IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v3y2011i1p54-57n8.html
   My bibliography  Save this article

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?," GfK 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
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/gfkmir-2014-0089
    Download Restriction: no
    File URL: https://libkey.io/10.2478/gfkmir-2014-0089?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:3:y:2011:i:1:p:54-57:n:8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.