The Dark Side of Advertising: Men's Cognitive React to Women's Appeal

Abstract

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.

Indonesian consumers’ emotional and psychological factors in the nexus of fear of missing out (FOMO)

“…On the other hand, FOMO is defined as the widespread concern of the individual being able to have rewarding experiences in social networks, and it found that FOMO significantly increases the level of depression and anxiety by increasing compulsive digital media platform use significantly (Dhir et al, 2018;Dossey, 2014). Therefore, purchase intention is believed to be raised by consumers to buy or not to buy a product based on the results of their evaluation and consideration of the product to determine the product is suitable for purchase (Yoga & Putri, 2022). H6: Higher FOMO will increase purchase intention.…”