Common “Wisdom” Put to the Test: Sex in advertising … only on Mars and not on Venus?

Dahl Darren W. (), Vohs Kathleen D. () and Sengupta Jaideep ()
Additional contact information
Dahl Darren W.: Sauder School of Business, University of British Columbia, Canada
Vohs Kathleen D.: Carlson School of Management, University of Minnesota, USA
Sengupta Jaideep: School of Business and Management, Hong Kong University of Science and Technology, Hong Kong

NIM Marketing Intelligence Review, 2011, vol. 3, issue 1, 54-57

Abstract: An ongoing controversy concerns sex in advertising: does “sex sell”? Acadmics, in large part, have concluded that it doesn’t, but marketing practitioners continue to use sex appeals, suggesting they do work. The authors of this research flashlight (page 54) reveal that both sides are partly right and partly wrong. They took advantage of a technique that allowed them to tap into consumers’ “gut” reactions to advertisements, and in doing so found clear differences in who did and did not like sex appeals.

Keywords: Advertising; Sex in Advertising; Consumer Attitude; Commitment; Gender Differences (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://doi.org/10.2478/gfkmir-2014-0089 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:3:y:2011:i:1:p:54-57:n:8

DOI: 10.2478/gfkmir-2014-0089

Access Statistics for this article

NIM Marketing Intelligence Review is currently edited by Christine Kittinger-Rosanelli

More articles in NIM Marketing Intelligence Review from Sciendo
Bibliographic data for series maintained by Peter Golla ().