Research Sequential Relationship of Appeal, Attitude, Ethical Judgement and Purchase Intention a A SEM Analysis

P. Shanthi
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S.Thiyagarajan
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Research Sequential Relationship of Appeal, Attitude, Ethical Judgement and Purchase Intention a A SEM Analysis

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Abstract

The use of sex appeal in advertisements is widely preferred by marketers around the globe as they believe ‘sex sells’. Less Academic attention is devoted to explain how an appeal like sex works among Indian audience and what are the mediating variables aid in the process of persuasion. This study aims at empirically investigating the complex relationship as well as the sequential effect of ‘Sex appeal → Attitudes toward the Ad → Ethical Judgment toward the Ad → Purchase intention’. The research was executed on a sample of 560 respondents from in and around Tamil Nadu and Pondicherry using non-probability Convenience sampling method. Structural Equation Modeling technique (SEM) was employed to examine the complex relationship between variables and Hypotheses. Results indicate Sex appeal advertisements lead to favourable attitude, which in turn influence Ethical Judgment and Purchase Intention.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

P. Shanthi, S.Thiyagarajan. 2013. "Research Sequential Relationship of Appeal, Attitude, Ethical Judgement and Purchase Intention a A SEM Analysis". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 13 (GJMBR Volume 13 Issue E4).

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords
Attitudeethical judgmentpurchase intentionSEMsex appeal
Classification
GJMBR-E Classification FOR Code: D47
  • Submission ReceivedDecember 14, 2012
  • Peer Review Double Blind
    Handling Editor
  • Accepted January 2, 2013
  • Published January 15, 2013
Version of record

v1.2

Issue date
May 2, 2013

Language
English
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Research Sequential Relationship of Appeal, Attitude, Ethical Judgement and Purchase Intention a A SEM Analysis

P. Shanthi
P. Shanthi
S.Thiyagarajan
S.Thiyagarajan
  • Submission ReceivedDecember 14, 2012
  • Peer Review Double Blind
    Handling Editor
  • Accepted January 2, 2013
  • Published January 15, 2013