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

Share Proceeding

Featured papers

See More


The Effects of Breadth of Product Categories on Budgeting

An Tran, University of La Verne
John Lynch, University of Colorado, USA

Read More


Understanding the Framing of Recommendations

Jia Gai, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands

Read More


K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis

Aviva Philipp-Muller, Ohio State University, USA
Andrew Luttrell, Ball State University
Richard Petty, Ohio State University, 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.