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

Share Proceeding

Featured papers

See More


The Production and Consumption of Retro Brands Beyond Meaning Revival

Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada

Read More


Conducting Consumer-Relevant Research

Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA

Read More


The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor

Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

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.