The effect of exposure to sexual appeals in advertisements on memory, attitude, and purchase intention: a meta-analytic review

Wirtz, John G.; Sparks, Johnny V.; Zimbres, Thais M.

doi:10.1080/02650487.2017.1334996

Cited by 78 publications

(92 citation statements)

References 116 publications

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“…While I am not aware of any specific study in cultural evolution dealing with the hypothesis that sexually related information enhances the success of narratives (but see Mesoudi et al, 2006, that showed that 'gossip' content, which involved a sexual affair between a student and her professor, was better transmitted than non-social content, see also below), references to sexual activities are intuitively common in popular press. Sexual themes were present in five out of ten of the top-10 'fake news' by Facebook engagement in the same BuzzFeed list (BuzzFeed, 2017) On the other side, perhaps contrary to intuition, the effect of the presence of erotic scenes, nudity, and sexual innuendos for the success of movies (Cerridwen and Simonton, 2009) or advertisements (Wirtz et al, 2018) is unclear.…”

Section: Introductionmentioning

confidence: 99%

Cognitive attraction and online misinformation

Acerbi

2019

Palgrave Commun

108

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The spread of online misinformation has gained mainstream attention in recent years. This paper approaches this phenomenon from a cultural evolution and cognitive anthropology perspective, focusing on the idea that some cultural traits can be successful because their content taps into general cognitive preferences. This research involves 260 articles from media outlets included in two authoritative lists of websites known for publishing hoaxes and 'fake news', tracking the presence of negative content, threat-related information, presence of sexually related material, elements associated to disgust, minimally counterintuitive elements (and a particular category of them, i.e., violations of essentialist beliefs), and social information, intended as presence of salient social interactions (e.g., gossip, cheating, formation of alliances), and as news about celebrities. The analysis shows that these features are, to a different degree, present in most texts, and thus that general cognitive inclinations may contribute to explain the success of online misinformation. This account can elucidate questions such as whether and why misinformation online is thriving more than accurate information, or the role of 'fake news' as a weapon of political propaganda. Online misinformation, while being an umbrella term covering many different phenomena, can be characterised, in this perspective, not as low-quality information that spreads because of the inefficiency of online communication, but as high-quality information that spreads because of its efficiency. The difference is that 'quality' is not equated to truthfulness but to psychological appeal.

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Section: Introductionmentioning

confidence: 99%

Cognitive attraction and online misinformation

Acerbi

2019

Palgrave Commun

108

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“…The evolutionary emotional arousal theory (Lull & Bushman, ) was further supported in a more recent meta‐analysis across 78 studies conducted by Writz, Sparks, and Zimbres (). They found no effect of sexual content on brand recall but found a positive effect of sexual content on advertisement recall.…”

Section: Introductionmentioning

confidence: 83%

“…The lack of an effect of sexual content in the recent meta‐analyses (Lull & Bushman, ; Wirtz, Sparks, & Zimbres, ) may be explained by the product–sexual appeal congruence of products used in the advertisements. If there is a high level of association between the sexual content and product information, the positive effect of sexual content in memory of advertisements may be more robust.…”

Section: Introductionmentioning

confidence: 97%

“…Besides the contextual effect of the programme, programme–advertisement congruence was suggested as a potential moderating variable in two meta‐analyses (Lull & Bushman, ; Wirtz et al, ). Programme–advertisement congruence occurs when the content in both the programme and advertisements matches semantically (e.g., a humorous advertisement placed within a comedy show; Bello, Pitts, & Etzel, ).…”

Section: Introductionmentioning

confidence: 99%

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Advertisement–programme congruence in memory of sexual fragrance advertisements

Wong

McClelland

Furnham

2019

Applied Cognitive Psychology

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The current study explored the effect of sexual content in advertisements and the programme-advertisement congruence on the memory of sexual and nonsexual advertisements. Seventy participants (41 females and 29 males) were randomly allocated to one of four conditions. They viewed either The Bachelorette (sexual programme) or I'm a Celebrity… Get Me Out of Here! (nonsexual programme) with sexual or nonsexual fragrance advertisements placed within the programme. The order of the advertisements was counterbalanced across participants to control for order effects. Free and cued recall of the advertisements were assessed. As predicted, there was a main effect of advertisement type, with the sexual advertisements better recalled than the nonsexual advertisements. Contrary to our prediction, the sexual content of the programme did not have an effect on advertisement recall.There was an interaction between the advertisement type and programme type; sexual advertisements were remembered better when embedded within a sexual programme. Limitations of this study are considered.

