Consumer responses to sexual appeals in cross-cultural advertisements

Journal of International Consumer Marketing

Volumn 19, Issue 2, 2006, Pages 29-52

  Garcia, Eli ^a   Yang, Kenneth C C ^b,c  

^a YVASA   (Brazil)

^b UNIVERSITY OF TEXAS AT EL PASO   (United States)

^c NONE   (United States)

Author keywords

Attitudes toward the Ad (Aad); Consumer cultural values; Cross cultural advertising; Experimental design; Sexual appeals; Uncertainty avoidance index (UAI)

Indexed keywords

EID: 33751518172     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1300/J046v19n02_03     Document Type: Article

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