INFLUENCE OF CAROTONE SEXUAL ADVERTISING APPEAL ON THE PURCHASING BEHAVIOUR OF FEMALE STUDENTS IN THE UNIVERSITY OF BENIN

ABSTRACT

This study investigates the influence of sexual advertising appeal in Carotone skincare advertisements on the purchasing behaviour of female students at the University of Benin. Employing a survey-based research design to carefully collect data from 396 female students in the University of Benin through three stages using the simple random, stratified and simple random procedure. The study anchored on the persuasion theory, elaboration likelihood theory and AIDA model. The data was collected to explore the level of awareness, perception, and attitudes towards sexual advertising appeals among respondents. Findings reveal a prevalent exposure to sexual advertising appeals, with varying degrees of comfort and emotional responses reported by participants. The study also examines the impact of these appeals on consumer decision-making processes, including consideration for purchase, brand perception and brand loyalty. Furthermore, the research identifies factors influencing the effectiveness of sexual advertising appeals, such as age, marital status and religious affiliation. Recommendations for advertisers are provided based on the study's insights, aimed at promoting responsible advertising practices and enhancing consumer well-being. Overall, this study contributes to the understanding of the dynamics between sexual advertising appeals and consumer behaviour in the skincare industry.