Women are turned off by sexually explicit images in advertisements. Unless that is, the item being advertised is very precious. And valuable. And rare. Like, maybe, a once a year type gift.
At least, that’s the findings of a new study by an international group of marketing professors. Kathleen D. Vohs, Jaideep Sengupta and Darren W. Dahl used made-up advertisements for watches to test a theory in sexual economics that women want sex to be seen as something special, or at least not cheap. Sexual economic theory is “probably the least romantic theory about sex you’ll ever have learned,” says Vohs, who’s a researcher at the Carlson School of Management at the University of Minnesota.