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“…En cuanto a conductas explícitas, éstas se pueden ver reflejadas; por ejemplo, cuando una mujer toca sus pechos de manera sexual (Yang et al, 2010), cuando una pareja -hombre y mujer -se besan o se abrazan (Garcia & Yang, 2006;Huang, 2004;Pope et al, 2004); o posiciones sexuales que se asemejen al coito (Cheung et al, 2013;Severn et al, 1990;So, 1996). Por otro lado, en las apelaciones sexuales implícitas se incluye; por ejemplo, comportamientos como el uso de ropa provocativa entre una pareja heterosexual (Reichert & Alvaro, 2001), una pose sugerida que demuestre una oportunidad sexual (Patzer, 1980;Reichert et al, 2007) o fabricar un escenario en el cual se denote que una pareja va a tener un encuentro sexual inminente (Horton et al, 1982;Mittal & Lassar, 2000;Reichert & Fosu, 2005).…”

Section: El Sexo En La Publicidadunclassified

¿Influye la intensidad de los estímulos sexuales y el feminismo en las actitudes de los consumidores hacia las apelaciones sexuales y el juicio ético? Una perspectiva ecuatoriana

Rhor

Herráez

Carvajal

2019

SEECI

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Grace P. Chachalo-Carvajal: Universidad San Francisco de Quito. Ecuador. pchachalo@estud.usfq.edu.ec RESUMEN El objetivo de esta investigación fue analizar si la actitud hacia el pensamiento feminista, en un contexto cultural latino, influía en la actitud hacia diferentes anuncios publicitarios que utilizaban apelaciones sexuales hacia el cuerpo de la mujer. Este estudio tomó como base teórica las investigaciones realizadas por Hojoon Choi, Kyunga Yoo, Tom Reichert y Michael LaTour (2016). Se mostraron 4 avisos publicitarios con varios tipos de apelaciones sexuales: desnudez completa, semi-desnudez, nada de desnudez y sexismo hostil. Los resultados arrojados muestran que la media de la actitud feminista (M=3.52, SD=0.82) se encuentra de regular a buena y existe una diferencia significativa entre hombres (M=3.38, SD=0.87) y mujeres (M=3.64, SD=0.77). Las mujeres muestran levemente una actitud más feminista que la de los hombres. En cuanto a las actitudes ante los anuncios publicitarios con diferentes tipos de contenido sexual, se evidenció que existía una diferencia significativa de las medias sobre la actitud ética hacia los mismos. Mientras mayor grado de desnudez se utilizaba en el anuncio, la actitud 1 María D. Brito-Rhor: PhD(c) en Ciencias Sociales y Jurídicas, Universidad Rey Juan Carlos. MBA especialización en Marketing y Finanzas, Rodríguez-Herráez, B., y Chachalo-Carvajal, G. P. ¿Influye la intensidad de los estímulos sexuales y el feminismo en las actitudes de los consumidores hacia las apelaciones sexuales y el juicio ético? Una perspectiva ecuatoriana 46 Revista de Comunicación de la SEECI. 15 marzo 2019 /15 julio, 2019, nº 48, 45-63 ética era más negativa. Además, la media del juicio ético sobre el anuncio con "sexismo hostil" fue significativamente diferente al anuncio con semi-desnudez y desnudez completa. De los cuatro anuncios se pudo encontrar una diferencia significativa entre la actitud feminista y la actitud ética hacia el anuncio que contenía imágenes de sexismo ABSTRACTThe objective of this piece of research was to analyze if the attitude toward feminist thought, in a Latin cultural context, influenced the attitude toward different advertisements that used sexual appeals to the body of women. This study was based on theoretical research conducted by Hojoon Choi, Kyunga Yoo, Tom Reichert and Michael LaTour (2016). There were 4 advertisements with various types of sexual appeals: complete nudity, semi-nudity, no nudity and hostile sexism. The results show that the average feminist attitude (M = 3.52, SD = 0.82) is from fair to good and there is a significant difference between men (M = 3.38, SD = 0.87) and women (M = 3.64, SD = 0.77). Women show a slightly more feminist attitude than men. Regarding attitudes to advertisements with different types of sexual content, it was evident that there was a significant difference in the means of ethical attitude towards them. The higher the level of nudity used in the advertisement, the more negative the ethical attitude was. In addition, the average et...

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The effect of exposure to sexual appeals in advertisements on memory, attitude, and purchase intention: a meta-analytic review

Cited by 78 publications

References 116 publications

Cognitive attraction and online misinformation

Cognitive attraction and online misinformation

Advertisement–programme congruence in memory of sexual fragrance advertisements

¿Influye la intensidad de los estímulos sexuales y el feminismo en las actitudes de los consumidores hacia las apelaciones sexuales y el juicio ético? Una perspectiva ecuatoriana

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