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Sex in Advertising: Gender Differences and the Role of Relationship Commitment

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  • Darren W. Dahl
  • Jaideep Sengupta
  • Kathleen D. Vohs

Abstract

This study draws on differences between men and women's attitudes about sex, either as an end in itself (men) or as inextricably linked to relationship commitment (women) to understand attitudes toward the gratuitous use of sex in advertising. In line with predictions, four experiments showed that women's spontaneous dislike of sexual ads softened when the ad could be interpreted in terms of commitment-related resources being offered by men to women. In contrast, men's positive attitudes toward sexual ads were relatively unaffected by the salience of relationship commitment cues. These results not only offer insights into consumer reactions to sexual advertising but also inform theories on how men and women conceptualize sexual behaviors and relationships.

Suggested Citation

  • Darren W. Dahl & Jaideep Sengupta & Kathleen D. Vohs, 2009. "Sex in Advertising: Gender Differences and the Role of Relationship Commitment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 215-231.
    • Handle: RePEc:oup:jconrs:doi:10.1086/597158
    DOI: 10.1086/597158
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    Cited by:

    1. Lin, Lily & Hoegg, JoAndrea & Aquino, Karl, 2018. "When Beauty Backfires: The Effects of Server Attractiveness on Consumer Taste Perceptions," Journal of Retailing, Elsevier, vol. 94(3), pages 296-311.
    2. Willian Feitosa & Carlos Eduardo Lourenço & Lígia H. Rezende & Noemi Saeki Sunago & Susana Costa e Silva, 2021. "A Quasi-Experimental Approach to Analyzing Sexual Appeal and Gender in Advertising – Evidence from Brazil," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(SI), pages 67-80.
    3. Marion Garaus & Elisabeth Wolfsteiner, 2023. "Media multitasking, advertising appeal, and gender effects," Review of Managerial Science, Springer, vol. 17(2), pages 539-567, February.
    4. K. Janssens & M. Pandelaere & K. Millet & B. Van Den Bergh & I. Lens & R. Keith, 2009. "Can Buy Me Love: How Mating Cues Influence Single Men’S Interest In High-Status Consumer Goods," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 09/570, Ghent University, Faculty of Economics and Business Administration.
    5. Tripathi, Sanjeev & Bansal, Anjali & Bansal, Amrita, 2022. "Sociocultural changes and portrayal of women in advertisements: A temporal investigation across product categories," Journal of Business Research, Elsevier, vol. 153(C), pages 216-227.
    6. de Kerviler, Gwarlann & Ardelet, Caroline & Slavich, Barbara, 2022. "Ethical judgments of sexualized ads featuring Women: The role of identification with feminine archetypes," Journal of Business Research, Elsevier, vol. 142(C), pages 899-913.
    7. Melnyk, Valentyna, 2014. "Resisting temptation: gender differences in customer loyalty in the presence of a more attractive alternative," Australasian marketing journal, Elsevier, vol. 22(4), pages 335-341.
    8. Martin Mende & Maura L. Scott & Aaron M. Garvey & Lisa E. Bolton, 2019. "The marketing of love: how attachment styles affect romantic consumption journeys," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 255-273, March.
    9. Kirk Kristofferson & Lea Dunn, 2023. "The brand that wasn’t there: The impact of brand displacement on viewer engagement and brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 716-745, May.
    10. Sabrina Latusi & Marcello Tedeschi & Cristina Zerbini, 2018. "Sexual stimuli in advertising: The opposite sex effect," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(1), pages 115-130.
    11. Salzberger, Thomas & Newton, Fiona J. & Ewing, Michael T., 2014. "Detecting gender item bias and differential manifest response behavior: A Rasch-based solution," Journal of Business Research, Elsevier, vol. 67(4), pages 598-607.
    12. Glozer, Sarah & Morsing, Mette, 2020. "Helpful hypocrisy? Investigating ‘double-talk’ and irony in CSR marketing communications," Journal of Business Research, Elsevier, vol. 114(C), pages 363-375.
    13. Osuagwu, Eze, 2014. "Economics of Sex in Advertising: Are Men More Receptive to the Provocation?," MPRA Paper 60988, University Library of Munich, Germany.
    14. Theodorakis, Ioannis G. & Painesis, Grigorios, 2022. "Ad eroticism from a psychological distance perspective: Investigating its effects in light of consumers’ sex, ethical judgments, and moral attentiveness," Journal of Business Research, Elsevier, vol. 142(C), pages 524-539.
    15. Jack Coffin & Christian Eichert & Shona Bettany & Andrew Lindridge & Gillian Oakenfull & Jacob Östberg & Lisa Peñaloza & Diego Rinallo & David Rowe & Jannsen Santana & Luca M. Visconti & Luciana Walth, 2022. "Crossing wires : Short-circuiting marketing theory," Post-Print hal-04325542, HAL.
    16. Valentyna Melnyk & Stijn Osselaer, 2012. "Make me special: Gender differences in consumers’ responses to loyalty programs," Marketing Letters, Springer, vol. 23(3), pages 545-559, September.

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