The Dark Side of Advertising: Men's Cognitive React to Women's Appeal
Previous studies have stated that the women's appeal has been proven effective in gaining recognition necessary to enhance the popularity. The local gadget store in Bali has proved that the strategy is adequate to gain the name and popularity for their business. However, the findings show that...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Bogor Agricultural University
2022-01-01
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| Series: | Indonesian Journal of Business and Entrepreneurship |
| Online Access: | https://journal.ipb.ac.id/index.php/ijbe/article/view/38012 |
| _version_ | 1797870690451324928 |
|---|---|
| author | I Made Sindhu Yoga Ni Putu Dwara Amrita Darsana Putri |
| author_facet | I Made Sindhu Yoga Ni Putu Dwara Amrita Darsana Putri |
| author_sort | I Made Sindhu Yoga |
| collection | DOAJ |
| description | Previous studies have stated that the women's appeal has been proven effective in gaining recognition necessary to enhance the popularity. The local gadget store in Bali has proved that the strategy is adequate to gain the name and popularity for their business. However, the findings show that although it succeeds in gaining recognition from society, it does not directly affect the intention to buy. This research attempts to reveal the perception of men towards the women in advertisements and whether it will affect the intention to buy the product offered. The method used for this study was qualitative methodology in phenomenology approach (Creswell, 2013) and data were obtained through semi-structured interviews and indirect observation as the data will be analyzed using the Consumer Culture Theory (CCT) (Arnould & Thompson, 2005). The findings show that the ads do play roles in attracting people to visit the store yet there is an indication where eastern culture also plays a role in perceiving things. In conclusion, women's appeal does prove to be effective in luring people in, but it does not increase the intention to buy.
Keywords: advertisement, cognitive, consumer culture theory (cct), women's appeal |
| first_indexed | 2024-04-10T00:31:17Z |
| format | Article |
| id | doaj.art-c8b1d83d4e3a4c29accad19b6377841f |
| institution | Directory Open Access Journal |
| issn | 2407-5434 2407-7321 |
| language | English |
| last_indexed | 2024-04-10T00:31:17Z |
| publishDate | 2022-01-01 |
| publisher | Bogor Agricultural University |
| record_format | Article |
| series | Indonesian Journal of Business and Entrepreneurship |
| spelling | doaj.art-c8b1d83d4e3a4c29accad19b6377841f2023-03-15T03:29:07ZengBogor Agricultural UniversityIndonesian Journal of Business and Entrepreneurship2407-54342407-73212022-01-0181828210.17358/ijbe.8.1.8238012The Dark Side of Advertising: Men's Cognitive React to Women's AppealI Made Sindhu Yoga0Ni Putu Dwara Amrita Darsana Putri1Universitas Pendidikan NasionalDepartment of Management, Faculty of Economic and Business, Pendidikan Nasional University Previous studies have stated that the women's appeal has been proven effective in gaining recognition necessary to enhance the popularity. The local gadget store in Bali has proved that the strategy is adequate to gain the name and popularity for their business. However, the findings show that although it succeeds in gaining recognition from society, it does not directly affect the intention to buy. This research attempts to reveal the perception of men towards the women in advertisements and whether it will affect the intention to buy the product offered. The method used for this study was qualitative methodology in phenomenology approach (Creswell, 2013) and data were obtained through semi-structured interviews and indirect observation as the data will be analyzed using the Consumer Culture Theory (CCT) (Arnould & Thompson, 2005). The findings show that the ads do play roles in attracting people to visit the store yet there is an indication where eastern culture also plays a role in perceiving things. In conclusion, women's appeal does prove to be effective in luring people in, but it does not increase the intention to buy. Keywords: advertisement, cognitive, consumer culture theory (cct), women's appealhttps://journal.ipb.ac.id/index.php/ijbe/article/view/38012 |
| spellingShingle | I Made Sindhu Yoga Ni Putu Dwara Amrita Darsana Putri The Dark Side of Advertising: Men's Cognitive React to Women's Appeal Indonesian Journal of Business and Entrepreneurship |
| title | The Dark Side of Advertising: Men's Cognitive React to Women's Appeal |
| title_full | The Dark Side of Advertising: Men's Cognitive React to Women's Appeal |
| title_fullStr | The Dark Side of Advertising: Men's Cognitive React to Women's Appeal |
| title_full_unstemmed | The Dark Side of Advertising: Men's Cognitive React to Women's Appeal |
| title_short | The Dark Side of Advertising: Men's Cognitive React to Women's Appeal |
| title_sort | dark side of advertising men s cognitive react to women s appeal |
| url | https://journal.ipb.ac.id/index.php/ijbe/article/view/38012 |
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