Investigating Effects of Personality Characteristics on Responses toward Sexual Appeals in Advertising and Brand by Using the BFF Model

The purpose of this article was to indicate personality roles in reaction to sex appeals in advertising and brand. Previous studies have tested the effects of traits such as extroversion, affection stability, and openness. Australia, and this research tested these effects in Iran by adding two variables (i.e., romanticism and fear) to the BFF model. The research used an experimental plan by compounding the two additional factors. Sex, level of sex appeal (at two levels) and participants with these characteristics served as were mediating factors. Product relation to appeals served as an internal factor under investigation. The researchers selected samples from among 384 undergraduate students randomly selected for average and intense appeals. The results demonstrated that extroversion, openness, romanticism and fear directly affected reactions to advertisement according to the tendency of the advertisement. The findings suggested that strong sex appeals should not be used for introverts, or shy and quiet persons. This research examined the effects of individual differences in reactions to advertisements, making it the first and most comprehensive research to indicate effects of personal characteristics on sex appeal.

Advertisements, Personality, Arousal, Experimental Plan, Individual Behavior, Romanticism