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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Dahl Darren W. & Vohs Kathleen D. & Sengupta Jaideep, 2011. "Common “Wisdom” Put to the Test: Sex in advertising … only on Mars and not on Venus?," NIM Marketing Intelligence Review, Sciendo, vol. 3(1), pages 54-57, May.
    • Handle: RePEc:vrs:gfkmir:v:3:y:2011:i:1:p:54-57:n:8
    DOI: 10.2478/gfkmir-2014-0089
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    Cited by:

    1. Walther, Luciana & Schouten, John W., 2016. "Next stop, Pleasure Town: Identity transformation and women's erotic consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 273-283.

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