Consumer Responses Toward Sexual and Nonsexual Appeals: The Influence of Involvement, Need for Cognition (NFC), and Gender

This research examines the influence of involvement, need for cognition (NFC), and gender on consumer response toward sexual and nonsexual appeals. The results show that sexual appeals lead to better memory and superior attitudes and purchase intent among low-involvement consumers, whereas high-involvement consumers process both sexual and nonsexual ads more thoroughly and exhibit superior attitudes and purchase intent toward nonsexual appeals....