| Abstract: |
Due to the rise in production and demand for products,
advertisers adopt different strategies to make their goods
and services appear distinctive in the market. This study
examined whether advertising sex appeal influences
consumer patronage of Nivea Cocoa Body Milk and Nivea
Body Milk Nutritivo Deep Moisture Serum lotions in five
states of Southeast Nigeria. The study was anchored on
Cognitive Response Theory and Affective Response
Theory. A cross-sectional survey design was adopted.
Using an online survey, data were collected from 384 users
of NIVEA Cocoa Butter Body Milk and NIVEA Body
Milk Nutritivo Deep Moisture Serum Lotion in South-East
Nigeria. Multistage sampling was used. Data were
analysed using frequencies, percentages, mean and
standard deviation. Findings show that sex appeal attracts
attention but does not substantially drive patronage of the
selected Nivea lotions. Respondents placed greater
emphasis on product quality, affordability, availability,
packaging, continuous advertising and positive
testimonies. The study recommends that advertisers
should use sex appeal only when it is relevant and
appropriate to the advertised product. |
