In this study, we present results of two experiments on hedonic and functional products designed to (1) explore consumers’ third-person perceptions of sex appeals in advertising (2) determine which constructs are effective on third-person perception across the product types (3) and, examine whether conceptual models are moderated by public exposure to sexual stimuli or not. The findings suggest that public exposure to the sexual stimuli is a factor that causes some differences on the antecedents of the third-person perception, and behavioural outcomes of the third-person perception across the respondents’ cultural background and product types.

ABSTRACT
 INTRODUCTION
 THEORETICAL BACKGROUND AND HYPOTHESES
 METHOD
  Data Analysis and Results
  First, hypothesis 1 and hypothesis 2 were tested. According to the results, Canadian respondents believe that sex appeals in functional product ads have a greater influence (t= 15.852 df= 399 p < .001) on others (M= 3.02) than on themselves (M= 2.37)....
  After tested hypothesis 1 and hypothesis 2, structural models test was conducted. All respondents are divided into two groups according to their attitudes toward attitudes toward sexual stimuli by using median split method (i.e., high vs. low toleranc...
  When we examine fit indices, results indicate that model shows a close fit with all fit indices (x2/df=2.297, CFI=0.920, GFI= 0.880, NFI= 0.869, RMSEA= 0.057) and those values are better than recommended cut-off values. Results on the functional produ...
 STUDY 2
  Stimuli and Procedure
  Data Analysis and Results
 GENERAL DISCUSSION
 REFERENCES
 APPENDICES
 Fictitious ads used in the studies (Samples in Turkish and English)

• Nezahat Ekici(Karamanoglu Mehmetbey University, Turkey)
• B. Zafer Erdogan(Anadolu University, Turkey)
• Michael Basil(University of Lethbridge, Canada)