In China, Can Sex Appeal for a Low Involvement Product Increase the Chances of it Being Purchased?
Miller, Chip E.
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Globalization has helped mold China into the economic leader that it is today. Despite the country‘s growing economic ties, Chinese culture remains unique, making it difficult for foreign firms to effectively communicate their message. Sex appeal, one of the most notoriously used marketing tools, is used to communicate to Chinese consumers. As a result, many research studies have examined Chinese consumers‘ attitude towards foreign advertisements with sex appeal. However, few studies have examined the Chinese consumers‘ behavior towards foreign advertisements with sex appeal – especially buying intentions. This study suggests that Chinese consumer behavior is a more relevant topic for global marketers to understand. Given the astronomical amount of business going into China today, the findings in this study help global marketers determine: Can sex appeal for a low involvement product increase the chances of it being purchased?