FEELING OF GUILT AND PERCEPTION OF SEX-APPEALING ADVERTISEMENT
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The study investigated a relation between the level of feeling of guilt and information processing of sex-appealing advertisements. Two levels of information processing were taken into consideration: uncontrolled and controlled one. It was hypothesised that the feeling of guilt level has its specific impact on physiological and cognitive response to erotic ads. 64 undergraduates completed 'The Feeling of Guilt Questionnaire' by Kofta, Brzezinski and Ignaczak. Physiological reactions to three print ads varying on level of sex-appeals were registered and analysed by the computer polygraph system Lafayette LX-3000W. The EDA amplitude, pulse frequency, respiration maximal amplitude indices were taken in. At the level of controlled processes the semantic differentials 'The Advertisement Measurement Scale' were used. Subjects low in feeling of guilt manifested differentiated and adequate physiological reactions to erotic ads. However, Ss high in feeling of guilt manifested strong physiological reactions to all erotic ads. Thus, it can be claimed that personality processes are moderators for the intensity of uncontrolled processes. At the level of controlled processes the feeling of guilt did not differentiate cognitive assessments of erotic ads. Erotic ad was assessed as strong and efficient by all subjects, independently on personality traits. The research showed that personality traits act at the very early, uncontrolled stages of information processing. In the light of the consumer psychology this conclusion is important as well for marketers as for consumers. From a psychographic segmentation point of view: erotic ads would be addressed to consumers with low feeling of guilt. The significance of the presented research seems to be important especially for consumers - they learn how advertisement works.
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