Abstract Ads making use of sexual appeals have the potential to attract attention, but they also run the risk of offending viewers. In this paper, two studies were performed to explore consumers’ third-person perceptions of sexual appeals in advertising for hedonic and utilitarian products. This research examined whether the third-person perception mediates the relationship between attitude toward the ad and purchase intention. We also examined whether these relationships are contingent on attitude toward sexual stimuli (positive vs. negative). Canadian (N = 400) and Turkish (N = 400) undergraduate students participated in each study. Findings consistently demonstrate that third-person phenomenon was supported in each study. The exact form of the third-person perception, however, differs across product types and cultural contexts. Also, attitude toward ads significantly affects third-person perception. In turn, third-person perception significantly affects both purchase intention on self and purchase intention on others. Furthermore, these relationships are contingent on the attitude toward sexual stimuli.

中文翻译：

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在享乐主义和功利主义产品广告中对性诉求的第三人称视角

利用性吸引力的抽象广告有可能吸引人们的注意，但同时也冒着冒犯观众的风险。在本文中，进行了两项研究，以探索消费者对享乐主义和功利主义产品广告中性吸引力的第三人称视角。这项研究调查了第三人称感知是否介导了广告态度与购买意愿之间的关系。我们还检查了这些关系是否取决于对性刺激的态度（正面与负面）。加拿大（N = 400）和土耳其（N = 400）的本科生参加了每个研究。研究结果一致表明，每项研究均支持第三人称现象。但是，第三人称感知的确切形式因产品类型和文化背景而异。也，对广告的态度会严重影响第三人称感知。反过来，第三人称感知则显着影响对自己的购买意愿和对他人的购买意愿。此外，这些关系取决于对性刺激的态度。