Subjects: Psychology >> Management Psychology submitted time 2023-06-15
Abstract： Imbuing sexual content in advertising is a commonly used brand strategy. The forms of sexy marketing have become increasingly complex with the advancement of technology. Existing studies often equate sexiness solely with sexual mentality, and the sexiness-related literature is scattered across fields such as physiology, sociology, and psychology, with no systematic framework The contribution of our paper is three-fold: first, we provide a comprehensive theoretical framework of sexual advertisements includes the definition and classification of sexual advertisements, as well as the positive and negative effects that follow; second, the psychological mechanisms including consumer cognition, physiological motivation, sexual self-schema, and social presence are also addressed in our framework; third, we conclude that the effect of sexual advertisements is moderated by product type, advertising context, and individual traits. This paper provides theoretical value to marketing scholars, as well as practical value to brands that intend to grow through sexual advertisements.
Subjects: Psychology >> Management Psychology submitted time 2020-12-05
Abstract： The visual design of texts and wordmarks plays an important part in marketing communication. It directly affects consumers first impression of the brand. The importance of text is not only reflected in the readability of the content, but also in consumers perception and response. Despite the importance of typefaces, surprisingly little research is done on this topic. Existing literature is largely scattered in different fields such as linguistics, design and psychology. There exists conflicting conclusions which lack the support of integrated framework. The current review thus attempts to fill in this gap by providing a systematic framework of the typeface effect. In the first part of this paper, we collected literature regarding the categorization and definition of typefaces. In the second part, we focused on the influence of typefaces on consumer perception and behavior, as well as the three major psychological mechanisms of the typeface effect, namely, appropriateness, perceptual memory and perception of human presence. In addition, we discussed how typefaces are regulated by consumer characteristics, product types, and external environment. Last but not least, we provided insight into the theoretical and managerial value of typefaces in marketing, and also the potential topics for future studies. " " " "
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