Does Sex Really Sell? Paradoxical Effects of Sexualization in Advertising on Product Attractiveness and Purchase Intentions
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DOI: 10.1007/s11199-020-01190-6
Abstract: To test the “sex sells” assumption, we examined how Italian men and women react to sexualized advertising. Women showed lower product attractiveness and purchase intentions toward products presented with sexualized female models than with neutral… read more here.
Keywords: purchase intentions; purchase; sexualization; product attractiveness ... See more keywords