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Universitas Pendidikan Nasional
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Journal : Indonesian Journal of Business and Entrepreneurship (IJBE)

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The Dark Side of Advertising: Men's Cognitive React to Women's Appeal I Made Sindhu Yoga; Ni Putu Dwara Amrita Darsana Putri
Indonesian Journal of Business and Entrepreneurship (IJBE) Vol. 8 No. 1 (2022): IJBE, Vol. 8 No. 1, January 2022
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.8.1.82

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. Keywords: advertisement, cognitive, consumer culture theory (cct), women's appeal
Co-Authors Anggit Septio Budi Gede Humaswara Prathama Gusi Putu Lestara Permana I Gede Wirajati Merta I Gede Wirajati Merta I Gusti Ngurah Darma Paramartha I Made Mastianta Nadera I Wayan Arta Setiawan Ida Nyoman Basmantra Kadek Adyatna Wedananta Mahyuni, Luh Putu Ni Made Dhian Rani Yulianti Ni Nyoman Sri Wisudawati Ni Putu Dwara Amrita Darsana Putri Ni Putu Intan Sistadyani Ni Putu Silka Triami Nyoman Wirajaya Patra Patra, Nyoman Wirajaya Putu Dyah Permatha Korry Putu Nita Oktaviani Putu Purnama Dewi Putu Ratna Juwita Sari Raja Sharah Fatricia Sari, Putu Ratna Juwita Setiawan, I Wayan Arta Triami, Ni Putu Silka