Consumer Responses to Sexual Humor Advertisements

The use of sex and/or humor to sell products is a strategy utilized by advertisers the world over. Separately, researchers have explored each advertising appeal. However, little is known about how consumers respond to the combination in the same advertisement. We explore consumer responses to sexual humor in advertising.


Rob Harrison, Ben Blackford, and Leslie Carlson (2019) ,"Consumer Responses to Sexual Humor Advertisements", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 617-618.


Rob Harrison, Western Michigan University, USA
Ben Blackford, Northwest Missouri State University, USA
Leslie Carlson, University of Nebraska-Lincoln, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior

Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA

Read More


When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements

In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA

Read More


P7. Consumer Evaluations of Sale Prices: The Role of the Spatial Representation of Time

Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple 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.