Media planners take note: Men and women respond very differently to sex in advertising. Seems University of Georgia professor Tom Reichert researched responses to sexually charged advertising from men and women. Participants were first scored on how open-minded or conservative they were about sex in general attitude, and then were shown really racy ads.
Men of all attitudes -- swingers or prudes -- responded positively to the sexy ads, but women only liked the ads if they were by nature sexually open-minded. Women of more conservative types didn’t like the ads, and said they might not want the product. This is an important finding, because Reichert's analysis of sex in ad media shows a continued increase of provocative images, which could have an adverse impact on female consumers.
Researchers think women may be more intellectual in their response to communications, screening the message against their belief systems and even using metacognition to think about how they are thinking about the ad. Men apparently just look.
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