A correlational study on self-congruity, suggestive advertisements and purchase intention

Date of Publication

2013

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Psychology

Subject Categories

Psychology

College

College of Liberal Arts

Department/Unit

Psychology

Thesis Adviser

Adrianne John Galang

Defense Panel Member

Homer Yabut

Abstract/Summary

In the field of advertising, sex is usually used as a technique to sell products. This paper aims to further discuss how the sexual self-concept influences the purchase intentions of consumers through the type of advertisement used. Three motives of the sexual self-concept will be focused on-sexual self-efficacy, sexual self-esteem and the sexual self-motivation of the consumers. 220 students from De La Salle University were asked to complete a survey composed of the Multidimensional Sexual Self-Concept Questionnaire and a scale that measures their purchase intention. Factorial Repeated Measures was used in order to generate the correlation between the sexual self-concept and the purchase intention of the consumers. Male participants who scored high on the sexual self-concept preferred suggestive types of advertisements that are non-suggestive which can be explained by self-referencing and the Sexual Objectification Theory.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU19747

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

92 leaves ; 28 cm.

Keywords

Brand name products; Advertising campaigns-- Evaluation; Consumers' preferences

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