When sex doesn’t sell to men: mortality salience, disgust and the appeal of products and advertisements featuring sexualized women

When sex doesn’t sell to men: mortality salience, disgust and the appeal of products and advertisements featuring sexualized women. Seon Min Lee et al. Motivation and Emotion, August 2017, Volume 41, Issue 4, pp 478–491, https://link.springer.com/article/10.1007/s11031-017-9615-9

Abstract: Although men typically hold favorable views of advertisements featuring female sexuality, from a Terror Management Theory perspective, this should be less the case when thoughts of human mortality are salient. Two experiments conducted in South Korea supported this hypothesis across a variety of products (e.g., perfume and vodka). Men became more negative towards advertisements featuring female sexuality, and had reduced purchase intentions for those products, after thinking about their own mortality. Study 2 found that these effects were mediated by heightened disgust. Mortality thoughts did not impact women in either study. These findings uniquely demonstrate that thoughts of death interact with female sex-appeal to influence men’s consumer choices, and that disgust mediates these processes. Implications for the role of emotion, and cultural differences, in terror management, for attitudes toward female sexuality, and for marketing strategies are discussed.

Keywords: Mortality salience, Sex-appeal, Disgust, Advertisements, Terror management


Conclusion: There is a high prevalence of using female sexuality with the intention to sell across a wide range of products, entertainment types (e.g., sports) and media. While men typically enjoy advertisements that utilize sex appeal, and female sexuality, the current research suggests that, in conjunction with thoughts of death (which are primed in many media contexts, such as television programs, movies, internet articles, and also in the physical environment, such as cemeteries, hospitals, war memorials, funeral homes), these advertisements would not be effective as a means to sell products. On a broader level, they suggest that, in the context of existential concerns, sexuality, and in particular female sexuality, continues to be paradoxical, serving as a key component to the origin of human life and as a source of immense pleasure, but remaining a lens through which we are disgusted with our own animal nature.