Consumer responses to sexual advertising: The intersection of modernization, evolution, and international marketing

UM > Faculty of Business Administration > DEPARTMENT OF MANAGEMENT AND MARKETING

Status	已發表Published
	Consumer responses to sexual advertising: The intersection of modernization, evolution, and international marketing
	Wan, W. N.; Luk, C. L.; Chow, W. C.
	2014-08-01
Source Publication	Journal of International Business Studies
ISSN	0047-2506
Pages	751-782
Abstract	Drawing on insights from evolutionary psychology and sociology, this research seeks to explain the gender differences and within-sex variations in consumer responses to nudity in advertisements. Specifically, we argue that the abundant resources that come with modernization emancipate women from the dependency on a long-term relationship with a male partner for child bearing and rearing. Therefore, women in modern societies are more likely to use fast reproductive strategies (e.g., short-term mating) to enhance the chances of getting good genes from their mates for their offspring. Their physiological arousals activated by and attitudes toward male or female nudity in ads will change accordingly. In contrast, men’s responses to nudity in ads are less affected by modernization.We conducted an experiment in six Chinese cities and obtained supportive evidence to illustrate these differences. There was also evidence indicating that the socialization of high socio-economic status may offset the force of evolution. This study highlights the usefulness of an interdisciplinary approach in answering important questions in international business. The findings are discussed with a focus on the integration of strategic pluralism theory, life history theory, parental investment theory, and socialization theory.
Keyword	evolutionary psychology modernization advertising strategic pluralism theory cross-cultural experiments China
Language	英語English
The Source to Article	PB_Publication
PUB ID	12394
Document Type	Journal article
Collection	DEPARTMENT OF MANAGEMENT AND MARKETING
Recommended Citation GB/T 7714	Wan, W. N.,Luk, C. L.,Chow, W. C.. Consumer responses to sexual advertising: The intersection of modernization, evolution, and international marketing[J]. Journal of International Business Studies, 2014, 751-782.
APA	Wan, W. N.., Luk, C. L.., & Chow, W. C. (2014). Consumer responses to sexual advertising: The intersection of modernization, evolution, and international marketing. Journal of International Business Studies, 751-782.
MLA	Wan, W. N.,et al."Consumer responses to sexual advertising: The intersection of modernization, evolution, and international marketing".Journal of International Business Studies (2014):751-782.

Files in This Item:
There are no files associated with this item.

If you have any objections to this item, please fill out the form below and the administrator will contact you as soon as possible.
Content:
Email：	*
Affiliation No.
Verification Code:	Refresh

Any comments and suggestions are welcomed.
Title:	*
Content:
Email：	*
Verification Code:	Refresh