Attractive Versus Popular: Men and Women’S Reactions to Male and Female Models in Advertising

Based on insights from evolutionary psychology and information processing research, this study examines differences in men and women’s reactions to male and female ad models. It was found that men prefer female models and that women prefer male models coupled with female models. Differences are moderated by product category involvement.



Citation:

Even J. Lanseng and Maarten L. Majoor (2012) ,"Attractive Versus Popular: Men and Women’S Reactions to Male and Female Models in Advertising", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 308-311.

Authors

Even J. Lanseng, Norwegian Business School, BI Norway
Maarten L. Majoor, Norwegian Business School, BI Norway



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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