Dahl, Darren W.; Sengupta, Jaideep; Vohs, Kathleen D. - In: Journal of Consumer Research 36 (2009) 2, pp. 215-215
This study draws on differences between men and women’s attitudes about sex, either as an end in itself (men) or as inextricably linked to relationship commitment (women) to understand attitudes toward the gratuitous use of sex in advertising. In line with predictions, four experiments showed...
