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4.2c Differential Influence of Feminist Perspectives on Evaluative Responses to Female Nudity in Advertising
Abstract
Previous studies indicate that US consumers’ feminist attitudes can positively influence their evaluations of sexual images of women in advertisements. This study sought to test the generalizability of that finding with a test in a different cultural background among Korean consumers. Furthermore, this study investigated how consumers’ diverse feminist perspectives influence evaluative responses to sexually explicit advertisements. The results reaffirmed the positive effect of feminist attitude in general. In addition, further analyses found that while consumers’ liberal feminism, cultural feminism, and conservatism perspectives positively predicted the evaluative responses, radical feminism perspective produced negative predictive effects. These findings, which advance previous research, provide several implications for theory and practice, as well as suggestions for future research.
First & Corresponding Author
Hojoon Choi, University of Houston
Authors in the order to be printed.
Hojoon Choi, University of Houston; Kyunga Yoo, KT Corporation