The effects of sex appeal advertising on Vietnamese consumers' emotional and behavorial responses

Abstract

The influences of sex appeal advertising on Vietnam consumer’s emotional and behavioral response with different genders was explored in the study. The experiment was designed with 402 young respondents. The sampling of this study was students from Ho Chi Minh International University. Three nudity levels (low, moderate and high) of sex appeal ads were analyzed in the studied. The result indicated that gender of anticipants proved to be a critical determinant of their attitude forward sex appeal advertising. The research offers a clearer view of male and female young adults acknowledge the use of sex appeal advertising. In additional, this paper contributed more useful information about marketing application.