Measures a consumer's general attitude toward the appropriateness of sexual content in advertising, television, and other media. Originally developed as a measure of sexual liberalism — a trait-like disposition toward accepting or rejecting the use of sex in commercial communication. Higher scores reflect more permissive attitudes toward sexual content in media contexts.
Mittal, B., & Lassar, W.M. (2000). Sexual liberalism as a determinant of consumer response to sex in advertising. Journal of Business and Psychology, 15(1), 111-127.
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