Social Desirability And Its Impact On Audience Research
Social desirability bias (SD bias) describes research participants’ tendency to adapt response behavior to perceived social norms. SD bias can affect the validity of studies. However, as of yet, Read More »
Author: Sigrid Bekmeier-Feuerhahn, Paula Maria Bögel, Andreas Heinen
Contributor: eb™ Research Team
Consumers’ Response To Sexual Appeals In Advertisements: The Moderating Role Of Sexual Sensation
This paper aims at investigating the influence of an individual trait, the Sexual Sensation Seeking trait (Kalichman et al, 1994), on consumer responses to sexual ads with varying levels of sexual Read More »
Author: Marie-Cécile Cervellon, Frank Pons, Giovanni Pugliese
Contributor: eb™ Research Team
Intrasexual Competition And Advertising: How Evolution Influences Advertising Efficacy And Consumer
The purpose of this paper is to integrate the findings of evolutionary psychology in better understanding the effects of exposition to idealized female models on both advertising efficacy and Read More »
Metaphor Meeting Sex Meeting Guilt: Instances Of Metaphor In Sex Appeal Ads And Their Impact On
Advertisers apply metaphorical twists and sexual themes so as to evoke viewers’ favorable responses. However, the combined impact of such practices dependent upon consumers’ sex guilt (SG) still Read More »
Author: Ioannis G. Theodorakis, Vlasis Stathakopoulos, Androniki Katarachia, Efthymia Kottika
Contributor: eb™ Research Team
Marketing To Women, A Potential Paradigm Shift. Drivers For Effective Communication To Women In The
Fierce competition and increasing customer sophistication have given birth to the idea of Gender Marketing to more appropriately address the needs of one target group. Based on the idea that there Read More »
Author: Isa Moll, Kathrin Herrmann, Ana Varela, Jordi Montaña
Contributor: eb™ Research Team
