Sexual appeal in print media advertising: effects on brand recall and fixation time

Author(s)

Fidelis, Bruno Tomaselli ^[1] ; Caldeira Oliveira, Jorge Henrique ^[1] ; Engracia Giraldi, Janaina de Moura ^[1] ; Joaquim Santos, Rene Oliveira ^[1]

Affiliation

^[1] Univ Sao Paulo, Campus Ribeirao Preto, Ribeirao Preto - Brazil

• Document type: Journal article
• Source: RESEARCH JOURNAL OF TEXTILE AND APPAREL; v. 21, n. 1, p. 42-58, 2017.
• Web of Science Citations: 1

Abstract

Purpose - The purpose of this paper is to examine the influence of sexual appeal in print media on consumers' brand recall. More specifically, the differences between the fixation time on the ``image{''} and ``logo{''} elements in advertisements, with and without sexual appeal, were verified. Design/methodology/approach - The correct research is experimental in nature, and divided into three stages: choosing the print advertisements to be viewed by the participants with eye tracking, capturing participants' eye movements using a special eye tracking equipment and completing the questionnaire for calculating the number of brands recalled by the participants. Findings - The authors have identified that there are no statistically relevant differences between the number of brands recalled, whether the advertisement does or does not have any sexual appeal. Practical implications - The use of sexual appeal in advertisements on print media must be made with caution, and several implications for the textile and apparel industry are expressed in the conclusions. Originality/value - The study's relevance is threefold: the authors present more recent results about the relationship between sexual appeal and brand recall, as the most recent research study of a similar type was published in the late 1990s; they adopt key concepts from the neuromarketing field in an attempt to connect memory with the capacity of different components of the advertisements, to attract the visual attention of consumers; and they present results for three different product categories (alcohol, apparel and perfume). (AU)

• FAPESP's process: 14/22576-4 - Cognitive neuroscience and the role of dual cognitive processing, of emotional engagement and selective visual attention: a study of brands and consumer behavior from the point of view of sustainable consumption
• Grantee: Jorge Henrique Caldeira de Oliveira
• Support Opportunities: Regular Research Grants