Advertising Impact on Consumer Choice

Customer attitudes and advertising strategies intersect in marketing research, influencing consumer behavior. This connection is crucial because it highlights how consumer perceptions are shaped by advertisements, which, in turn, influence purchase intentions (Ha, John, Janda & Muthaly, 2011; MacKenzie & Lutz, 1989; Mehta, 2000; Mittal, 1994; O’Donohoe, 1995). Understanding attitudes towards advertising involves recognizing a learned predisposition to respond consistently to advertising in a positive or negative manner (Lutz, 1985). Attitudes are not static; they are shaped by emotional responses and cognitive evaluations of advertisements (Kursan Milakovic & Mihic, 2015).

The impact of advertising on consumer attitudes is substantial, as it significantly shapes perceptions of products, services, and brands (Schiffman, Wisenblit & Kanuk, 2010).

Influence of Advertising on Consumer Attitudes

Advertising plays a pivotal role in forming consumer attitudes towards brands and products. According to Kursan Milakovic and Mihic (2015), attitudes towards advertising influence brand recall and recognition, as well as beliefs about a brand's attributes. MacKenzie and Lutz (1989) also highlight the strong connection between consumer attitudes and purchase intentions. Brand attitude encompasses an individual's positive or negative evaluation, emotional response, and behavioral tendency towards an advertisement or brand (Kotler, Bower & Makens, 1999). Therefore, brand attitudes, both positive and negative, significantly influence purchase intentions (Faircloth, Capella & Alford, 2001; Keller, 1993). Research has shown that the use of sexual content in advertising can have both positive and negative effects on consumer attitudes and purchase intentions (LaTour, 1990; LaTour & Henthorne, 1993; Lysonski, 2005; Peterson & Kerin, 1977; Reichert, LaTour & Ford, 2011; Stankiewicz & Rosselli, 2008; Wirtz, Sparks & Zimbres, 2018).

Sexism in Advertising

The depiction of sexual objectification and stereotypes in advertising has been a subject of extensive research since the mid-nineteenth century (Black & Morton, 2017; Reichert, Lambiase, Morgan, Carstarphen, & Zavoina, 1999; Vezich, Gunter & Lieberman, 2017; Wirtz, Sparks & Zimbres, 2018). Soley and Kurzbard (1986) observed an increase in the use of sexual content in advertisements, becoming more explicit over the years. The notion that "sex sells" has been prevalent, with research showing a significant increase in depictions of male/female contact in advertisements from 1964 to 1984 (Severn, Belch & Belch, 1990). In Malaysia, the prevalence of sexist advertisements has also risen, with companies like AirAsia and FireFly utilizing sexual objectification to attract attention (Udejinta, 2015). However, the ethicality and effectiveness of such ads remain contentious (LaTour & Henthorne, 1994).

Impact of Sexist Advertising on Society

Sexist advertising perpetuates harmful stereotypes, influencing societal perceptions and behaviors. In Malaysia, such advertisements contribute to stereotyping women and increasing sexism (Drury & Kaiser, 2014). Infanger, Bosak, and Sczesnys’ (2012) research indicates a preference for traditional depictions of women over empowering ones, which reflects the societal challenges women face in achieving equality. However, the rise of "femvertising" in Western societies, which portrays women in more empowering roles, suggests a shift in societal norms (Åkestam, Rosengren & Dahlen, 2017; Grau & Zotos, 2016). Despite this, the use of women as sex objects in advertisements remains prevalent, highlighting the need for brands to consider the content of their promotions (Kirmani & Yi, 1991).

Consumer Attitudes and Purchase Intentions

Consumer attitudes towards sexist advertising vary, with some studies indicating positive responses due to increased attention and recall (Reichert, LaTour & Ford, 2011; Wirtz, Sparks & Zimbres, 2018). Conversely, other research suggests negative responses, especially when sexual content is excessive or inappropriate (Alexander & Judd, 1978; Huhmann & Limbu, 2016; Parker & Furnham, 2007). The congruence between the product and the sexual content depicted in advertisements plays a crucial role in shaping consumer attitudes (Orth & Holancova, 2004). Advertisements that align with the product's nature are more likely to be received positively, whereas incongruent ads can lead to negative perceptions (Sherman & Quester, 2005).

Cultural Influences on Perceptions of Sexism

Cultural factors significantly influence perceptions of sexism in advertising. Different cultures have varying views on what constitutes sexism, making it challenging for advertisers to navigate these distinctions (Lipman, 1991; Khandeparkar & Motiani, 2017). In Malaysia, a country influenced by both Westernization and its Asian heritage, responses to sexist advertising are mixed (Dunning & Hamdani, 1997; Fang, 2006). This duality complicates the effectiveness of sexist advertisements on consumer attitudes and purchase intentions in Malaysia.

Conclusion

In conclusion, the interplay between consumer attitudes, purchasing goals, and advertising is complex and multifaceted. While advertising significantly influences consumer perceptions and purchase intentions, the use of sexist content in ads remains a contentious issue. The impact of such advertising varies across cultures, with some consumers responding positively and others negatively. As societal norms continue to evolve, it is imperative for advertisers to consider the ethical implications and potential societal harm of their content. Understanding the nuanced effects of advertising on consumer attitudes and behaviors is crucial for developing effective, ethical marketing strategies that resonate with diverse audiences.

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