Reminders of the Sun Influence Men’S Attitude Towards Luxury Products

Mohammed El Hazzouri, Mount Royal University, Canada
Kelley Main, University of Manitoba, Canada
Donya Shabgard, University of Manitoba, Canada
This research takes an evolutionary perspective to examine how reminders of the sun affect preference for luxury products. Findings of two experimental studies indicate that sun reminders increase men’s preference for luxury products. This effect is mediated by men’s increased sexual motivation as a result of sun reminders.
[ to cite ]:
Mohammed El Hazzouri, Kelley Main, and Donya Shabgard (2016) ,"Reminders of the Sun Influence Men’S Attitude Towards Luxury Products", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 433-434.