ArticleFrontiers in neuroscience2020
Love at First Glance but Not After Deep Consideration: The Impact of Sexually Appealing Advertising on Product Preferences.
Article in Frontiers in neuroscience, 2020. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 5 papers.
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Who cites it
5 citing papers in PubMed.
- Exploring consumers' perceptions of online purchase decision factors: electroencephalography and eye-tracking evidence.Frontiers in human neuroscience · 2024Article
- Mate preference and brain oscillations: Initial romantic attraction is associated with decreases in alpha- and lower beta-band power.Human brain mapping · 2022Article
- Editorial: Understanding cognitive differences across cultures: Integrating neuroscience and cultural psychology.Frontiers in psychology · 2022Article
- Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity.Frontiers in psychology · 2021Article
- Decoding Three Different Preference Levels of Consumers Using Convolutional Neural Network: A Functional Near-Infrared Spectroscopy Study.Frontiers in human neuroscience · 2020Article
Corrections and comments
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Authors and funding
6 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
In advertising studies, the impact of sexually appealing advertisements (hereafter "ads") on consumers' product preferences is highly controversial. This paper explores (1) how such ads affect consumers' product preferences at the gazing stage (initial stage of exposure to the ad) and evaluation stage (final product preference), and (2) which type of product (utilitarian vs. hedonic) is more suited to such ads. We used an electroencephalogram to record participants' product preferences at the gazing stage and self-reported product preferences at the evaluation stage. The results indicated that participants preferred ads with high sex appeal at the gazing stage and ads with low sex appeal at the evaluation stage. Further, compared to utilitarian products, hedonic products were more suited to sexually appealing ads. The findings suggest that the effect of such ads on consumers' product preferences varies depending on their cognitive stage and the type of product advertised.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.