Can Sexy Images Drag You Down? How Gender and Self-Construal Impact Subsequent Indulgent Consumption

Previous research on the use of sexual imagery focused on its impacts on advertising persuasion, ignoring the consumer’s subsequent behaviors following exposures to sexual imagery. This article not only investigates how exposure to sex cues may evoke indulgent consumption/choice but also explores the moderating influences of gender differences and self-construal.



Citation:

Chun-Tuan Chang, Xing-Yu Chu, Shr-Chi Wang, and Dickson Tok (2017) ,"Can Sexy Images Drag You Down? How Gender and Self-Construal Impact Subsequent Indulgent Consumption", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 563-564.

Authors

Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Xing-Yu Chu, National Sun Yat-sen University, Taiwan
Shr-Chi Wang, National Sun Yat-sen University, Taiwan
Dickson Tok, National Sun Yat-sen University, Taiwan



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

L5. Understanding the components and effects of the Omnichannel Seamless Experience.

PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)

Read More

Featured

Mere and Near Completion

Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA

Read More

Featured

Di$tance

Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough

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.