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• W3121574169 abstract "ABSTRACTThis paper explores the reactions and responses of Muslim consumers to advertisements that include sexuality. Specifically, it seeks to answer the following questions: What do Muslim consumers think about the advertisements that include sexuality? How does sexual content of ads influence their behavior? What might be the mechanism that explains the behavioral process? This study utilizes exploratory research methods to answer these questions. It suggests that Muslim consumers tend to develop negative attitude toward the advertisements that include sexuality. They may also develop negative attitude toward the brands in these ads, and toward the firms that own these brands, a process explained by halo effect. Furthermore, they tend to take some measures in order to prevent both themselves and their children from being exposed to these ads. This paper argues that the concept explains Muslim consumers' responses to sexuality in ads.JEL: M37KEYWORDS: Advertising, sexuality, Muslim consumers, personal modestyINTRODUCTIONThe use of sexuality in ads and its effects on consumer behavior have been a matter for discussion among researchers. Some (e.g. Smith et al., 1995; Reichert, 2002; Treise and Weigold, 1994) have found that advertisements which include sexuality may negatively influence consumer behavior; on the other hand, others (e.g. Reichert et al., 2001; Dudley, 1999) have shown that sexuality in ads may positively affect consumer behavior. Research (Reichert, 2002) suggests that religious preference is one of the most important factors that influence individuals' reactions to sexuality in advertisements. Given the importance of conservatism, personal modesty, the value of women and raising moral and righteous children in Muslim community, it emerges as important questions to explore what Muslim consumers think about and how they react to advertisements that contain sexuality. Furthermore, given the significant number of Muslim population in the world, which is gradually increasing, and the widespread use of sexuality in ads, it becomes more important to explore the aforementioned questions.This study aims at exploring how Muslim consumers react and respond to ads that include sexuality. Specifically, it seeks to answer the following questions: What might be the outcomes of sexual advertisements, when it comes to Muslim consumers? What might be the mechanism that explains Muslim consumers' reactions to ads that include sexuality? What explains their reactions and responses?For these purposes, this paper firstly offers a brief review of literature on sexuality in advertisements and personal modesty in Islam. Secondly, it introduces the exploratory research findings along with the proposed mechanism that explains the behavioral process. Finally, it discusses the contributions and future research.LITERATURE REVIEWSexuality in AdvertisementsIn recent years, there has been an increase in the use of sexuality in advertising. Human body has been abused in advertisements and provocatively used to sell products (Heller, 2000). Sexual appeals in advertisements consist of a variety of elements and are generally presented in visual elements such as attractive models (Gould, 1994). An analysis reveals that common forms of sexual content include the followings: nudity (dress), physical attractiveness, seductive behavior and interaction, innuendo, and other factors such as setting, context and camera effects (Reichert, 2002). Lambiase and Reichert (2003) suggest that there are five types of sexual information in ads: Nudity, sexual behavior, physical attractiveness, sexual referents, and sexual embeds. Ramirez and Reichert (2000) propose that physical characteristics are perceived as the most sexual in an advertisement and the sub-categories of these characteristics are clothing, attractiveness and body.In many advertisements, women are used as a marketing instrument that exists to satisfy men's sexual desires (Bayraktar, 2011). …" @default.
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• W3121574169 date "2012-01-01" @default.
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• W3121574169 title "DOES SEXUALITY IN ADS WORK FOR EVERYONE: MUSLIM CONSUMERS' REACTIONS TO SEXUALITY IN ADS" @default.
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