Research Article
Sex Appeal Ad and Materialism: A Comparison of Young Consumer Attitude and Purchase Intention in France and Indonesia
@INPROCEEDINGS{10.4108/eai.6-12-2018.2286286, author={M. Gunawan Alif and Yuniar Vigari}, title={Sex Appeal Ad and Materialism: A Comparison of Young Consumer Attitude and Purchase Intention in France and Indonesia }, proceedings={Proceedings of the 1st Sampoerna University-AFBE International Conference, SU-AFBE 2018, 6-7 December 2018, Jakarta Indonesia}, publisher={EAI}, proceedings_a={SU-AFBE}, year={2019}, month={8}, keywords={sexual appeal advertising materialism attitude toward the ad attitude toward the brand purchase intention indonesia france}, doi={10.4108/eai.6-12-2018.2286286} }- M. Gunawan Alif
Yuniar Vigari
Year: 2019
Sex Appeal Ad and Materialism: A Comparison of Young Consumer Attitude and Purchase Intention in France and Indonesia
SU-AFBE
EAI
DOI: 10.4108/eai.6-12-2018.2286286
Abstract
Although many studies already report on materialism or sexual appeal in advertising, this study tried to examine the direct effect and combination effect between materialism and sexual appeal to young consumers in Indonesia and France. The experimental research results showed a significant direct effect and interactions effect between sexual appeal and materialism, as well as between sexual appeal and the countries in this study. It is quite surprising to find, that the effect of high sexual appeal is greater among high materialism young consumers in Indonesia, a more religious country, compared to young consumer in more liberal France. This study explains why this kind of anomaly could happen.
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