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Web advertising: Sexual content on eBay

Author

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  • Giebelhausen, Michael
  • Novak, Thomas P.

Abstract

Trust is an essential ingredient for commercial success on the Web. “Shopping aggregator” websites such as eBay provide a mechanism for measuring trust in the vendor in the form of online shoppers' positive feedback ratings. This real-world experiment conducted on eBay demonstrates that although coupled with a very high trust rating, the inclusion of an explicitly sexual illustration in shopping aggregator gallery listings dramatically increases auction traffic but in most cases reduces the dollar amount of the winning auction bid, thereby lowering the return to the seller. Traffic increase but lower selling price resulted even for products that could arguably use a sexual appeal (although these products were targeted to women).

Suggested Citation

  • Giebelhausen, Michael & Novak, Thomas P., 2012. "Web advertising: Sexual content on eBay," Journal of Business Research, Elsevier, vol. 65(6), pages 840-842.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:840-842
    DOI: 10.1016/j.jbusres.2011.01.004
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    References listed on IDEAS

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    1. Dahl, Darren W. & Frankenberger, Kristina D. & Manchanda, Rajesh V., 2003. "Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 268-280, September.
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    Cited by:

    1. Myers, Susan D. & Deitz, George D. & Huhmann, Bruce A. & Jha, Subhash & Tatara, Jennifer H., 2020. "An eye-tracking study of attention to brand-identifying content and recall of taboo advertising," Journal of Business Research, Elsevier, vol. 111(C), pages 176-186.
    2. Selma Kadić-Maglajlić & Maja Arslanagić-Kalajdžić & Milena Micevski & Nina Michaelidou & Ekaterina Nemkova, 2017. "Controversial Advert Perceptions in SNS Advertising: The Role of Ethical Judgement and Religious Commitment," Journal of Business Ethics, Springer, vol. 141(2), pages 249-265, March.
    3. Efrat, Kalanit & Souchon, Anne L. & Dickenson, Peter & Nemkova, Ekaterina, 2021. "Chutzpadik advertising and its effectiveness: Four studies of agencies and audiences," Journal of Business Research, Elsevier, vol. 137(C), pages 601-613.

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