Urban Malaysian Consumer's Purchase Intention on Eroticism in Fashion Advertisements

Rakesh Sarpal, A/L Sodarshan Kumar (2019) Urban Malaysian Consumer's Purchase Intention on Eroticism in Fashion Advertisements. Doctoral thesis, Asia e University.

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Abstract

Many researchers had tried to answer the question “Does Sex Sell?”, as for this research, “Does Sex Sell in a multicultural environment?” will be answered. Implementing sex appeal or erotic appeal is straightforward in a single culture environment. Malaysia (Klang Valley) being a multicultural environment with great cultural diversity, such techniques must be used with caution. This research explores the arousal concept and measurement on erotic print fashion advertisements and analyses its relationship with advertisement thoughts, advertisement attitude and purchase intentions. This research studies how various level of arousal in the print advertisements will have an impact on these variables. Focus groups and survey techniques were combined in the research methodology. The findings indicate that regardless of the arousal levels indicated in the advertisements, it had a strong impact on all other variables. There was a similarity on how Malay and Indian consumers perceive the advertisements. However, the attitude of Chinese consumers indicated to be somewhat different. Results also suggested implications for advertisement design and further research areas to enhance the study of erotic appeal.

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	manalysian consumers,fashion, advertisment
Subjects:	H Social Sciences > HF Commerce
Divisions:	School of Management
Depositing User:	Aida Rashidah Maajis
Date Deposited:	12 Aug 2020 07:14
Last Modified:	12 Aug 2020 07:14
URI:	http://ur.aeu.edu.my/id/eprint/780

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