Advanced Search
Journal search
Journal cover: European Journal of Marketing

European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

Content: Latest Issue | icon: RSS Latest Issue RSS | Previous Issues

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Previous article.Icon: Print.Table of Contents.Next article.Icon: .

The effect of personality on response to sexual appeals

Document Information:
Title:The effect of personality on response to sexual appeals
Author(s):Iain R. Black, (Discipline of Marketing, University of Sydney, Sydney, Australia), George C. Organ, (Oddfellows Pty Ltd, North Sydney, Australia), Peta Morton, (Singleton Ogilvy Mather Ltd, Sydney, Australia)
Citation:Iain R. Black, George C. Organ, Peta Morton, (2010) "The effect of personality on response to sexual appeals", European Journal of Marketing, Vol. 44 Iss: 9/10, pp.1453 - 1477
Keywords:Advertising effectiveness, Advertising research, Experimental design, Individual behaviour, Personality, Sex
Article type:Research paper
DOI:10.1108/03090561011062925 (Permanent URL)
Publisher:Emerald Group Publishing Limited

Purpose – This paper aims to examine the role of personality in how people respond to sexual appeals in advertising. The impact of three traits (extraversion, neuroticism and openness) was tested.

Design/methodology/approach – A mixed-factor experimental design was used. Gender, level of sexual appeal (manipulated over two levels) and participants' standing on each of the three personality trait scales were the between-subjects factors. Relevance of the product to the appeal, which was also manipulated over two levels, was the within-subjects factor. The sample comprised 156 undergraduate students, and each student was randomly assigned to either a mild appeals or an overt appeals condition.

Findings – The results show that levels of extraversion and openness directly affect responses to advertisements as measured with attitude towards the advertisement.

Research limitations/implications – Recommendations are made, including that overt sexual appeals should not be used on a target audience of “introverts”, or people who are characterised as quiet, shy and reserved.

Originality/value – This research extends existing work on the effect of individual differences on consumers' reactions to advertising and is the first to show that personality traits affect responses to sexual appeals.

Fulltext Options:



Existing customers: login
to access this document


- Forgot password?
- Athens/Institutional login



Downloadable; Printable; Owned
HTML, PDF (183kb)Purchase

To purchase this item please login or register.


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian

Marked list

Bookmark & share

Reprints & permissions