When Do Men Pay the Bill and Women Advertise Physical Attractiveness?

Two experiments demonstrate that advertisements featuring opposite sex individuals instigate consumption patterns geared towards attracting a romantic partner. Sensory stimuli from opposite sex individuals cause men to increase their willingness to invest in a romantic relationship, whereas such stimuli lead to a greater willingness to display physical attractiveness among women. Depending on the characteristics one seeks in a potential romantic partner, opposite sex individuals displaying specific desirable qualities (parenting vs. attractiveness) produce the strongest effect. The present series of experiments shows that the consequences of sexual imagery in advertising extend further than the evaluation of the product or brand.


Bram Van den Bergh and Siegfried Dewitte (2008) ,"When Do Men Pay the Bill and Women Advertise Physical Attractiveness?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 225-228.


Bram Van den Bergh, Katholieke Universiteit Leuven, Belgium
Siegfried Dewitte, Katholieke Universiteit Leuven, Belgium


NA - Advances in Consumer Research Volume 35 | 2008

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