How Sexy Can a Paper Clip Get? Evidence For the Transfer of Erotic Meaning to “Unsexy” Products

Marketing practitioners claim that sex in advertising only works for products that are related to sex. The presented experiment underpins that this folk hypothesis is not true. Via semantic conditioning (a variant of evaluative conditioning) erotic meanings can be transferred to any product including those totally unrelated to sex.


Georg Felser (2016) ,"How Sexy Can a Paper Clip Get? Evidence For the Transfer of Erotic Meaning to “Unsexy” Products", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 295-298.


Georg Felser, Harz University of Applied Sciences, Germany


NA - Advances in Consumer Research Volume 44 | 2016

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