Sex and Status Sell to Monkeys: Social Advertising Creates Brand Preferences in Rhesus Macaques

M. Yavuz Acikalin, Stanford University, USA
Karli Watson, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Michael Platt, Duke University, USA
Innate evolutionary mechanisms may influence consumer response to advertising. We demonstrate that exposure to sex- and status-based advertising campaigns elicit brand preferences in rhesus monkeys. Advertising induced preferences depend on subject sex and advertisement content. Our findings emphasize the role of hard-wired, evolutionarily primitive cognitive biases in shaping consumer preferences.
[ to cite ]:
M. Yavuz Acikalin, Karli Watson, Gavan Fitzsimons, and Michael Platt (2015) ,"Sex and Status Sell to Monkeys: Social Advertising Creates Brand Preferences in Rhesus Macaques", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 163-169.