Gender Differences in Advertising: Gender Advertising (Business and Investing Book 1)

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Thank you You are on the list. Most Popular Viewed 1. The Sleek Glamour of Black Ceramic. To check that the results are robust, study 2 investigates whether results also appear with a different commitment prime. Romantic arousal was used because it primes a slightly different facet of relationship commitment than parenting does.

In the romantic arousal condition, participants responded to the following instructions: Write down four or five instances in which you have been romantically aroused. The procedure was identical to that of study 1. The sample consisted of 85 MTurk participants 44 females. Participants were between 19 and 65 years old with an average of Participants in the happiness condition were a random sample of half of the control group participants from study 1.

A sample, rather than the whole group, was used to make the romantic arousal and the happiness conditions more equal in size. The control group and the treatment group were both drawn from the same crowdsourcing platform MTurk simultaneously, so it is fair to say that they are both drawn from the same MTurk population. This observation lends marginal support to H1's first part. Attitude toward ad featuring male model by romantic thoughts and viewer's sex. These results lend support to H1 and corroborate results from study 1 by means of an alternative priming of commitment thoughts.

For the medium Mean: Attitude toward ad featuring female model by romantic thoughts and level of sociosexuality for women A and men B. Taken together, results both support H2 and corroborate results from study 1 by means of another commitment thoughts prime. Again, an analysis was performed in which positive and negative moods were specified to mediate the effect of the commitment prime on attitude toward the female model ad.

Similar non-significant results were obtained for the male model ad. Hence, it is concluded that the effect of heightened romantic thoughts on attitude toward the female model ad is not working through affect. Results corroborate those of study 1. In addition, these results underscore the role played by evolutionary psychology in peoples' ad attitudes. Men and women hold attitudes that are consistent with their evolved mating preferences. Men's attitudes appear to be unaffected by a parenting prime. Parenting is less of an investment for men so they can afford to value sexual attractiveness, just as much as they do in the non-parenting situation.

Women's attitudes are different. Parenting implies huge investments in time, money, and offspring care; hence, women cannot afford to place too much value on sexual attractiveness. They therefore evaluate sexual attraction in ads less favorably in parenting situations than in non-parenting situations. Men's ad attitudes appear to be unaffected also by romantic thoughts. Sexual attractiveness is what men pursue when thinking about mating and they pay little attention to the costs of pregnancy. Hence, they can afford to value sexual attractiveness in romantic as well as non-romantic situations.

Women cannot look away from the costs of pregnancy in romantic situations. They will therefore consider cues to financial strength and social aptness of men, not only sexual attractiveness. Sexual attractiveness is easier for women to value in non-romantic situations. These findings are consistent with those of previous research suggesting that men's preferences for attractive women are hardly affected by contextual factors Kenrick et al. Research has shown that when processing is restricted, men and particularly women are negative toward gratuitous sex appeals in advertising, but that attitudes that are more positive emerge with attitudes that are more positive toward sex per se or when commitment thoughts are heightened Sengupta and Dahl, ; Dahl et al.

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It might therefore be tempting to conclude that a non-gratuitous brand-relevant sex appeal will contribute to ad attitudes that are even more positive. After all, the so-called match-up hypothesis predicts that ads with sexual appeals that are relevant for match the advertised brand are evaluated more favorably than ads with irrelevant sexual content are Solomon et al.

Results from this research, however, show that the effect of brand-relevant sexual content on ad attitudes is less straightforward. It is found that for ads in which the sex appeal is related to the advertised brand, attitudes are less positive for women when they are influenced by a commitment context. In the context of heightened commitment thoughts, men find what they want in an ad with sexual content and carry on to evaluate it positively, whereas women will find a mismatch between their commitment thoughts and the sexual content in the ad.

This mismatch produces negative attitudes toward opposite-sex models for women. A likely explanation for SCID and its effect is found in evolutionary psychology. Women have more to lose from not thinking carefully in matters of mating than men do and this loss is more costly in the context of commitment. Therefore, women have a more reasoned approach to these matters.

When encountered cues e. This result is opposite of what was found in Dahl et al. One explanation for this discrepancy in results is that the cognitive load manipulation in Dahl et al. Alternatively, divergent results may be accounted for by the particular cues promoted in Dahl et al.

Depicting a copulating couple, these ads indicate that the male model is popular among women. Popularity is a cue of wealth and nurturing abilities, which are exactly what women value in the commitment context, hence their favorable attitudes. Intra-sex differences are observed for women, but not for men. Women with high sociosexuality scores have attitudes that are more negative toward the female model ad in the commitment condition than in the control condition. Women with low scores are either marginally more positive in the commitment condition or show no difference across conditions.

A likely explanation is that women with high sociosexuality scores are more sensitive to competitive forces at the mating scene than low-score women are.

