When Will Women Tolerate Sex-Based Advertising? A Sexual Economics Perspective


Darren Dahl
  • Speaker
Sauder School of Business, University of British Columbia

Event Information

Type
Research Seminar
Programme
Marketing
Date
Mon. 14 Apr. 2008
Contact
Time
12:30-14:00 hours
E-mail
Location
Mandeville Building T3-31
Number


Abstract

This paper draws on Sexual Economics Theory (SET) to examine women’s instinctive attitudes towards the gratuitous use of sex in advertising. SET claims that sex is a resource that women possess and men want, and that women accordingly prefer sex to be thought of as rare, exclusive, and of high worth. In line with SET, women’s spontaneous dislike of sexual ads softened when the ad could be interpreted in terms of resources being offered by men to women, or when the ad associated sex with high worth (e.g., an expensive product). These results constitute the first empirical support for Sexual Economics Theory.
 
Contact information:
Dr. B. Donkers
Email
Bas Donkers
Professor of Marketing Research
  • Coordinator