When Sex Doesn’t Sell

Fast Company:

Sex sells, but only at a high price, according to a new study. Overtly sexual advertising can make women downright angry, but they tend to view a sexualized ad for a luxury product more positively than the same ad selling a discount item, marketing researchers from the University of Minnesota, Hong Kong University of Science and Technology and the University of British Columbia found.

Two experiments with 107 women and 105 men measured how upset, disgusted, unpleasantly surprised, or angry each participant felt after viewing a print advertisement for watches that showed either a pretty mountain landscape or a “couple sexily embracing.” Some of the ads listed the watch as selling for $10, while others listed it for $1,250.

Read the whole story: Fast Company

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