Sexualized But Not Objectified - When Do Women React Negatively Towards Sexualized Advertisements

Sex-Sells is a commonly used strategy, which is often received negatively by women. Two studies investigated the underlying processes and indicate that it is not the sexualization per se but the objectification of the model that causes negative evaluations, especially when oneself feels close to the model.


Matthias Keller, Leonie Reutner, Mirella Walker, and Rainer Greifeneder (2016) ,"Sexualized But Not Objectified - When Do Women React Negatively Towards Sexualized Advertisements", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 741-741.


Matthias Keller, University of Basel, Switzerland
Leonie Reutner, University of Basel, Switzerland
Mirella Walker, University of Basel, Switzerland
Rainer Greifeneder, University of Basel, Switzerland


NA - Advances in Consumer Research Volume 44 | 2016

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