The Influence of Erotic Stimulation on Brand Preference of Male and Female Consumers: From the Perspective of Human Reproductive Motives
Based on the theory of human reproductive motives, this study discusses how erotic stimulation can help activate male and female consumers’ reproductive motives (i.e., mate-attraction and mate-retention motives), influencing product purchase intention and brand personality perception. Specifically,...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-06-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.848864/full |
| _version_ | 1811335717874302976 |
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| author | Xia Wei Xin Huang Yufeng Xie Rungting Tu |
| author_facet | Xia Wei Xin Huang Yufeng Xie Rungting Tu |
| author_sort | Xia Wei |
| collection | DOAJ |
| description | Based on the theory of human reproductive motives, this study discusses how erotic stimulation can help activate male and female consumers’ reproductive motives (i.e., mate-attraction and mate-retention motives), influencing product purchase intention and brand personality perception. Specifically, the results of four experiments reveal that when a man receives erotic stimulation from women, his mate-attraction motive is activated. Consequently, he perceives that the brand personality of his possessions is more rugged, and his preference for products with a rugged brand personality is stronger. Unlike male consumers, when a heterosexual woman in an intimate romantic relationship receives erotic stimulation from other women, her mate-retention motive is activated. As a result, she perceives that the brand personality of her partner’s possessions is sincerer and prefers to purchase products with a sincere brand personality for her partner. This effect will not occur when a product is owned by her male colleague than her partner. |
| first_indexed | 2024-04-13T17:28:28Z |
| format | Article |
| id | doaj.art-174cf893a53a4c43aaffc610e61dbc00 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-13T17:28:28Z |
| publishDate | 2022-06-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-174cf893a53a4c43aaffc610e61dbc002022-12-22T02:37:39ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-06-011310.3389/fpsyg.2022.848864848864The Influence of Erotic Stimulation on Brand Preference of Male and Female Consumers: From the Perspective of Human Reproductive MotivesXia Wei0Xin Huang1Yufeng Xie2Rungting Tu3College of Management, Shenzhen University, Shenzhen, ChinaFaculty of Economics and Business Administration, Sapporo Gakuin University, Ebetsu, JapanCollege of Management, Shenzhen University, Shenzhen, ChinaCollege of Management, Shenzhen University, Shenzhen, ChinaBased on the theory of human reproductive motives, this study discusses how erotic stimulation can help activate male and female consumers’ reproductive motives (i.e., mate-attraction and mate-retention motives), influencing product purchase intention and brand personality perception. Specifically, the results of four experiments reveal that when a man receives erotic stimulation from women, his mate-attraction motive is activated. Consequently, he perceives that the brand personality of his possessions is more rugged, and his preference for products with a rugged brand personality is stronger. Unlike male consumers, when a heterosexual woman in an intimate romantic relationship receives erotic stimulation from other women, her mate-retention motive is activated. As a result, she perceives that the brand personality of her partner’s possessions is sincerer and prefers to purchase products with a sincere brand personality for her partner. This effect will not occur when a product is owned by her male colleague than her partner.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.848864/fullerotic stimulationmate-attraction motivemate-retention motivebrand personalitygender differenceconsumer perception |
| spellingShingle | Xia Wei Xin Huang Yufeng Xie Rungting Tu The Influence of Erotic Stimulation on Brand Preference of Male and Female Consumers: From the Perspective of Human Reproductive Motives Frontiers in Psychology erotic stimulation mate-attraction motive mate-retention motive brand personality gender difference consumer perception |
| title | The Influence of Erotic Stimulation on Brand Preference of Male and Female Consumers: From the Perspective of Human Reproductive Motives |
| title_full | The Influence of Erotic Stimulation on Brand Preference of Male and Female Consumers: From the Perspective of Human Reproductive Motives |
| title_fullStr | The Influence of Erotic Stimulation on Brand Preference of Male and Female Consumers: From the Perspective of Human Reproductive Motives |
| title_full_unstemmed | The Influence of Erotic Stimulation on Brand Preference of Male and Female Consumers: From the Perspective of Human Reproductive Motives |
| title_short | The Influence of Erotic Stimulation on Brand Preference of Male and Female Consumers: From the Perspective of Human Reproductive Motives |
| title_sort | influence of erotic stimulation on brand preference of male and female consumers from the perspective of human reproductive motives |
| topic | erotic stimulation mate-attraction motive mate-retention motive brand personality gender difference consumer perception |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.848864/full |
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