This research investigates differences in men's and women's attitudes toward ads featuring product-relevant sex appeals. It is found that women, but not men, W h brown Alsdorf more negative toward an ad featuring an attractive opposite-sex model when their commitment thoughts were heightened. Women were also more negative toward an ad with an attractive same-sex model in the presence of commitment thoughts, but only when they scored high on sociosexuality.
Men appeared unaffected, regardless of their level of sociosexuality.
Commitment thoughts were manipulated by two types of prime, a parenting prime study1 and a romantic prime study 2. Results are explained by differences in how men and women react to sexual material and by differences in men's and women's evolved mating preferences.
Both women's and men's attitudes toward ads containing irrelevant or overly explicit sex appeals e. Nevertheless, research has found that attitudes toward ads featuring irrelevant sex appeals are more positive in situations which facilitate intuitive instead of reasoned thinking Sengupta and Dahl, ; Dahl et al.
The reason is that detecting that a certain norm is violated by the ad Sex advertising Hellersdorf requires reasoned thinking Campbell and Kirmani, Further, it was found that when reasoned thinking is restricted, men's attitudes toward irrelevant sex ads are more positive than women's Sengupta and Dahl, ; Dahl et al. Also, among women with more positive attitudes toward sex per seattitudes toward ads featuring irrelevant sex are similar to those of men Sengupta and Dahl, Both evolutionary and social explanations propose that women appreciate sex when perceived within a frame of relationship commitment whereas men appreciate sex whether relational or casual Trivers, ; Buss, ; Schwartz and Rutter, ; Baumeister and Sex advertising Hellersdorf, ; Hill, Evolutionary and social accounts also suggest that men, on average, hold more positive attitudes toward sex itself than women do Griffitt and Kaiser, ; Malamuth, Consequently, women with attitudes that are more positive toward sex per se can be expected to hold attitudes toward ads featuring irrelevant sex that are similar to those of men.
The current research extends previous research wdvertising examining the effect of relationship commitment on ad attitudes when the sex appeal is relevantly connected to the advertised product and occurs in a situation that facilitates reasoned thinking.
The current research also extends previous HHellersdorf by examining advertisig joint effect on ad attitudes of relationship commitment and general desire toward sex.
In the research presented here, irrelevant and overly Hellersdirf sex appeals are referred to as gratuitous sex appeals Sengupta and Dahl, and relationship commitment is defined as a commitment between two persons in a long-term relationship in which both parties invest resources, such as parenting and romance Dahl et Sweet rubs Merzig Germany. In situations with relevant or non-gratuitous sex appeals and reasoned thinking, thoughts about committed relationships are Sex advertising Hellersdorf to lead to less favorable ad attitudes among women.
Generally, sex that is relevant for the advertised product is likely to be accepted because sex is then seen as part of the product argument.
When thoughts about relationship commitment are Sex advertising Hellersdorf and reasoning is possible, women are likely to have a different perspective than men on sex appeals. Sexually transmitted infections STIs pose a significant threat to individual and public health.
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❶It is found that women, but not men, were more negative toward an ad advertisng an attractive opposite-sex model when their commitment thoughts were heightened. Toggle navigation.
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Sexually explicit media, gender differences, and evolutionary theory. Evolutionary hypotheses tested in 37 cultures". The sample consisted of 85 MTurk participants 44 females. Gender differences in erotic plasticity: In all Sex advertising Hellersdorf, xdvertising age was a covariate. The advert pixelates the non-existent roof to the car, similar to the pixilation that occurs when female's breasts are exposed in some forms of media. It is found that for ads in which the sex appeal is related to addvertising advertised brand, attitudes are less positive for women when Secrets mens club Frechen are influenced by a commitment context.
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