TITLE

Vanity and Advertising: A Study of the Impact of Appearance-Related, Sex, and Achievement Appeals

AUTHOR(S)
Watson, John J.; Rayner, Ruth S.; Lysonski, Steven; Durvasula, Srinivas
PUB. DATE
January 1999
SOURCE
Advances in Consumer Research;1999, Vol. 26 Issue 1, p445
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The purpose of this study was to determine if individual levels of vanity are related to consumer evaluations of advertising. Using three specific advertising appeals (i.e., appearance, sex, and achievement), attitudes toward the ad and thoughts elicited by the advertisement were measured and compared across high and low vanity groups. Findings indicate that consumers with high levels of vanity not only rate advertisements using achievement, sex, and appearance- related appeals more favorably than consumers with low levels of vanity, but the thoughts that these advertisements elicit are significantly more positive for consumers with high levels of vanity. This study extends the consumer behavior research on vanity, and the results of the study have implications for marketers designing promotional communication for specific target markets.
ACCESSION #
6686319

 

Related Articles

  • Perspectives From Industry and Academic Research on Elderly Adults' Responses To Advertising. Cole, Catherine A. // Advances in Consumer Research;1991, Vol. 18 Issue 1, p515 

    The article discusses the outcome of a consumer research session to conducted to discuss developments in advertising to the elderly market. It focuses on ways in which the cognitive, affective and behavioral responses of the elderly differ and resemble those of younger adults. Generalizations on...

  • Approaches to the Study of Consumer Behavior in Late Life. Moschis, George P. // Advances in Consumer Research;1991, Vol. 18 Issue 1, p517 

    The article focuses on approaches to the study of the consumer behavior of older adults. The approaches can be considered as traditional or humanistic theories. Traditional theories can be classified as a biological phenomena, a psychological development or social aging. The humanistic theories...

  • Taking the Next Step to Gain Insight. Dominiak, Mark // Television Week;3/5/2007, Vol. 26 Issue 10, p16 

    The article focuses on the need for media planners to understand particular behaviors and activities of target markets. The author pointed out that real insight into the behavior of consumers flows from connectedness and community. He stressed that in the same manner that older adults invest in...

  • PART VII: ADVERTISING ANALYSES: 32. ONLINE BEHAVIORAL TARGETING. Miller, Richard K.; Washington, Kelli // Entertainment, Media & Advertising Market Research Handbook;2013, Issue 13, p198 

    This section deals with the trends in online behavior targeting (BT) or Internet-based advertising in the U.S. BT is being defined as the practice of seeking out consumers based on where they go and what they do, while online BT refers to the alignment of advertisements with Internet users whose...

  • Widening the net. Goff, Clare // New Media Age;10/5/2006, p21 

    This article discusses the evolvement of the concept of behavioral targeting. The deal between Revenue Science, which specializes in behavioral targeting techniques for online publishers, and Advertising.com, which runs the biggest online ad network in Great Britain, led to the development and...

  • Refining a Multidimensional Profile for Television Commercials: An Application of Target Analysis. Zinkhan, George M.; Burton, Scot // Advances in Consumer Research;1989, Vol. 16 Issue 1, p711 

    A survey was conducted to determine the dimensions which underlie consumer responses to television advertising. Fifteen groups of 46 subjects were each exposed to a different target commercial for a total of 690 ad exposures. One group of subjects rated ads using Leavitt's multidimensional...

  • Projective Profiling helps reveal buying habits of 'power segments'.  // Marketing News;8/28/1987, Vol. 21 Issue 18, p10 

    The article offers information on Project Profiling, a marketing segmentation technique which would help researchers determine the maximum breadth of potential segments and understand the ideas and values that drive each segment. This technique involves generating hypothetical profiles of all...

  • Two Pornographies: A Feminist View of Sex in Advertising. Stern, Barbara B. // Advances in Consumer Research;1991, Vol. 18 Issue 1, p384 

    This paper presents the feminist concept of two pornographies, one for men, and one for women. It first distinguishes between them, and then presents the themes, characteristics, and underlying values of soft-core pornography known as the "women's romance." Next, it analyzes an advertisement to...

  • Trends, where to go?  // B&T Weekly;6/25/2004, Vol. 54 Issue 2477, Influencing men p9 

    Presents views on the current and future trends in marketing to men in Australia. Demand of men for a greater range of products and services which cater to their needs; Change in the attitude of men towards products; Recommendation for a growth in the quality and quantity of brand advertising.

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sign out of this library

Other Topics