Perceptions of sexual consent : the effects of eroticism and dominant gender in advertising.
Thesis DisciplineBusiness Administration
Degree GrantorUniversity of Canterbury
Degree NameMaster of Commerce
This research investigates the impact that varying the levels of eroticism and gender of the dominant character in advertisements has on participants’ perceptions of sexual consent. Prior research has not examined these variables in conjunction; this study looks for both direct and interaction effects of eroticism and dominance on consent. Participants undertook an online questionnaire and were sorted into a control group which saw no image, or exposed to one of four images. These four conditions were manipulated by level of eroticism (non-erotic or eroticised), and by whether the male or female character was portrayed as more dominant. Participants then answered a series of questions relating to their attitudes about sexual consent. Image response data and demographic information was also collected. Results did not indicate any significant direct effects of eroticism or dominance on perceptions of sexual consent. However the interaction effect of these two variables did approach significance on two consent measures. Some of the image and consent measures were found to have small but significant correlations; significant covariate relationships were also identified. In particular, participants’ gender identity was found to impact the Positive Attitude Toward Establishing Consent and Verbal Consent Norms subscales; participants’ ethnicity had an effect on Positive Attitude Toward Establishing Consent, and their marital status had a significant effect on their Indirect Behavioural Approach To Consent. These relationships largely reinforce the work of previous scholars. These findings, as well as their implications, and suggestions for future research are discussed.
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