性(歧视)卖不出去:拆解广告中裸体和性别歧视的影响

IF 2.7 4区 心理学 Q2 PSYCHOLOGY, EXPERIMENTAL
Mira Hertel, Laura Palla, Hans-Georg Wolff
{"title":"性(歧视)卖不出去:拆解广告中裸体和性别歧视的影响","authors":"Mira Hertel,&nbsp;Laura Palla,&nbsp;Hans-Georg Wolff","doi":"10.1016/j.actpsy.2025.104909","DOIUrl":null,"url":null,"abstract":"<div><div>Though advertisers frequently use sex appeal to improve advertising effectiveness, its effects on recipients' attitudes are not fully understood. In fact, a recent meta-analysis by <span><span>Wirtz et al. (2018)</span></span> reports heterogeneous effect sizes and suggests that differences among sexual stimuli might contribute to this heterogeneity. We adopt this proposition and argue that while scholars mostly use nudity to manipulate sex appeal in advertising, these manipulations often confound nudity and sexism. We seek to disentangle unique and interactive effects of nudity and sexism on attitudes towards the ad and the brand. We conduct two preregistered experiments using 16 real and fictitious print ads of female models, respectively. Through an orthogonal manipulation of nudity and sexism, we provide a rigorous estimation of the independent effect sizes and show that effects of nudity are small, whereas sexism exerts medium to strong effects on attitudes. Therefore, sexism rather than nudity appears to drive consumers' negative responses.</div></div>","PeriodicalId":7141,"journal":{"name":"Acta Psychologica","volume":"255 ","pages":"Article 104909"},"PeriodicalIF":2.7000,"publicationDate":"2025-03-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Sex(ism) doesn't sell: Disentangling the effects of nudity and sexism in advertising\",\"authors\":\"Mira Hertel,&nbsp;Laura Palla,&nbsp;Hans-Georg Wolff\",\"doi\":\"10.1016/j.actpsy.2025.104909\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><div>Though advertisers frequently use sex appeal to improve advertising effectiveness, its effects on recipients' attitudes are not fully understood. In fact, a recent meta-analysis by <span><span>Wirtz et al. (2018)</span></span> reports heterogeneous effect sizes and suggests that differences among sexual stimuli might contribute to this heterogeneity. We adopt this proposition and argue that while scholars mostly use nudity to manipulate sex appeal in advertising, these manipulations often confound nudity and sexism. We seek to disentangle unique and interactive effects of nudity and sexism on attitudes towards the ad and the brand. We conduct two preregistered experiments using 16 real and fictitious print ads of female models, respectively. Through an orthogonal manipulation of nudity and sexism, we provide a rigorous estimation of the independent effect sizes and show that effects of nudity are small, whereas sexism exerts medium to strong effects on attitudes. Therefore, sexism rather than nudity appears to drive consumers' negative responses.</div></div>\",\"PeriodicalId\":7141,\"journal\":{\"name\":\"Acta Psychologica\",\"volume\":\"255 \",\"pages\":\"Article 104909\"},\"PeriodicalIF\":2.7000,\"publicationDate\":\"2025-03-17\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Acta Psychologica\",\"FirstCategoryId\":\"102\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0001691825002227\",\"RegionNum\":4,\"RegionCategory\":\"心理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"PSYCHOLOGY, EXPERIMENTAL\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Acta Psychologica","FirstCategoryId":"102","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0001691825002227","RegionNum":4,"RegionCategory":"心理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"PSYCHOLOGY, EXPERIMENTAL","Score":null,"Total":0}
引用次数: 0

摘要

虽然广告商经常利用性吸引力来提高广告效果,但它对接受者态度的影响还没有完全了解。事实上,Wirtz等人(2018)最近的一项荟萃分析报告了异质性效应大小,并表明性刺激之间的差异可能导致这种异质性。我们采纳了这一命题,并认为虽然学者们大多使用裸体来操纵广告中的性吸引力,但这些操纵往往混淆了裸体和性别歧视。我们试图解开裸体和性别歧视对广告和品牌态度的独特互动影响。我们分别使用16个真实和虚构的女性模特平面广告进行了两次预注册实验。通过对裸体和性别歧视的正交处理,我们提供了独立效应大小的严格估计,并表明裸体的影响很小,而性别歧视对态度有中等到强烈的影响。因此,消费者的负面反应似乎是性别歧视而不是裸体。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Sex(ism) doesn't sell: Disentangling the effects of nudity and sexism in advertising
Though advertisers frequently use sex appeal to improve advertising effectiveness, its effects on recipients' attitudes are not fully understood. In fact, a recent meta-analysis by Wirtz et al. (2018) reports heterogeneous effect sizes and suggests that differences among sexual stimuli might contribute to this heterogeneity. We adopt this proposition and argue that while scholars mostly use nudity to manipulate sex appeal in advertising, these manipulations often confound nudity and sexism. We seek to disentangle unique and interactive effects of nudity and sexism on attitudes towards the ad and the brand. We conduct two preregistered experiments using 16 real and fictitious print ads of female models, respectively. Through an orthogonal manipulation of nudity and sexism, we provide a rigorous estimation of the independent effect sizes and show that effects of nudity are small, whereas sexism exerts medium to strong effects on attitudes. Therefore, sexism rather than nudity appears to drive consumers' negative responses.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
Acta Psychologica
Acta Psychologica PSYCHOLOGY, EXPERIMENTAL-
CiteScore
3.00
自引率
5.60%
发文量
274
审稿时长
36 weeks
期刊介绍: Acta Psychologica publishes original articles and extended reviews on selected books in any area of experimental psychology. The focus of the Journal is on empirical studies and evaluative review articles that increase the theoretical understanding of human capabilities.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:604180095
Book学术官方微信