Browsing by Author "Lodjikian Baltajian, Houry"

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    The Effect of Sexualized Violence against Women in Advertisements
    (2012) Lodjikian Baltajian, Houry
    The influence of sexualized violence in ads was assessed on consumer's attitudes towards advertising variables and rape myth beliefs. The study was conducted on 240 participants (males=120, females=120), divided between university students and working individuals. An experimental design was utilized, and results were computed using ANOVA and two way analysis of variance, to explain them in socialization role and different age groups. The findings revealed that consumers' attitudes towards ad, firm and purchase intentions varied significantly across the three ad conditions, but their attitudes toward acceptance of violence was nor influenced. Gender also showed a significant effect on all the attitude scales, across the three ad conditions, while age only played a major role in attitude towards firm and acceptance of sexual violence against women.