Attitude of Muslim Consumers Toward Sex Appeal in Advertising: A Comparative Study Between Subcultures 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: | , |
|---|---|
| Format: | Journal Article |
| Published: |
Routledge
2014
|
| Online Access: | http://hdl.handle.net/20.500.11937/53271 |
| _version_ | 1848759105343193088 |
|---|---|
| author | Rageh, Ahmed Melewar, T. |
| author_facet | Rageh, Ahmed Melewar, T. |
| author_sort | Rageh, Ahmed |
| 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 | 2025-11-14T09:54:35Z |
| format | Journal Article |
| id | curtin-20.500.11937-53271 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:54:35Z |
| publishDate | 2014 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-532712017-10-06T06:25:50Z Attitude of Muslim Consumers Toward Sex Appeal in Advertising: A Comparative Study Between Subcultures in Malaysia Rageh, Ahmed 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/20.500.11937/53271 10.1080/10496491.2014.946204 Routledge restricted |
| spellingShingle | Rageh, Ahmed Melewar, T. Attitude of Muslim Consumers Toward Sex Appeal in Advertising: A Comparative Study Between Subcultures in Malaysia |
| title | Attitude of Muslim Consumers Toward Sex Appeal in Advertising: A Comparative Study Between Subcultures in Malaysia |
| title_full | Attitude of Muslim Consumers Toward Sex Appeal in Advertising: A Comparative Study Between Subcultures in Malaysia |
| title_fullStr | Attitude of Muslim Consumers Toward Sex Appeal in Advertising: A Comparative Study Between Subcultures in Malaysia |
| title_full_unstemmed | Attitude of Muslim Consumers Toward Sex Appeal in Advertising: A Comparative Study Between Subcultures in Malaysia |
| title_short | Attitude of Muslim Consumers Toward Sex Appeal in Advertising: A Comparative Study Between Subcultures in Malaysia |
| title_sort | attitude of muslim consumers toward sex appeal in advertising: a comparative study between subcultures in malaysia |
| url | http://hdl.handle.net/20.500.11937/53271 |