We explore females' reactions to a sexually-themed advertising with regards to a key personality variable — sexual self schema (SSS). In extant research, SSS has largely had a positive impact on females’ reactions to sexual advertisements. We further explore this dynamic by considering the...

We explore females' reactions to a non-explicit, but still sexually-themed, advertisement. Specifically, we consider the role of female sexual self schema (SSS) in the identification of the level of sex present in such an advertisement, and then resultant effects on attitudes and purchase...