ABSTRACT
SUMMARY. Sexual content is a prominent feature in television promotional announcements, but its effect has received little scholarly attention. This study tested the efficacy of both sexual content and a personality variable (sexual self-schema) on consumers’ attitudes toward the promo, the advertised program, viewing intention, and self-reported arousal. Results showed that sex appeal had main effects on all dependent variables, and moderate sex appeal generally induced the most favorable responses. In contrast, sexual self-schema did not significantly affect participants’ responses. Practical and theoretical implications are discussed. doi:10.1300/J057v13n01_05 [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail 56 address: <docdelivery@haworthpress.com> Website: < https://www.HaworthPress.com > © 2007 by The Haworth Press, Inc. All rights reserved.]
