Consumer Behavior

Attitudes and Behaviors Related to Provocative Clothing Advertisements

  • Nancy J. Rabolt (San Francisco State University)
  • Kaley Rider (San Francisco State University)
  • Shawn Haley (San Francisco State University)
  • Amanda De Guzman (San Francisco State University)


Today's apparel market is characterized by fierce competition and consumers are exposed to a multitude of advertising stimuli each day. Some apparel companies develop provocative advertising campaigns as a way to gain public attention. Provocative images pervade every facet of mass communications and it is such a common component in advertising that often its existence goes without saying (Heller, 2000). Sexual imagery is an effective way of attracting the attention of consumers (Vezina & Paul, 1997) and implementing sexual appeals leads to better memory, attitudes, and purchase intentions (Putrevu, 2008).

Keywords: provocative, advertisement, fashion involvement, religion

How to Cite:

Rabolt, N. J., Rider, K., Haley, S. & De Guzman, A., (2014) “Attitudes and Behaviors Related to Provocative Clothing Advertisements”, International Textile and Apparel Association Annual Conference Proceedings 71(1).

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Published on
01 Jan 2014
Peer Reviewed