How Sensitive are Indonesian Customers to Sexual Appeal Advertising? (A Study of the Axe TV Commercial, “Heaven on Earth”)

摘要: Previous studies have shown somewhat of a contradiction in the effect sexual appeal advertising on purchase intention. This research aims to examine from an Indonesian perspective consumer response and subsequent intention toward products advertised. Through advertising, companies seek be seen as providers creative innovative products. Therefore company success increasingly relies appeal. One these appeals is that considered uniquely able attract attention consumers strengthen brand with favorable associations. Such eventually influences decisions stimulates uses quantitative methods through survey simple regression analysis. Samples included 120 heterosexual men 15-24 year age group who reside Indonesia’s third largest city, Bandung. Results show AXE positive after watching “Heaven Earth” advertisements series strongly positive. Sexual statistically significant consumers’ intentions. DOI: 10.5901/mjss.2015.v6n2s5p149