You need to move on and forget me
To test the “sex sells” assumption, we examined how Italian men and women react to sexualized advertising. […] Women reacted negatively to both female and male sexualized ads by expressing higher negative emotions, which in turn disinclined them to purchase these products. On the other hand, men did not show any significant increment either on product attractiveness or purchase intentions toward female sexualized compared to neutral ads, and they also reacted negatively to male sexualization in ads. […]
Another important finding of the present study is that exposure to sexualized ads significantly impacts women’s emotions. […]
men with higher hostile sexism showed more purchase intentions after viewing sexualized than neutral 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.
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