A study on young consumers’ buying attention towards sex appeal advertising / Nurul Izzati Mohd Usman

Mohd Usman, Nurul Izzati (2016) A study on young consumers’ buying attention towards sex appeal advertising / Nurul Izzati Mohd Usman. [Student Project] (Unpublished)

Abstract

In this particular study, the research is purposely narrowing down to a narrow sample group of young consumers’ and it is specifically focus on age between 18 years old until 26 years old. The main study of this research is to identify the dimension that influences the young consumers’ buying intention and to determine the relationship between the dimensions among young consumers’ buying intention. There are five independent variables to be analyzed. The variables are known as (1) Nudity, (2)Sexual behaviours, (3) Physical attractiveness, (4) Sexual referents and (5) Sexual embeds (Lambiase and Reichert, 2003). This research also wanted to study the impact of the sex appeal advertising on young consumer buying intention.

Metadata

Item Type: Student Project
Creators:
Creators
Email / ID Num.
Mohd Usman, Nurul Izzati
2013602718
Subjects: B Philosophy. Psychology. Religion > BF Psychology > Perception
H Social Sciences > HB Economic Theory. Demography > Consumption. Demand (Economic theory)
H Social Sciences > HF Commerce > Advertising
H Social Sciences > HF Commerce > Advertising > Women in advertising
Divisions: Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus > Faculty of Business and Management
Programme: Bachelor of Business Administration with Honours (Marketing)
Keywords: Consumers' buying intention, Advertising
Date: January 2016
URI: https://ir.uitm.edu.my/id/eprint/42919
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