More Than Just “Sex Sells”: the Economics of Attraction Motives in Complex Social Consumption Contexts

Adam Craig, University of South Carolina, USA
Stacy Wood, North Carolina State University, USA
Jennifer Vendemia, University of South Carolina, USA
Two studies demonstrate that sex ratios (ratio of males to females in an environment) influence consumer behavior. Mere exposure to mixed-sex groups with more same-sex individuals led people to pay more for status products. fMRI data show that competitive sex ratios increase reward value in the nucleus accumbens.
[ to cite ]:
Adam Craig, Stacy Wood, and Jennifer Vendemia (2011) ,"More Than Just “Sex Sells”: the Economics of Attraction Motives in Complex Social Consumption Contexts", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 99-100.