Responses of Chinese consumers to sex appeals in international advertising : a test of congruency theory
Document Type
Journal article
Source Publication
Journal of Global Marketing
Publication Date
7-1-2009
Volume
22
Issue
3
First Page
229
Last Page
245
Keywords
Chinese consumers, Congruency theory, International advertising, Product evaluation, Sex appeals
Abstract
While the use of sex appeal is on the rise in China to advertise products ranging from beer to cars, their effect on Chinese consumers is largely unknown and may be incongruent with the Chinese culture. This study adopts the congruency theory to examine the effects of sex appeal in international advertising and proposes several testable hypotheses. In an experiment, we adopt a three × two design including three levels of sex appeal and two models (Chinese and Caucasian) and test the advertisements with a group of Chinese consumers. The results suggest that the subjects respond more favourably to advertisements with non-sex appeal than those using sex appeal in terms of their attitudes toward the advertisement (Aad) and brand (Ab), and buying intention (BI). Chinese consumers also prefer advertisements featuring Chinese models to those using Caucasian models, even when strong sex appeal is used. Thus, international advertisers are cautioned with standardized strategies in advertising to Chinese consumers using sex appeal and Caucasian models.
DOI
10.1080/08911760902845031
Print ISSN
08911762
E-ISSN
15286975
Publisher Statement
Copyright © 2009 Taylor & Francis
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Cui, G., & Yang, X. (2009). Responses of Chinese consumers to sex appeals in international advertising: A test of congruency theory. Journal of Global Marketing, 22(3), 229-245. doi: 10.1080/08911760902845031