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An Institutional Perspective on Modernization and Sex-appeal Advertising
Chung Leung Luk1; Cheris W.C. Chow2; Wendy W.N. Wan3; Jennifer Y.M. Lai2; Isabel Fu2; Candy P.S. Fong2
2017
Source PublicationASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS
ISSN1355-5855
Volume29Issue:2Pages:220-238
Abstract

Purpose - Building on institutional theory, the purpose of this paper is to propose a framework for analyzing how consumer attitudes toward nudity in ads change as a result of modernization. Modernization is driven by the currents of pluralism and rationalism. The authors highlight the inherent contradiction of these two pillars and how this contradiction results in an inverted-U pattern in the relationship between level of modernization and consumer attitudes toward sex appeals. Consumers' sexual permissiveness and their perceived insufficiency of regulatory control over sexual content in the mass media are the individual-level mediators of the two pillars.

Design/methodology/approach - The data were collected from three Chinese cities at different levels of modernization. A total of 811 college students from the three cities participated in the study.

Findings - The relationship between level of modernization and attitude favorability followed an inverted-U pattern. Female participants in the most modernized city possessed significantly less favorable attitudes to the ads than their male counterparts. Female and male participants were similar in their attitudes in the less modern cities. Sexual permissiveness mediated the relationship between modernization and male participants' attitudes, but not with female participants' attitudes. Perceived sufficiency of regulatory control over sexual content mediated the relationship between modernization and their attitudes among both male and female participants.

Originality/value - The paper makes an empirical contribution by testing the hypotheses regarding consumers responses to sex-appeal advertising with data collected from three Chinese cities at different levels of modernization. Additionally, it offers an institutional perspective on social attitude changes. Social attitude change is of great interest to researchers, but a systematic theoretical analysis is currently lacking.

KeywordChina Attitudes Modernization Nudity Sexual Ads
DOIhttps://doi.org/10.1108/APJML-12-2015-0188
Indexed BySSCI ; SSCI
Language英语
WOS Research AreaBusiness & Economics
WOS SubjectBusiness
WOS IDWOS:000404739600002
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Document TypeJournal article
专题DEPARTMENT OF MANAGEMENT AND MARKETING
Corresponding AuthorCheris W.C. Chow
Affiliation1.Department of Marketing, City University of Hong Kong, Kowloon, Hong Kong
2.Department of Management and Marketing, University of Macau, Taipa, Macau
3.Department of International Business, Tunghai University, Taichung, Taiwan
Corresponding Author AffilicationUniversity of Macau
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Chung Leung Luk,Cheris W.C. Chow,Wendy W.N. Wan,et al. An Institutional Perspective on Modernization and Sex-appeal Advertising[J]. ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS,2017,29(2):220-238.
APA Chung Leung Luk,Cheris W.C. Chow,Wendy W.N. Wan,Jennifer Y.M. Lai,Isabel Fu,&Candy P.S. Fong.(2017).An Institutional Perspective on Modernization and Sex-appeal Advertising.ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS,29(2),220-238.
MLA Chung Leung Luk,et al."An Institutional Perspective on Modernization and Sex-appeal Advertising".ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS 29.2(2017):220-238.
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