Kvazieksperimentalni pristup analizi apela na seks i korištenja spola u oglašavanju – dokazi iz Brazila

Autor: Feitosa, Willian, Lourenço, Carlos Eduardo, H. Rezende, Lígia, Saeki Sunago, Noemi, Costa e Silva, Susana
Rok vydání: 2021
Předmět:
Zdroj: Market-Tržište
Volume 33
Issue Special Issue
ISSN: 1849-1383
0353-4790
DOI: 10.22598/mt/2021.33.spec-issue.67
Popis: Svrha - Upotreba apela na seks u oglasima česta je praksa u promociji i njezina se prihvaćenost može razlikovati od kulture do kulture. U posljednjih je dvadeset godina procjenjivana na nekoliko tržišta uključujući i Brazil gdje je provedeno ovo istraživanje. Svrha je rada izmjeriti u oglasima koliko apel na seks utječe na potrošače uspoređujući ulogu spola i percepcije o idealiziranim tijelima modela. Metodološki pristup - Provedena su dva kvazieksperimenta korištenjem podataka iz neprobabilističkog uzorka prikupljenih putem online upitnika. Ove studije razmatraju učinak upotrebe apela na seks u oglasima. U prvoj se koriste oglasi za teretanu za usporedbu stavova i namjere kupnje između muškaraca i žena. U drugoj se procjenjuje korištenje ženskih modela s idealiziranim ili bez idealiziranog izgleda u oglasima za pivo. Rezultati i implikacije - Uočeno je da su oglasi s manje izraženim apelom na seks bolje ocijenjeni, ali među onima s izraženijim apelom na seks, muškarci ocjenjuju bolje oglase sa ženskim modelima koji posjeduju karakteristike koje se uobičajeno smatraju privlačnima. Međutim, žene bolje ocjenjuju oglase sa ženskim modelima i bez obilježja koja se uobičajeno smatraju privlačnim. Stoga se zaključuje kako spol može utjecati na format oglašavanja koji bi poduzeća trebala koristiti. Ako se fokusiraju na žene kao ciljnu skupinu, bolje je koristiti modele koji nemaju „idealne“ karakteristike, dok kod muškaraca suprotno može imati značajniji učinak. Ova očito nedosljedna perspektiva pristranosti na temelju spola presudno je pitanje za menadžere i znanstvenike. Ograničenja - Istraživanje je temeljeno na ograničenom skupu podataka - brazilski ispitanici. Korišteni je uzorak prigodan i nije zasnovan na vjerojatnosti. Doprinos - Ovo je prvo istraživanje koje koristi kvazieksperimentalni pristup povezujući stavove spolova o markama i oglasima s idealiziranim tijelima modela i učinke apela na seks na oglase.
Purpose – The use of sexual appeal in advertisements is a common practice in promotion, and its acceptance can vary throughout cultures. In the last twenty years, its use has been evaluated in several markets, including Brazil, where this research study was undertaken. The purpose of the study is to measure the effects of sexual appeal in advertisements on consumers, comparing the role of gender and perceptions about models’ idealized bodies. Design/Methodology/Approach – Two quasi-experiments were conducted on a dataset obtained from a non-probabilistic sample using online questionnaires. Both studies consider the effect of using sexual appeal in advertisements. The first used gym advertisements to compare the attitudes and purchase intention between men and women. The second assessed the use of female models with and without idealized appearance in beer advertisements. Findings and implications – It was observed that advertisements with low sexual appeal resulted in better evaluations; however, those with a higher level of sexual appeal were better evaluated by men if containing female models with characteristics typically considered to be attractive. On the other hand, women rated more highly the ads using female models with no features commonly regarded as attractive. Thus, it was concluded that gender can influence the advertising format to be adopted by companies: in the case of a female target audience, it is probably better to use models without “ideal” characteristics, but the opposite may have a more significant effect when it comes to a male target audience. This clearly incongruent perspective – gender-based bias – is a critical issue for managers and researchers. Limitations – This study only focused on a narrow dataset made up of Brazilian respondents, which was used as a non-probabilistic, convenience sample. Originality – This study is the first to use a quasi-experimental approach, connecting gender attitudes to brands and ads to bodies of idealized models and sexual appeal effects in ads.
Databáze: OpenAIRE
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