J.(2008).Goal orientation and comparative valence in persuasion.Journal of Advertising,37(1),73-87.
  19. Chang, C. T.,Tseng, C. H.(2013).Can sex sell bread? The impacts of sexual appeal type, product type and sensation seeking.International Journal of Advertising,32(4),559-585.
  20. Chernev, A.(2004).Goal-attribute compatibility in consumer choice.Journal of Consumer Psychology,14(1-2),141-150.
  21. Chitturi, R.,Raghunathan, R.,Mahajan, V.(2007).Form versus function: How the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences.Journal of Marketing Research,44(4),702-714.
  22. Choi, H.,Yoo, K.,Reichert, T.,LaTour, M. S.(2016).Do feminists still respond negatively to female nudity in advertising? Investigating the influence of feminist attitudes on reactions to sexual appeals.International Journal of Advertising,35(5),823-845.
  23. Choi, H.,Yoo, K.,Reichert, T.,Northup, T.(2020).Feminism and advertising: Responses to sexual ads featuring women: How the differential influence of feminist perspectives can inform targeting strategies.Journal of Advertising Research,60(2),163-178.
  24. Courtney, A.,Whipple, T.(1983).Sex stereotyping in advertising.Lexington, MA:Lexington Books.
  25. Cui, G.,Yang, X.(2009).Responses of Chinese consumers to sex appeals in international advertising: A test of congruency theory.Journal of Global Marketing,22(3),229-245.
  26. Cummins, R. G.,Gong, Z. H.,Reichert, T.(2020).The impact of visual sexual appealson attention allocation within advertisements: An eye-tracking study.International Journal of Advertising
  27. Das, E.,Galekh, M.,Vonkeman, C.(2015).Is sexy better than funny? Disentangling the persuasive effects of pleasure and arousal across sex and humour appeals.International Journal of Advertising,34(3),406-420.
  28. De Bock, T.,Van Kenhove, P.(2010).Consumer ethics: The role of self-regulatory focus.Journal of Business Ethics,97(2),241-255.
  29. Dianoux, C.,Linhart, Z.(2010).The effectiveness of female nudity in advertising in three European countries.International Marketing Review,27(5),562-578.
  30. Dudley, S. C.(1999).Consumer attitudes toward nudity in advertising.Journal of Marketing Theory and Practice,79(4),89-96.
  31. Florack, A.,Friese, M.,Scarabis, M.(2010).Regulatory focus and reliance on implicit preferences in consumption contexts.Journal of Consumer Psychology,20(2),193-204.
  32. Ford, J. B.,LaTour, M. S.,Honeycutt, E. D., Jr,Joseph, M.(1994).Female sex role portrayals in international advertising: Should advertisers standardize in the Pacific Rim?.American Business Review,12(2),1-10.
  33. Friedman, R. S.,Förster, J.(2002).The influence of approach and avoidance motor actions on creative cognition.Journal of Experimental Social Psychology,38(1),41-55.
  34. Geng, C.,Xiaoyan, Y.(2009).Responses of Chinese consumers to sex appeals in international advertising: A test of congruency theory.Journal of Global Marketing,22(3),229-245.
  35. Harris, R. J.(1999).A cognitive psychology of mass communication.Mahwah, NJ:Lawrence Erlbaum Associates, Inc.
  36. Haws, K. L.,Dholakia, U. M.,Bearden, W. O.(2010).An assessment of chronic regulatory focus measures.Journal of Marketing Research,47(5),967-982.
  37. Hermannsdóttir, A.,Gunnarsdóttir, S.(2015).,未出版
  38. Herzenstein, M.,Posavac, S. S.,Brakus, J. J.(2007).Adoption of new and really new products: The effects of self-regulation systems and risk salience.Journal of Marketing Research,44(2),251-260.
  39. Higgins, E. T.(1998).Promotion and prevention: Regulatory focus as a motivational principle.Advances in Experimental Social Psychology,30,1-46.
  40. Higgins, E. T.(2005).Value from regulatory fit.Current Directions in Psychological Science,14(4),209-213.
  41. Higgins, E. T.(2002).How self-regulation creates distinct values: The case of promotion and prevention decision making.Journal of Consumer Psychology,12(3),177-191.
