Gender-Related Reactions to Inappropriate Sex Appeals in Advertising

Jaideep Sengupta, Hong Kong University of Science and Technology, China
Darren Dahl, University of British Columbia, Canada
This research investigates gender-based reactions to the use of inappropriate sexual appeals in advertising, under constrained processing capacity. In our first study, we hypothesize and find that men on average exhibit a more positive attitudinal response to inappropriate sex appeals than women when processing under constrained conditions (even though no differences are obtained under unconstrained conditions). Our second study provides support for the underlying process – and also demonstrates intra-gender variation – by showing that women with more liberal attitudes to sex per se react in a manner very similar to men; namely, they report more liking for a sex-based ad than a non-sex ad.
[ to cite ]:
Jaideep Sengupta and Darren Dahl (2008) ,"Gender-Related Reactions to Inappropriate Sex Appeals in Advertising", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 97-100.