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

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.


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 163-169.


M. Yavuz Acikalin, Stanford University, USA
Karli Watson, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Michael Platt, Duke University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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