The Influence of Erotic Stimulation on Brand Preference of Male and Female Consumers: From the Perspective of Human Reproductive Motives.

ABSTRACT: Based on the theory of human reproductive motives, this study discusses how erotic stimulation can help activate male and female consumers' reproductive motives (i.e., mate-attraction and mate-retention motives), influencing product purchase intention and brand personality perception. Specifically, the results of four experiments reveal that when a man receives erotic stimulation from women, his mate-attraction motive is activated. Consequently, he perceives that the brand personality of his possessions is more rugged, and his preference for products with a rugged brand personality is stronger. Unlike male consumers, when a heterosexual woman in an intimate romantic relationship receives erotic stimulation from other women, her mate-retention motive is activated. As a result, she perceives

SUBMITTER: Wei X 

PROVIDER: S-EPMC9210950 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature