research paper 2 ROUGH DRAFT

research paper 2 ROUGH DRAFT - Running head: SEX APPEAL AND...

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Running head: SEX APPEAL AND INVOLVEMENT 1 The Effects of Sex Appeal and Emotional Involvement on Recall John D. Robinson University of Texas, Austin
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SEX APPEAL AND INVOLVEMENT 2 Abstract Our experiment studied the effects of emotional involvement and sex-appeal of advertisements on brand recall of products. Similar past studies by Stout and Leckenby (1986) and Steadman (1969) determined that participants who were subjectively involved with advertising would recall brands most from nonsexual advertising. We used a field of 29 students who were shown a slideshow of ads that were either of a sexual or non-sexual nature, and presented one group of participants with a subjective questionnaire, and the other with an objective questionnaire asking things about the ads as they were shown, thus subjectively involving one group, and objectively involving the other. Results were not supportive of past studies, and there were no main effects of involvement, appeal, and interaction between the two. Significant effects may have been observed if more time was allotted per advertisement, and if more questions were posed for each ad, to allow a deeper level of involvement. Keywords: sex-appeal, emotional involvement, product involvement, advertising, consumer research
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SEX APPEAL AND INVOLVEMENT 3 Introduction We designed our experiment to examine the effects of sex appeal and involvement in advertisements on working memory recall. The work by Stout and Leckenby(1986) on similar criteria found that when subjects view advertisements and are able to make a personal connection with the ads, they have greater recall of brand names than when no such connection is made. When the subjects were presented advertisements to which they found no personal connection, there was a decrease in the amount of brand retention they were capable of. The researchers hypothesized that subjects who used this descriptive method when viewing ads used too much focus on the aspects of the ad they were analyzing than actually paying attention to what was being advertised, which interfered with the memory of brands. This research supports our hypothesis in that we expect subjectively involved participants to more easily recall brand names. Research by Steadman(1969) found that sexually charged advertisements are more capable of drawing viewers’ attention than non-sexual ads due to their content differences, but it also found that sexual ads tend to distract viewers from brand retention and recall for the same reasons. This also supports our hypothesis that the non-sexual ads will be most recalled.
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This note was uploaded on 06/09/2011 for the course PSY 418 taught by Professor Haley during the Spring '08 term at University of Texas at Austin.

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research paper 2 ROUGH DRAFT - Running head: SEX APPEAL AND...

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