Relevant sex appeals in advertising: Gender and commitment context differences
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, were more negative toward an ad featuring an attractive opposite-sex model when their commitment thoughts were heightened. Women were also mor...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2016-09-01
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| Series: | Frontiers in Psychology |
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| Online Access: | http://journal.frontiersin.org/Journal/10.3389/fpsyg.2016.01456/full |