  42. Higgins, E. T.(1997).Beyond pleasure and pain.American Psychologist,52(12),1280-1300.
  43. Higgins, E. T.,Friedman, R. S.,Harlow, R. E.,Idson, L. C.,Ayduk, O. N.,Taylor, A.(2001).Achievement orientations from subjective histories of success: Promotion pride versus prevention pride.European Journal of Social Psychology,31(1),3-23.
  44. Jain, S. P.,Lindsey, C.,Agrawal, N.,Maheswaran, D.(2007).For better or for worse? Valenced comparative frames and regulatory focus.Journal of Consumer Research,34(1),57-65.
  45. Jeong, B., & Yoon, T. (2014). The role of regulatory focus and message framing on persuasion of anti-piracy educational campaigns. Retrieved April 20, 2020, from https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1233&context=amcis2014
  46. Jin, S. A. A.(2009).Modality effects in second life: The mediating role of social presence and the moderating role of product involvement.CyberPsychology & Behavior,12(6),717-721.
  47. Johnson, P. D.,Smith, M. B.,Wallace, J. C.,Hill, A. D.,Baron, R. A.(2015).A review of multilevel regulatory focus in organizations.Journal of Management,41(5),1501-1529.
  48. Kao, D. T.(2012).Exploring the effect of regulatory focus on ad attitudes: The moderating roles of message sidedness and argument quality.International Journal of Psychology,47(2),142-153.
  49. Kareklas, I.,Carlson, J. R.,Muehling, D. D.(2012).The role of regulatory focus and self-view in “green” advertising message framing.Journal of Advertising,41(4),25-39.
  50. Kirmani, A.,Zhu, R.(2007).Vigilant against manipulation: The effect of regulatory focus on the use of persuasion knowledge.Journal of Marketing Research,44(4),688-701.
  51. Kumar, A.,Pathak, P.(2013).The transmutation in advertising appeals: A theoretical perspective with India-centric cases.Management Insight,9(2),51-71.
  52. Kumar, N.(2015).Chronic regulatory focus and financial decision-making: Asset and portfolio allocation.New York, NY:Springer.
  53. Lagerwerf, L.,Meijers, A.(2008).Openness in metaphorical and straightforward advertisements: Appreciation effects.Journal of Advertising,37(2),19-30.
  54. Lambiase, J.,Reichert, T.(2003).Promises, promises: Exploring erotic rhetoric in sexually oriented advertising.Persuasive imagery: A consumer response perspective,Mahwah, NJ:
  55. Lanseng, E. J.(2016).Relevant sex appeals in advertising: Gender and commitment context differences.Frontiers in Psychology,7,1456.
  56. LaTour, M. S.,Henthorne, T. L.(1993).Female nudity: Attitudes toward the ad and the brand, and implications for advertising strategy.Journal of Consumer Marketing,10(3),25-32.
  57. LaTour, M. S.,Henthorne, T. L.(2003).Nudity and sexual appeals: Understanding the arousal process and advertising response.Sex in Advertising: Perspectives on the Erotic Appeal,Mahwah, NJ:
  58. LaTour, M. S.,Pitts, R. E.,Snook-Luther, D. C.(1990).Female nudity, arousal, and ad response: An experimental investigation.Journal of Advertising,19(4),51-62.
  59. Lee, S. Y.,Lee, S.(2016).The influence of masculinity and femininity in responses to sex appeal advertising.Journal of Global Fashion Marketing,7(4),266-277.
  60. Lee, Y. A.,Aaker, L. J.(2004).Bring the frame into focus: The influence of regulatory fit on processing fluency and persuasion.Journal of Personality and Social Psychology,86(2),205-218.
  61. Li, J.-Y.,Rodriguez, L.(2015).Appeals, sexual images, visual metaphors and themes: Differences in condom print ads across four continents.Online Journal of Communication and Media Technologies,5(3),37-66.
  62. Liu, F.,Cheng, H.,Li, J.(2009).Consumer responses to sex appeal advertising: A cross-cultural study.International Marketing Review,26(4/5),501-520.
