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.

中文翻译：

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性真的有卖吗？广告中性化对产品吸引力和购买意愿的矛盾影响

为了测试“性销售”假设，我们研究了意大利男性和女性对色情广告的反应。与中性广告相比，女性对性感女模特展示的产品表现出较低的产品吸引力和购买意愿，而男性则不受广告性感的影响（研究 1，n = 251）。研究 2 (n = 197) 重复了总体结果。研究 3 (n = 198) 测试了敌对性别歧视作为调节器以及负面情绪作为消费者反应的调节器。特别是具有较高敌意性别歧视的男性在观看女性性感广告后比中性广告表现出更多的购买意愿。此外，女性消费者对性感女性广告的反应较低是由于较高的负面情绪。研究 4 (n = 207) 包括女性和男性模特的广告，复制对女性性化的反应，并表明女性和男性对男性性化广告的产品吸引力和购买意愿都低于中性广告。复制和扩展研究 3 的结果，女性的负面情绪是中介。本研究对营销人员具有实际意义，因为它表明“性不能卖”。此外，考虑到性化广告的心理伤害和实际低效，我们的研究结果对公共政策具有重要意义。