| Advertising appeals have the ability to motivate consumers, change opinions, alter perceptions of products and ultimately influence purchase decisions. They affect how the audience perceives different messages. Researchers have found that sex appeals tend to be more entertaining but their effectiveness may vary upon the dependent measures used, the product advertised, and gender of the receiver. Studies have shown that the use of a visual sexual appeal results in more favorable attitudes towards the ad and greater purchase intentions, but not more favorable brand attitudes. Fear appeals have been proven to increase consumer interest and recall of an advertisement. They are one of the most frequently used appeals because of their ability to motivate people to help themselves and practice a safer, healthier lifestyle. Our study extends this stream of research and proposes several effects of sex and fear appeals on perception and intention to purchase condoms among college students. |
Updated 03/19/2014