Main Article Content
The impact of sex appeal in advertisement on consumer psychology with reference to personal care products is the focus of this study. Sex in advertising is a common phenomenon to all products of the market. However, the effect of sex appeal in advertising on consumer psychology has not been widely researched so far. Gender is one of the concepts studied in the present research, because this factor plays a role in the effects of sex appeal on consumer behaviour. In turn, it is expected that sex appeal brings a brand to its consumers more easily, thus affects their perception of product quality and purchase intention. The concept of gender encompasses an individual's emotional and behavioural characteristics most commonly attributed to biological differences between men and women. The research aims to apply empirical methodology in order to clarify which components make up the Sex Appeal concept and their relations with product categories. This way, future studies can be developed based on previous results and insights. The study is based on a sample of 108 consumers across of personal care products. The results of the study show that sex appeal played a role in consumer decision-making with more importance on the purchase of personal care products. It is also found that sex appeal affected the level of purchase intention and is more important in relation to personal care products.