  63. Lockwood, P.,Chasteen, A. L.,Wong, C.(2005).Age and regulatory focus determine preferences for health-related role models.Psychology and Aging,20(3),376-389.
  64. Ma, J.,Gal, D.(2016).When sex and romance conflict: The effect of sexual imagery in advertising on preference for romantically linked products and services.Journal of Marketing Research,53(4),479-496.
  65. Maliszewski, N.,Olejniczak-Serowiec, A.,Harasimczuk, J.(2019).Influence of sexual appeal in roadside advertising on drivers’ attention and driving behavior.PLoS one,14(5),e0216919.
  66. Matthes, J.,Prieler, M.(2020).Nudity of male and female characters in television advertising across 13 countries.Journalism & Mass Communication Quarterly
  67. Mayer, J. M.,Peev, P.(2017).The role of female sexual self-schema in reactions to non-explicit sexual advertising imagery.Creating marketing magic and innovative future marketing trends. Developments in marketing science: Proceedings of the academy of marketing science,New York, NY:
  68. McQuarrie, E. F.,Phillips, B. J.(2005).Indirect persuasion in advertising: How consumers process metaphors presented in pictures and words.Journal of Advertising,34(2),7-20.
  69. Micu, C. C.,Chowdhury, T. G.(2010).The effect of message’s regulatory focus and product type on persuasion.Journal of Marketing Theory and Practice,18(2),181-190.
  70. Nusantara, A. C.,Haryanto, B.(2018).The influence of sex appeal on consumers attitude toward the ads moderated by product factors.Jurnal Dinamika Manajemen,9(2),250-258.
  71. Peterson, R. A.,Kerin, R. A.(1977).The female role in advertisements: Some experimental evidence.Journal of Marketing,41(4),59-63.
  72. Pham, M. T.,Avnet, T.(2009).Contingent reliance on the affect heuristic as a function of regulatory focus.Organizational Behavior and Human Decision Processes,108(2),267-278.
  73. Pham, M. T.,Avnet, T.(2004).Ideals and oughts and the reliance on affect versus substance in persuasion.Journal of Consumer Research,30(1),503-518.
  74. Pham, M., T.,Chang, H. H.(2010).Regulatory focus, regulatory fit, and the search and consideration of choice alternatives.Journal of Consumer Research,37(4),626-640.
  75. Pollser 波仕特線上市調網 (2016 年 04 月 22 日)。雜誌閱讀習慣調查報告。LIFE。2020/08/20 取自：https://life.tw/?app=view&no=421273
  76. Prendergast, G.,Hwa, H. C.(2003).An Asian perspective of offensive advertising on the web.International Journal of Advertising,22(3),393-411.
  77. Putrevu, S.(2008).Consumer responses toward sexual and nonsexual appeals: The influence of involvement, need for cognition (NFC), and gender.Journal of Advertising,37(2),57-70.
  78. Ratchford, B. T.(1987).New insights about the FCB grid.Journal of Advertising Research,27(4),24-38.
  79. Reichert, T.(2002).Sex in advertising research: A review of content, effects, and functions of sexual information in consumer advertising.Annual Review of Sex Research,13(1),241-273.
  80. Reichert, T.(2003).What is sex in advertising? Perspectives from consumer behavior and social science research.Sex in advertising: Perspectives on the erotic appeal,Mahwah, NJ:
  81. Reichert, T.(2007).The ageless allure: Sex, media, and marketing.Journal of Promotion Management,13(1-2),3-11.
  82. Reichert, T.,Heckler, S. E.,Jackson, S.(2001).The effects of sexual social marketing appeals on cognitive processing and persuasion.Journal of Advertising,30(1),13-27.
  83. Reichert, T.,Ramirez, A.(2000).Defining sexually oriented appeals in advertising: A grounded theory investigation.Advances in Consumer Research,27,267-273.
  84. Richmond, D.,Hartman, T. P.(1982).Sex appeal in advertising.Journal of Advertising Research,22(5),53-60.
  85. Sarpal, R.,Saleh, R.,Teck, T. S.,Chia, K. M.,Yee, L. M.(2018).Literature review on the use of sex appeal vs non-sex appeal advertising in the Malaysian context.International Journal of Marketing Studies,10(2),28-35.
