The effect of exposure to sexual appeals in advertisements on memory, attitude, and purchase intention: a meta-analytic review

• Published in: International journal of advertising 2018-03, Vol.37 (2), p.168-198
• Main Authors: Wirtz, John G., Sparks, Johnny V., Zimbres, Thais M.
• Format: Article
• Language: English
• Subjects: ad recognition and recall; attitude toward ad; attitude toward brand; brand recognition and recall; meta-analysis; purchase intention; Sex in advertising; sexual appeal
• ISSN: 0265-0487; 1759-3948
• DOI: 10.1080/02650487.2017.1334996

Researchers have often attempted to answer the question, 'Does sex sell?' In this article, we present a meta-analysis of studies that used an experiment to test the effect of sexual appeals in ads on memory, attitude, and purchase intention. Our analysis revealed a significant positive effect for sexual appeals on ad recognition and recall (weighted Cohen's d = .38, p < .001), but the effect on brand recognition and recall was not significant (d = .09, p = .30). We also found that the effect of sexual appeals on attitude towards the ad was not significant (d = −0.07, p = .26); however, additional analysis showed that males (d = .27, p < .01) evaluate ads with sexual appeals significantly more positively than females (d = −.38, p < .001). Finally, we found a small significant negative effect on brand attitude (d = −.22, p < .05), but no effect on purchase intention (d = .01, p = .94).