The Effect of Personality on Response to Sexual Appeals

@inproceedings{Black2010TheEO,
  title={The Effect of Personality on Response to Sexual Appeals},
  author={Iain F. S. Black and George C. Organ and Peta Morton},
  year={2010}
}
Purpose – This paper aims to examine the role of personality in how people respond to sexual appeals in advertising. The impact of three traits (extraversion, neuroticism and openness) was tested.Design/methodology/approach – A mixed‐factor experimental design was used. Gender, level of sexual appeal (manipulated over two levels) and participants' standing on each of the three personality trait scales were the between‐subjects factors. Relevance of the product to the appeal, which was also… CONTINUE READING

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