The Influence of Erotic Stimulation on Brand Preference of Male and Female Consumers: From the Perspective of Human Reproductive Motives

Abstract

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.

For me, for you, or for the environment? Explaining young consumers’ motives for adopting electric cars based on the fundamental motive framework

“…On the other hand, men are more likely to purchase luxury conspicuous cars when the perceived maleto-male competition is high, as it helps them to have subjective social status and feel confident (Hennighausen et al, 2016). In addition, when the mate retention motive is salient among Millennials and Gen Z, they tend to consume products that are seen as more sincere (Wei et al, 2022) such as green and sustainable products (Rostiani et al, 2022). Therefore, this study proposes that purchasing green products, such as EC, can fulfill the need for mate retention:…”