Does Sex Really Sell? Paradoxical Effects of Sexualization in Advertising on Product Attractiveness and Purchase Intentions

Does Sex Really Sell? Paradoxical Effects of Sexualization in Advertising on Product Attractiveness and Purchase Intentions. Sarah Gramazio, Mara Cadinu, Francesca Guizzo & Andrea Carnaghi. Sex Roles (2020), September 23 2020. https://link.springer.com/article/10.1007/s11199-020-01190-6

Abstract: To test the “sex sells” assumption, we examined how Italian men and women react to sexualized advertising. Women showed lower product attractiveness and purchase intentions toward products presented with sexualized female models than with neutral ads, whereas men were unaffected by ads’ sexualization (Study 1, n = 251). Study 2 (n = 197) replicated the overall results. Study 3 (n = 198) tested hostile sexism as a moderator as well as negative emotions as a mediator of consumers’ responses. Especially men with higher hostile sexism showed more purchase intentions after viewing female sexualized ads than neutral ads. Moreover, women’s lower consumer responses toward sexualized female ads were due to higher negative emotions. Study 4 (n = 207) included ads with both female and male models, replicating responses to female sexualization and showing that both women and men had lower product attractiveness and purchase intentions toward male sexualized ads than neutral ads. Replicating and extending Study 3’s results, women’s negative emotions was the mediator. The present study has practical implications for marketers because it suggests that “sex does not sell.” In addition, considering both the psychological damage and practical inefficacy of sexualized ads, our findings have important implications for public policy.

General Discussion

The present research showed a series of important results. First, across the four studies we have confirmed Hypothesis 1b, namely that women were less attracted toward products and had lower purchase intentions when they were presented with sexualized female models than with neutral ads. Second, and disconfirming Hypothesis 1a, men, contrary to women, were largely unaffected by the level of female sexualization of the ads. These results are further supported by the meta-analysis, which provides a reliable and trustworthy pattern of cumulative evidence.

In addition, contrary to Hypothesis 2, in Study 2 participants’ attitudes that view women as sexual objects and men as sex-driven were not related to their reactions toward the female model ads. Moreover, both in Study 3 and Study 4 and in line with Hypothesis 3a, women reported higher negative emotions after exposure to female sexualized than neutral ads. However, partially disconfirming Prediction 3b, women’s positive emotions varied across conditions in Study 4 but not in Study 3. In addition, in line with the lack of effects on product attractiveness and purchase intentions, men’s emotions were never affected by condition.

Most importantly, consistent with Hypothesis 4, in Study 3 women’s negative emotions toward sexualized female (vs. neutral) ads were found to be one mechanism underlying their decrement on product attractiveness and purchase intentions. In addition, in line with Hypothesis 5b, Study 3 also demonstrated hostile sexism as one individual difference that moderated purchase intentions: Higher hostile sexism in men was associated with higher purchase intentions after viewing sexualized female ads than neutral ads. Moreover, hostile sexism predicted higher purchase intentions among women in the control condition.

Moreover, in line with Hypothesis 6, in Study 4 both men and women expressed lower product attractiveness and purchase intentions toward sexualized male model ads than neutral ads. In addition, partially confirming Hypothesis 7b, women showed higher negative emotions toward male sexualized ads compared to neutral ads, whereas men’s emotions did not vary. Importantly, in Study 4 we extended the mediation analysis to male model ads by showing that women’s negative emotions were responsible for the decrement on product attractiveness and purchase intentions toward both female and male models sexualized (vs. neutral) ads.

Overall, our findings on product attractiveness and purchase intentions substantially advance Wirtz et al.’s (2018) results by showing that female sexualization in advertising has a negative effect on women’s responses and has a null effect on men’s responses and that the use of male sexualization is counterproductive both for women and men. Concerning male model ads, this pattern of results contributes to Wirtz et al.’s analyses because it clearly demonstrates that not only men, but also women, dislike male sexualization in advertisement, in contrast with Jones et al.’s (1998) claims. Concerning female model ads, our pattern of results is in contrast with Wirtz et al.’s conclusions regarding men’s higher attractiveness toward sexualized female ads and women’s lack of effect on purchase intentions. One possibility to explain this discrepancy is the fact that Wirtz et al.’s meta-analysis includes studies starting from the early 1970s and the advertising context nowadays might be different. Indeed, in the last decade, the femvertising movement for body-positive advertising has emerged and new ad campaigns using empowerment messages to women were created (Castillo 2014; Teng et al. 2020). Therefore, in the last decade people may have developed an appreciation for a variety of female and male model ads that goes beyond sexualization, a possibility that would help explain our participants’ mostly negative reactions toward sexualized ads.