  86. Severn, J.,Belch, G. E.,Belch, M. A.(1990).The effects of sexual and non-sexual advertising appeals and information level on cognitive processing and communication effectiveness.Journal of Advertising,19(1),14-22.
  87. Sherman, C.,Quester, P.(2005).The influence of product/nudity congruence on advertising effectiveness.Journal of Promotion Management,11(2-3),61-89.
  88. Simpson, P. M.,Horton, S.,Brown, G.(1996).Male nudity in advertisements: A modified replication and extension of gender and product effects.Journal of the Academy of Marketing Science,24(3),257-262.
  89. Soley, L.,Kurzbard, G.(1986).Sex in advertising: A comparison of 1964 and 1984 magazine advertisements.Journal of Advertising,15(3),46-64.
  90. Sparks, J. V.,Lang, A.(2015).Mechanisms underlying the effects of sexy and humorous content in advertisements.Communication Monographs,82(1),134-162.
  91. Steenhaut, S.,Van Kenhove, P.(2006).An empirical investigation of the relationships among a consumer’s personal values, ethical ideology and ethical beliefs.Journal of Business Ethics,64(2),137-155.
  92. Sung, B.,Phau, I.(2019).When pride meets envy: Is social superiority portrayal in luxury advertising perceived as prestige or arrogance?.Psychology & Marketing,36(2),113-119.
  93. Theodorakis, I. G.,Painesis, G.(2018).The impact of psychological distance and construal level on consumers’ responses to taboos in advertising.Journal of Advertising,47(2),161-181.
  94. Tinkham, S. F.,Reid, L. N.(1988).Sex appeals in advertising revisited: Validation of a typology.Proceedings of the 1988 Conference of the American Academy of Advertising,Austin, TX:
  95. van Noort, G.,van Reijmersdal, E. A.(2019).Branded apps: Explaining effects of brands’ mobile phone applications on brand responses.Journal of Interactive Marketing,45,16-26.
  96. Vaughn, R.(1980).How advertising works: A planning model.Journal of Advertising Research,20(5),27-33.
  97. Wan, W. W.,Luk, C. L.,Chow, C. W.(2014).Consumer responses to sexual advertising: The intersection of modernization, evolution, and international marketing.Journal of International Business Studies,45(6),751-782.
  98. Wang, J.,Lee, A. Y.(2006).The role of regulatory focus in preference construction.Journal of Marketing Research,43(1),28-38.
  99. Werth, L.,Foerster, J.(2007).How regulatory focus influences consumer behavior.European Journal of Social Psychology,37(1),33-51.
  100. Wirtz, J. G.,Sparks, J. V.,Zimbres, T. M.(2018).The effect of exposure to sexual appeals in advertisements on memory, attitude, and purchase intention: A meta-analysis review.International Journal of Advertising,37(2),168-198.
  101. Yi, Y.(1990).Cognitive and affective priming effects of the context for print advertisements.Journal of Advertising,19(2),40-48.
  102. Zhao, G.,Pechmann, C.(2007).The impact of regulatory focus on adolescents’ response to antismoking advertising campaigns.Journal of Marketing Research,44(4),671-687.
  103. Zhou, R.,Pham, M. T.(2004).Promotion and prevention across mental accounts: When financial products dictate consumers & investment goals.Journal of Consumer Research,31(1),125-135.
  104. Zhu, R.,Meyers-Levy, J.(2007).Exploring the cognitive mechanism that underlies regulatory focus effects.Journal of Consumer Research,34(1),89-96.
  105. 天下創新學院 (2020)。多元化 APP 為你打造數位新生活。遠東人。2020/08/20 取自：https://magazine.feg.com.tw/magazine/tw/magazine_detail.aspx?id=11991
  106. 陳冠伶 (2018 年 11 月 14 日)。台灣 Z 世代的 5A 觀察。動腦。2020/08/17 取自：https://www.brain.com.tw/news/articlecontent?ID=47181
print cancel