He’S Just Not That Into Anyone: the Impact of Sex Fantasy on Attraction

Sex fantasies are ubiquitous in our lives and their impact on romantic relationships is complex and controversial. One field and three lab studies show that fantasizing about sex produces a devaluation of romance which, in turn, demotivates individuals to engage in romantic relationship as the latter demands too much effort.


Jingjing Ma and David Gal (2016) ,"He’S Just Not That Into Anyone: the Impact of Sex Fantasy on Attraction", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 545-545.


Jingjing Ma, Peking University, China
David Gal, University of Illinois at Chicago, USA


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


R1. How Consumers Deal With Brand Failure-An Individual Differences Approach

Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University

Read More


The Impact of Product Type on Disposal Intentions

MUSTAFA KARATAŞ, Koc University, Turkey
Rabia BAYER, Koc University, Turkey
Zeynep GURHAN-CANLI, Koc University, Turkey

Read More


Q8. Avatars, Consumers and Possession in Online Gaming

Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.