Does sex in marketing really sell?


After seeing sexy women guys are more interested in products that increase their status:

In two experiments we demonstrate that men display an enhanced interest in status enhancing consumption upon exposure to mating cues. Men indicate a higher interest in high-status products (study 1) and more readily noticed high-status products (study 2) after exposure to sexily, rather than plainly, dressed women. The effects are restricted to single men, suggesting that the acquisition or consumption of a luxurious product functions as a mate attraction mechanism.

Source: “CAN BUY ME LOVE: HOW MATING CUES INFLUENCE SINGLE MEN’S INTEREST IN HIGH-STATUS CONSUMER GOODS” from Universiteit Gent working paper, March 2009

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