Purpose: This study examined the relationship between Perceived Advertising Appeal (PAA), Attitudes Toward Sexualized Content (ATC), and Behavioral Responses (BHR) in Indian advertising. It explored both the direct and mediated effects of PAA on BHR through ATC, while also considering gender differences.

Design/Methodology/Approach: The study used a quantitative research design, gathering data through a survey from a sample of Indian consumers. A multi-group analysis was conducted to examine potential gender differences in responses to sexualized advertising content. Structural equation modeling (SEM) was employed to analyze the relationships between the variables.

Findings: This study explores the influence of perceived advertising appeal (PAA) and attitudes toward sexualized content (ATC) on consumer behavioral responses (BHR) in Indian advertising. The results show that PAA positively impacts both BHR and ATC, while ATC negatively affects BHR. Additionally, ATC partially mediates the relationship between PAA and BHR. The study also reveals no significant gender differences in these relationships, suggesting that both men and women respond similarly to sexualized content in Indian advertising.

Originality/Value: This study challenges traditional gender-based assumptions in sexualized advertising, highlighting that cultural context, rather than gender, influences consumer attitudes and behaviors in India. It underscores the importance for advertisers to focus on cultural sensitivity and audience segmentation based on values, demographics, and media exposure, rather than relying on gender, to create more effective and socially relevant campaigns..

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