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Hence, an attractive female model will possibly be regarded as a competitive force and potential threat to women with heightened commitment thoughts. Although not directly at odds with previously reported results, which did not involve commitment and sociosexuality simultaneously, the current results run somewhat contrary to previous ones. Sengupta and Dahl found that a positive general attitude toward sex makes women more positive toward sexual ad content, whereas this research's results suggest that high desire is associated with negative ad attitudes.

Again, the fact that participants in Sengupta and Dahl study made their judgments under high cognitive load may have reduced any effect of SCID on attitudes. Because the previously reported findings were produced by an ad portraying a copulating couple, a cue of the male model's popularity was made salient.

Women holding generally favorable attitudes toward sex are more sensitive to what they want from a man, even when they are not in a commitment situation. A popular and hence potentially healthy male model should therefore be favorably evaluated by women. These results also have some implications for advertisers. Although sexual content that is relevant to the advertised product is believed to justify the use of sex appeals in the eyes of consumers, the results reported here show that this is not always the case.

When the context reminds the female audience about commitment, they are more negative toward male sexual content even when it is relevant to the advertised product. For men, attitudes toward ads with female sexual content are unaffected by context. Therefore, advertisers should be cautious when targeting female audiences with sexual ad content.

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The results presented in the two experiments are also consistent with a socialization-based explanation for women's and men's differential reactions to sexual content. In particular, it could be that the happiness condition, rather than the parenting thoughts or the romantic arousal condition, drives the result for women.

Possibly, sexual images are perceived as more acceptable in happiness contexts because happiness might lessen some of the constraints society imposes on women. Further, women who score high on sociosexuality will more easily be influenced by a happiness prime, because these women are initially less constrained. The author confirms being the sole contributor of this work and approved it for publication.

The author declares that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest. National Center for Biotechnology Information , U. Journal List Front Psychol v. Published online Sep Author information Article notes Copyright and License information Disclaimer. Received Apr 6; Accepted Sep The use, distribution or reproduction in other forums is permitted, provided the original author s or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice.

No use, distribution or reproduction is permitted which does not comply with these terms. Abstract This research investigates differences in men's and women's attitudes toward ads featuring product-relevant sex appeals. Introduction Both women's and men's attitudes toward ads containing irrelevant or overly explicit sex appeals e.

Predictions Using the literature reviewed above, this research suggests that for advertising involving relevant sex appeals and unrestricted cognitive processing, commitment and sociosexuality will interact to create results that diverge from those reported for advertising involving gratuitous sex appeals and restricted cognitive processing.

Opposite sex When the sexual content is relevant for the advertised product, consumers should be mildly positive toward it because it acts as a strong argument see Petty et al. Same sex Because women invest more in parenting than men do, they have more to lose from bad mating choices, and they have therefore become the choosier sex Trivers, ; Buss, Study 1 To test the predictions that women exhibit more positive attitudes toward ads with product-relevant sexual content under normal circumstances than in conditions with heightened accessibility of relationship-commitment thoughts, and to test the moderating role of sociosexuality, an experimental study was conducted.

Participants Amazon's crowdsourcing platform Mechanical Turk MTurk was used to collect data for the experiment. Stimuli Stimuli were two fictitious ads for the sunscreen brand Dr. Design and procedure To evoke relationship-commitment thoughts, a priming procedure was used. Results As one of the hypotheses involves the metrically scaled moderator variable sociosexuality, a regression-based approach Process, Hayes, that avoids dichotomization, was chosen to test hypotheses.

Open in a separate window. Discussion Results gave support to both hypotheses. Study 2 Because this research suggests that commitment contributes to ad attitudes that deviate from what is found in previous research, it is important to investigate if results are specific to the commitment prime used in study 1. Design and procedure A 2 Gender: Participants and stimuli The sample consisted of 85 MTurk participants 44 females. Ads were the same as those used in study 1. Discussion Results corroborate those of study 1.

General discussion Research has shown that when processing is restricted, men and particularly women are negative toward gratuitous sex appeals in advertising, but that attitudes that are more positive emerge with attitudes that are more positive toward sex per se or when commitment thoughts are heightened Sengupta and Dahl, ; Dahl et al. Author contributions The author confirms being the sole contributor of this work and approved it for publication. Conflict of interest statement The author declares that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Acknowledgments The author thanks Maarten L. Majoor for designing the stimuli for this research. Effects of gender and sexual orientation on evolutionarily relevant aspects of human mating psychology. Gender differences in erotic plasticity: Cultural suppression of female sexuality. Paternity uncertainty and the complex repertoire of human mating strategies. Consumers' use of persuasion knowledge: A death to dichotomizing.

Relevant Sex Appeals in Advertising: Gender and Commitment Context Differences

Sexual content induced delays in unprimed lexical decisions: Gender differences in cognitive processes in sexuality. Sexual content-induced delay with double-entendre words. Affect, sex guilt, gender, and the rewarding-punishing effects of erotic stimuli.