{"title":"共同的“智慧”受到考验:广告中的性……只在火星上而不在金星上?","authors":"D. Dahl, K. Vohs, Jaideep Sengupta","doi":"10.2478/GFKMIR-2014-0089","DOIUrl":null,"url":null,"abstract":"Abstract An ongoing controversy concerns sex in advertising: does “sex sell”? Acadmics, in large part, have concluded that it doesn’t, but marketing practitioners continue to use sex appeals, suggesting they do work. The authors of this research flashlight (page 54) reveal that both sides are partly right and partly wrong. They took advantage of a technique that allowed them to tap into consumers’ “gut” reactions to advertisements, and in doing so found clear differences in who did and did not like sex appeals.","PeriodicalId":30678,"journal":{"name":"GfK Marketing Intelligence Review","volume":"55 1","pages":"54 - 57"},"PeriodicalIF":0.0000,"publicationDate":"2011-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":"{\"title\":\"Common “Wisdom” Put to the Test: Sex in advertising … only on Mars and not on Venus?\",\"authors\":\"D. Dahl, K. Vohs, Jaideep Sengupta\",\"doi\":\"10.2478/GFKMIR-2014-0089\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract An ongoing controversy concerns sex in advertising: does “sex sell”? Acadmics, in large part, have concluded that it doesn’t, but marketing practitioners continue to use sex appeals, suggesting they do work. The authors of this research flashlight (page 54) reveal that both sides are partly right and partly wrong. They took advantage of a technique that allowed them to tap into consumers’ “gut” reactions to advertisements, and in doing so found clear differences in who did and did not like sex appeals.\",\"PeriodicalId\":30678,\"journal\":{\"name\":\"GfK Marketing Intelligence Review\",\"volume\":\"55 1\",\"pages\":\"54 - 57\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2011-05-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"3\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"GfK Marketing Intelligence Review\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2478/GFKMIR-2014-0089\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"GfK Marketing Intelligence Review","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2478/GFKMIR-2014-0089","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Common “Wisdom” Put to the Test: Sex in advertising … only on Mars and not on Venus?
Abstract An ongoing controversy concerns sex in advertising: does “sex sell”? Acadmics, in large part, have concluded that it doesn’t, but marketing practitioners continue to use sex appeals, suggesting they do work. The authors of this research flashlight (page 54) reveal that both sides are partly right and partly wrong. They took advantage of a technique that allowed them to tap into consumers’ “gut” reactions to advertisements, and in doing so found clear differences in who did and did not like sex appeals.
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
