Navigation Links
Research links sexual imagery and consumer impatience
Date:7/26/2012

How do sexual cues affect consumer behavior? New research from USC Marshall School of Business Assistant Professor of Marketing Kyu Kim and Gal Zauberman, associate professor of marketing at The Wharton School at the University of Pennsylvania, reveals the reasons why sexual cues cause us to be impatient and can affect monetary decisions.

Their paper, "Can Victoria's Secret Change the Future: A Subjective Time Perception Account of Sexual Cue Effects on Impatience," departs from earlier theories indicating that impatience in response to sexual cues is solely an outcome of escalated desire for immediate gratification. Kim and Zauberman hold that the cognitive processes put into play by sexual cues are more complicated; arousal, the researchers contend, actually affects our perception of time.

For example, in one of five studies conducted, male subjects were presented with sexually charged imagery. Afterwards, the subjects were asked to judge whether three and six-month time frames were "very short" or "very long" distances away from the present time. Those who had been exposed to individuals to whom they were attracted, reported the three and six-month time frames to be further into the future than others in the control group, according to the study.

In another study, the researchers presented 116 males with images from an online Victoria's Secret catalog and gauged their response to receiving one of two fictitious Amazon.com promotions: a gift certificate available that day or one available three months from now. They asked the subjects the dollar value that would compensate for having to wait. Those exposed to sexually charged imagery (versus those in a control group exposed to nature images) were found to be more impatient and expressed that future discounts would have to be steeper to compensate for the time delay.

Sex and Promotion:

The research, published in the Journal of Experimental Psychology: General, has implications for marketers. For those exposed to sexually charged imagery, future rewards were even less appealing than those with more immediate promotions. Marketers, therefore, who invoke sexual imagery to sell products, must make sure promotions are offered in a more immediate time frame. Consumers with sex on the brain, might be more inclined to spend money more quickly.


'/>"/>

Contact: Amy Blumenthal
amyblume@marshall.usc.edu
213-740-5552
USC Marshall School of Business
Source:Eurekalert

Related medicine news :

1. Researchers unveil molecular details of how bacteria propagate antibiotic resistance
2. SFU duos protein discovery links to cancer research
3. Ageless education: Researchers create guide for intergenerational classrooms at nursing homes
4. Miriam researchers urge physicians to ask younger men about erectile dysfunction symptoms
5. ASH launches multi-million-dollar grant program to support critical blood disease research
6. New research seeks to improve survival for myeloma and lymphoma patients
7. Adolescent sexual behavior tied to motion picture sexual content exposure, says MU researcher
8. John Theurer Cancer Center researchers shed light on new multiple myeloma therapy
9. Mount Sinai researchers discover new target for vaccine development in abundant immune cells
10. Researchers study vaccine as potential weapon against aggressive brain tumors
11. Researchers developing bioadhesive gel to protect women from HIV and HSV infections
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:10/13/2017)... (PRWEB) , ... October 13, 2017 , ... While it’s ... poses a problem. Fortunately, an inventor from Austin, Texas, has identified a solution. , ... medication in darkness or restricted lighting. As such, it eliminates the need to turn ...
(Date:10/13/2017)... , ... October 13, 2017 , ... Lori R. Somekh, ... member of ElderCounsel, a national organization of elder law and special needs planning attorneys. ... and rules. It also provides a forum to network with elder law attorneys nationwide,” ...
(Date:10/13/2017)... ... 13, 2017 , ... Global Healthcare Management’s 4th Annual Kids Fun Run brought ... This free event, sponsored by Global Healthcare Management’s CEO, Jon Letko, is aimed at ... towards children of all ages; it is a non-competitive, non-timed event, which is all ...
(Date:10/13/2017)... ... 2017 , ... “America On The Brink”: the Christian history of the United ... the creation of published author, William Nowers. Captain Nowers and his wife, Millie, ... spent thirty years in the Navy. Following his career as a naval aviator ...
(Date:10/12/2017)... ... 12, 2017 , ... IsoComforter, Inc. ( https://isocomforter.com ), one of ... innovative new design of the shoulder pad. The shoulder pad provides optimal support ... your pain while using cold therapy. By utilizing ice and water that is circulated ...
Breaking Medicine News(10 mins):
(Date:10/11/2017)...  BioPharmX Corporation (NYSE MKT: BPMX) researchers were part ... way to use nonlinear optical imaging to confirm the ... A presentation ... how researchers from BioPharmX and the Wellman Center for ... suite of imaging techniques in what is called "Pharmacokinetic ...
(Date:10/10/2017)... 10, 2017  NDS received FDA 510(k) clearance in May 2017 ... display stand specifically designed for endoscopy environments. An innovative secondary monitor ... clinical solution to support the improvement of patient outcomes, procedural efficiency, ... ... ...
(Date:10/4/2017)... , Oct. 4, 2017  South Korean-based healthcare ... CPR training aide "cprCUBE" on Kickstarter. The device will ... during cardiac arrests with better efficiency compared to the ... offers real-time feedback on efficacy of the compression for ... campaign has a goal to raise $5,000. ...
Breaking Medicine Technology: