Their research even went a step further. It was hypothesized that individuals who hold a more negative standpoint on casual sex would feel dirty and, in turn, would be more likely to have greater liking for personal hygiene products. Individuals who hold a positive view, however, were hypothesized to not fall victim to this effect.
They compared several groups of individuals: Those with a different political view Republican [right-wing] vs. Democratic [left-wing] , religion religious vs. The results again confirmed their hypotheses: there is a difference between these groups.
This finding opens a door for both behavior scientists, as well as marketeers: How else can the embodiment effect influence the behavior of consumers?
Based on the distance effect of embodied cognition, we know that a greater distance between an old price and a new, discounted, makes consumers more likely to perceive the discounted price as actually lower. Same goes for television advertisements in which a camera zooms out, leading the consumer to mentally distance themselves from the advertisement. A great effect for when the advertisement is ending — however, not so great when the brand was planning on showing their logo or product at that exact moment.
If this is positive, the consumer will not feel dirty and the effect will not hold. However, if the individual has a negative standpoint toward casual sex, they will feel dirty.
Time to sell some hygiene products! One way for brands to tell an authentic story is through social media. New lingerie brands, overall, that channel messages of body positivity and intimacy are resonating with more women, especially younger women. Sign up for WWD news straight to your inbox every day. All Rights reserved. Related Galleries. Tags Consumer Behavior lingerie.
So does the conventional wisdom of "sex sells" still hold any weight? It perpetuates all kinds of problems and objectifies people — mostly women but sometimes men as well. It teaches everyone that people are there to be desired rather than respected," Loz Horner, a strategist at Lucky Generals, says. Advertising is not the only culprit that has sold false, and sometimes damaging, ideas about sex.
The rise of digital media and platforms has simultaneously broadened and warped sexual attitudes. We can talk to different groups about their likes and dislikes. We can be anything that we want to be," Chantelle Begley, head of strategy at Havas London, which works with Durex, says. This dichotomy is evident in the widespread availability of free porn online, through sites such as Pornhub.
While Begley acknowledges that porn has its benefits, offering a place for exploration and fantasy, it can also spread misinformation and show unrealistic or extreme versions of sex. Research shows children are being exposed to graphic images online that promote life-threatening sexual acts such as erotic asphyxiation, without much wider sex education elsewhere.
Thirty-eight per cent of women under the age of 40 have experienced unwanted slapping, choking and gagging or being spat on during consensual intercourse, a survey by research company Savanta ComRes found, citing violent scenes in porn as one cause.
Begley recalls coming across a Spotify playlist called "A soundtrack to choke her out to". We feel that Durex could play a positive role," Wilson says. Told I need to moan like that. Besides the ubiquity of porn, another force at play in the new sexual landscape is the rise of dating apps, which has transformed how a younger generation behaves in this respect by making it normal to meet others online.
Dating apps, including Tinder, Bumble and Hinge, have also reported a rise in use during the coronavirus pandemic, when many people have self-isolated, leading those companies to implement more "virtual dating" features.
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Sex Roles, 79 , — Download references. You can also search for this author in PubMed Google Scholar. Correspondence to Francesca Guizzo. This study was carried out in accordance with the recommendations of APA ethical guidelines and the ethical committee of the University of Padova.
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Skip to main content. Search SpringerLink Search. Download PDF. Sexualization in Advertising According to objectification theory Fredrickson and Roberts , sexual objectification is a form of body reductionism that occurs whenever a person is fragmented into a collection of sexual body parts or functions, is considered as a silent decoration, and is evaluated solely on the basis of his or her appearance.
The Efficacy of Sexualized Advertising Previous research on attractiveness and purchase intentions toward products associated with sexualized female models has shown an inconclusive pattern of results. Emotional Reactions to Sexualized Advertisement In the present work we also will study emotional responses by men and women toward sexualized versus neutral ads. The Role of Gender-Role Attitudes in Advertising Researchers who have focused on whether sexualized ads actually sell products Wirtz et al.
The Present Research In the present set of studies, we investigate attitudes and purchase intentions toward sexualized versus neutral ads Studies 1—4.
Method Participants and Design We recruited participants women and men. Procedure, Materials, and Measures In addition to a snowball sampling procedure, the experimenters recruited participants via Facebook and Instagram posts and via messages to acquaintances. Ads Participants were exposed to either five sexualized or five neutral ads.
Product Attractiveness Participants were asked to indicate the extent to which they were attracted to each product on five items rated from 1 Not at all to 5 Very much.
Discussion Study 1 showed a series of important results. Method Participants Two-hundred Italian participants women, and 92 men recruited online volunteered to participate in the present study. Procedure, Materials, and Measures The procedure was the same as in Study 1. Ads Participants were exposed to six ads depicting a sexualized woman or six neutral ads depicting only the same product. Product Attractiveness Unlike Study 1, for each ad, two items measured product attractiveness i.
Discussion In line with Hypothesis 1b and results of Study 1, Study 2 demonstrated that women showed significantly lower product attractiveness after exposure to sexualized female ads than neutral ads. Study 3 The first goal of Study 3 is to further investigate the effects of female model ad sexualization on product attractiveness and purchase intentions. Method Participants Two-hundred and two participants women, 97 men recruited through advertisement in social networks voluntarily participated in the present study.
Procedure, Materials, and Measures The procedure was similar to Study 2. Product Attractiveness and Purchase Intentions Product attractiveness and purchase intentions were measured as in Study 2. Emotions Participants were asked to indicate the extent to which they had experienced some specific emotions after viewing the ads on a scale from 1 Not at all to 7 Very much. Study 4 In Study 4 we sought to replicate the overall pattern of results in Studies 1—3 regarding female model ads.
Procedure, Materials, and Measures The procedure was similar to Study 3. Product Attractiveness and Purchase Intentions The same scales as in Studies 2 and 3 were used to measure product attractiveness and purchase intentions. Emotions The same emotions as in Study 3 were used in the present study. Meta-Analysis To further analyze how women and men reacted to female sexualization in advertising, following the procedure by Riva et al. General Discussion The present research showed a series of important results.
Limitations and Future Research Directions The present research presents some limitations. Practice Implications The present study presents several practical implications. References Agliata, D. Article Google Scholar Albarello, F. Article Google Scholar Aylesworth, A. Article Google Scholar Bartky, S. Google Scholar Behm-Morawitz, E. Article Google Scholar Belch, M.
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