Attitude of Muslim consumers towards sex appeal in advertising: A comparative study between sub-cultures in Malaysia
This research was designed in order to explore the subculture differences in Malaysian consumers’ responses to sex appeal advertising. This study employs a 2 × 2 × 2 full factorial between subjects design. There are two levels of model gender (male/female), two levels of sex appeal (high/low), and t...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Routledge
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/30646 |
| _version_ | 1848753147280883712 |
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| author | Ismail, A.R. Melewar, T. |
| author_facet | Ismail, A.R. Melewar, T. |
| author_sort | Ismail, A.R. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This research was designed in order to explore the subculture differences in Malaysian consumers’ responses to sex appeal advertising. This study employs a 2 × 2 × 2 full factorial between subjects design. There are two levels of model gender (male/female), two levels of sex appeal (high/low), and two levels of religion of the subjects (Muslim/non-Muslim). When comparing Muslims and non-Muslims in the responses to the ads, it was generally found that Muslim subjects’ attitudes were significantly lower than non-Muslims attitudes toward the same ads. Future research should adopt a more representative sample and test different product categories. |
| first_indexed | 2025-11-14T08:19:53Z |
| format | Journal Article |
| id | curtin-20.500.11937-30646 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:19:53Z |
| publishDate | 2014 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-306462017-09-13T15:08:24Z Attitude of Muslim consumers towards sex appeal in advertising: A comparative study between sub-cultures in Malaysia Ismail, A.R. Melewar, T. This research was designed in order to explore the subculture differences in Malaysian consumers’ responses to sex appeal advertising. This study employs a 2 × 2 × 2 full factorial between subjects design. There are two levels of model gender (male/female), two levels of sex appeal (high/low), and two levels of religion of the subjects (Muslim/non-Muslim). When comparing Muslims and non-Muslims in the responses to the ads, it was generally found that Muslim subjects’ attitudes were significantly lower than non-Muslims attitudes toward the same ads. Future research should adopt a more representative sample and test different product categories. 2014 Journal Article http://hdl.handle.net/20.500.11937/30646 10.1080/10496491.2014.946204 Routledge restricted |
| spellingShingle | Ismail, A.R. Melewar, T. Attitude of Muslim consumers towards sex appeal in advertising: A comparative study between sub-cultures in Malaysia |
| title | Attitude of Muslim consumers towards sex appeal in advertising: A comparative study between sub-cultures in Malaysia |
| title_full | Attitude of Muslim consumers towards sex appeal in advertising: A comparative study between sub-cultures in Malaysia |
| title_fullStr | Attitude of Muslim consumers towards sex appeal in advertising: A comparative study between sub-cultures in Malaysia |
| title_full_unstemmed | Attitude of Muslim consumers towards sex appeal in advertising: A comparative study between sub-cultures in Malaysia |
| title_short | Attitude of Muslim consumers towards sex appeal in advertising: A comparative study between sub-cultures in Malaysia |
| title_sort | attitude of muslim consumers towards sex appeal in advertising: a comparative study between sub-cultures in malaysia |
| url | http://hdl.handle.net/20.500.11937/30646 |