Keywords
consumer attitudes
brand recall
physiological arousal
How to Cite
Abstract
This study aimed to establish the effect of ad with erotic content of a sexual nature on the recall and attitudes toward the ad and the advertised brand, analyzing the physiological activation of individuals and the observed differences between men and women. In addition, the differences in relation to the degree of conservatism of each participant settled. For this, a quasi-experimental study compared two groups, one consisting of 29 men and the other for 29 women developed. Television program was designed consisting in a nature documentary where 3 types of commercial A1 (highly erotic-sexual content), A2 (under erotic-sexual content) and A3 (without erotic-sexual content) were inserted. The commercials were classified according to the categories used by NICAM and the ISFP. The order of appearance of these commercials were combined and the order received each participant was randomly chosen. They were then connected to a polygraph which recorded its physiological activity to the program watching. Once the procedure is completed, a questionnaire was applied to measure memory and attitudes towards trade and off the mark. The results show no significant differences between men and women in physiological arousal against commercial high degree of eroticism and the erotic-sexual content did not contribute significantly improved the brand recall. No differential effects of erotic content depending on the degree of concessionality of participants were observed.
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