Sex in Advertising for Men and Women
Posted by Colleen Lane onSex in advertising works for men. Does it work for women? Real estate advertising, for instance, should appeal to couples. How can customers, both male and female, be attracted by marketers using sexy ads? A new study in the Journal of Consumer Research provides some suggestions for sellers. Prior research has shown that women usually react negatively to explicit advertising. According to sexual psychology, women have much more positive attitudes toward commitment than to casual sex. This is because women have more at risk than men in having sex. As a result, women have more negotiating power and will hold out until their conditions are met. In the study, researchers showed subjects wristwatch advertisements. One advertisement was sexy with a gift and…
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