Another important finding of the present study is that exposure to sexualized ads significantly impacts women’s emotions. These findings enrich an under-investigated area of research. Indeed, although some studies indicated that consumers who purchase new products are more likely to form preferences (favorable or unfavorable) based on affective evaluations (Muehling and McCann 1993; Reichert 2002), research that analyzes advertisement-related emotions within the context of sexualization is scarce. Therefore, a significant theoretical contribution of the present study is our moderated mediation analyses, which suggest that negative emotions can work as one mechanism that regulates women’s reactions. Overall, sexualized images work against women’s product attractiveness and purchase intentions because they elicit negative emotions.

Moreover, the present study deepens our understanding of the moderating role of individual differences in gender attitudes on the relation between female ad sexualization and purchase intentions: Especially men with higher hostile sexism showed more purchase intentions after viewing sexualized than neutral ads. This finding nicely parallels results by Zawisza et al. (2018) who showed a positive association between hostile sexism and purchase intentions toward stereotypically feminine ads. In addition, our results suggest that the endorsement of hostile sexism by men may favor the validation of sexualized female models proposed by media. Given that the exposure to female sexualized images increases hostile sexism (Fox and Potocki 2016; Rollero 2013), our results complement this evidence and suggest a vicious circle between female sexualization and hostile sexism. Future research should further investigate this possibility and test whether it is specific to hostile sexism or it may also extend to benevolent sexism, a construct that was not measured in the present study. An additional unexpected result was that the higher women’s hostile sexism, the higher their purchase intentions in the control condition. This result suggests a general relation between women’s level of hostile sexism and consumerism, a possibility that should be further investigated in future research.

Limitations and Future Research Directions

The present research presents some limitations. In line with previous literature we have tested the role of the gender-relevance of the products on product attractiveness and purchase intentions and found no significant effects. However, the products chosen were not varied in a systematic way with respect to other characteristics. For example, some products were gendered in a way that may make them less appealing to female consumers (e.g., men’s shoes), thus creating a potential confound leading to the decrease in women’s preferences. However, the gender of our participants did not affect the results in the control condition, which helps exclude the possibility of such a confound. Nevertheless, it would still be important for future studies to systematically vary the products’ gender target. Also related to this point, future research may assess participants’ relationship status, a variable that we did not assess and that may further modulate participants’ responses because some products may be interesting to buy for one’s partner. In addition, the economic value of the products (luxury vs. inexpensive) was not systematically varied; future research may be conducted to ascertain whether this feature may also modulate consumers’ responses toward sexualized versus neutral ads.

In all four studies, we compared sexualized ads including (fe)male models in revealing clothing to neutral ads including the same product as in the sexualized condition, but devoid of the model. To have a further control condition, we suggest future studies also have the same (fe)male models but portrayed in non-sexualized ways. More generally, we think that Study 4’s results on the effects of male sexualized models are promising especially because they demonstrate that the mediating role of women’s negative emotions nicely parallel results obtained toward female sexualized models. However, our study did not provide any information on the reasons why men responded unfavorably to sexualized male model ads. One speculation is that male ad sexualization confronts men with their explicit or implicit homophobia. To explore this possibility, future research may further investigate men’s reactions toward male sexualized ads by also assessing homophobia and masculinity norms.

Finally, another future direction of the present study is to diversify the type of models included in the ads. The present study was conducted in Italy and all models were White and reflected the sexualized thin ideal for women and the muscular ideal for men. Therefore, we suggest more diversity in future studies.

Practice Implications

The present study presents several practical implications. Concerning marketing, our results are at odds with current sexualizing marketing strategies, which are based on the assumption that “sex sells.” Indeed, our findings suggest that, at the marketing level, the use of female sexualization in advertising is counterproductive for women and useless for men as consumers and that the use of male sexualization is counterproductive both for women and men. Put differently, our findings show that “sex does not sell,” a result that questions sexualization as a useful marketing strategy.

Concerning ethical implications, the present findings complement a large amount of research based on objectification theory that has shown detrimental effects of exposure to media sexualization on women’s and men’s well-being (Agliata and Tantleff-Dunn 2004; Leit et al. 2002; Lorenzen et al. 2004; Ward 2016). Therefore, considering the psychological damage and the practical inefficacy of sexualized ads, we argue that sexualization in advertising should be addressed in public policy discourse. This issue is particularly relevant with respect to sexualized advertisement aimed at children (Pacilli et al. 2016), which would require even stricter regulations. Also relevant to public policy, media literacy programs may be employed to buffer the negative effects of media sexualization (see Guizzo and Cadinu 2020; Tylka and Augustus-Horvath 2011).