Sex 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 another ad was sexy with a gift. The men preferred the sexy ad without a gift. The women preferred the sexy ad with a gift. In other experiments, reactions to various scenarios involving commitment were studied. The different scenarios presented were: the man more committed, the women more committed, and man and woman equally committed. The researchers concluded women react most favorably when men are portrayed as a committed partner. In conclusion, if you are buying and selling products to both men and women, then advertising can be sexy as long as its shows a committed male. The men will still like the sexy part and ignore the commitment. Posted by Colleen Lane on
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