Sexual coercion is a serious health problem in the United States, and it is the most prevalent form of sexual victimization that occurs on college campuses. The present study aimed to identify factors, such as exposure to objectified women in alcohol advertisements, that may contribute to college students’ intentions to sexually coerce with alcohol use and without alcohol use. We also investigated the potential effects of gender stereotypes, wishful identification of alcohol ads, perceived realism of alcohol ads, and alcohol expectancies related to sexual enhancement on students’ intentions to coerce. An online experiment was conducted with 1208 students from a large Northwestern university. Participants were randomly assigned to two conditions in which they were exposed to alcohol advertisements that included either highly objectified images of women or low-objectified images of women. The regression analyses indicate beliefs in gender stereotypes were the most consistent predictor across women and men’s sexually coercive intentions, regardless if alcohol was used. Wishful identification with models in alcohol advertisements was positively associated with intentions to coerce, and perceived realism of alcohol ads was negatively associated with intentions to coerce. For college men’s intentions to sexually coerce using alcohol, there were significant interaction effects between exposure to highly objectified advertisements and gender stereotypes. For women’s intentions to sexually coerce using alcohol, the interaction between wishful identification and perceived realism was significant. Education efforts are needed to deal with the endorsement of gender stereotypes on college campuses. Media literacy may help college students critically evaluate portrayals of women in the media, and thus, in turn, may help lower intentions to sexually coerce.

性胁迫在美国是一个严重的健康问题，它是大学校园中最普遍的性侵害形式。本研究旨在确定可能导致大学生使用酒精和不使用酒精进行性胁迫的因素，例如在酒精广告中接触客观化的女性。我们还调查了性别刻板印象、酒精广告的一厢情愿识别、酒精广告的真实感以及与性增强相关的酒精期望对学生强迫意图的潜在影响。对来自西北一所大型大学的 1208 名学生进行了在线实验。参与者被随机分配到两个条件下，他们接触到酒精广告，其中包括高度客观化的女性形象或低客观化的女性形象。回归分析表明，无论是否使用酒精，对性别刻板印象的信念是女性和男性性胁迫意图最一致的预测因素。在酒精广告中对模特的一厢情愿与胁迫意图呈正相关，而酒精广告的感知真实性与胁迫意图呈负相关。对于大学生男性使用酒精进行性胁迫的意图，暴露于高度客观化的广告和性别刻板印象之间存在显着的交互作用。对于女性使用酒精进行性胁迫的意图，一厢情愿的认同和感知的现实主义之间的相互作用是显着的。需要教育努力来应对大学校园对性别陈规定型观念的认可。媒体素养可以帮助大学生批判性地评估媒体中对女性的描绘，从而有助于降低性胁迫的意图。