The advertising industry was severely impacted by COVID-19. During this global health crisis, advertisers appealed to consumers with health messages. Terror management theory posits that health-related messages can elicit mortality thoughts that will affect consumption behaviors. This study...

Purpose – Sex appeal has been widely used in most countries. However, little is known about consumers' responses to sex appeal advertising in different cultures. The purpose of this paper is to examine the effect of sex appeal on ad and brand evaluation among Australian, Chinese and US...