Exploring the impact of sexual content and sexual self-schema on advertising effectiveness of Female consumers: a conceptual framework

A lack of understanding exists regarding the influence that varying levels in the intensity of sexual content as perceived by female consumers in conjunction with the influence of a female consumer’s sexual self-schema has on consumer behaviour. This paper presents a theoretical framework for investigating the evaluation of advertising employing sexual appeals by female consumers. The framework posits that perceptions of high use of sexual content negatively influence female consumers’ attitudes and purchase intentions, and that the proposed relationships are moderated by a female consumer’s sexual self-schema. Propositions to guide future research and implications for theory and practice are also presented