Raw data – Sex Sells? The role of female agency in sexualized advertisements
Dataset for: Sex Sells? The role of female agency in sexualized advertisements
Author(s) / Creator(s)
Keller, Matthias
Walker, Mirella
Reutner, Leonie
Other kind(s) of contributor
University of Basel, Switzerland
Abstract / Description
Advertising with sexualized female models is a commonly used technique in the advertisement industry. While “sex sells” is often successful in eliciting positive responses from male consumers, it often elicits negative responses from female consumers. On the one hand, female consumers might perceive sexualization as lacking in value (i.e., as a cheap display of sexuality lacking any kind of commitment). On the other hand, they might perceive sexualization as lacking in agency (i.e., as the model being displayed as an object rather than a subject). In two studies we investigate whether it is the lack of value or the lack of agency in sexualization that leads to more negative evaluations by young female perceivers. We manipulated the slogan in a sexualized advertisement so that it either adds value to sex (but does not add agency to the model) or so that it adds agency to the model (but does not add value to sex). Furthermore, we investigate the role of relatedness between the consumer and model with two advanced methodological approaches manipulating the facial characteristics of the model in the advertisement. In Study 1, we manipulated relatedness via perceived familiarity of the model’s face, whereas in Study 2, we manipulated relatedness via actual similarity between the perceivers’ and the model’s face in the advertisement. Results indicate that the lack of agency rather than the lack of value leads to negative evaluations by female consumers. This effect was pronounced if the advertisement model was relatable to the consumers.
Dataset for: Keller, M., Walker, M., & Reutner, L. (2020). Sex Sells? The Role of Female Agency in Sexualized Advertisements. Social Psychological Bulletin, 15(1), 1-28. https://doi.org/10.32872/spb.2643
Keyword(s)
sexualized advertisement sexual economics theory sexual empowerment objectification face modelingPersistent Identifier
Date of first publication
2019-11-08
Publisher
PsychArchives
Is referenced by
Citation
Keller, M., Walker, M., & Reutner, L. (2019, November 8). Raw data – Sex Sells? The role of female agency in sexualized advertisements. PsychArchives. https://doi.org/10.23668/PSYCHARCHIVES.2644
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S1_Familiarity_Raw-Data.csvCSV - 362.55KBMD5: dbfb8a1ba76ae2eff3470f215f0d5ca9Description: Dataset S1 -> Raw data from the first experiment (familiarity)
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S2_Similarity_Raw-Data.csvCSV - 165.54KBMD5: e9c8b5a39f10c24714dc4729ef1ec028Description: Dataset S2 -> Raw data from the second experiment (similarity)
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There are no other versions of this object.
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Author(s) / Creator(s)Keller, Matthias
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Author(s) / Creator(s)Walker, Mirella
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Author(s) / Creator(s)Reutner, Leonie
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Other kind(s) of contributorUniversity of Basel, Switzerlanden
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PsychArchives acquisition timestamp2019-11-08T13:13:19Z
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Made available on2019-11-08T13:13:19Z
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Date of first publication2019-11-08
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Abstract / DescriptionAdvertising with sexualized female models is a commonly used technique in the advertisement industry. While “sex sells” is often successful in eliciting positive responses from male consumers, it often elicits negative responses from female consumers. On the one hand, female consumers might perceive sexualization as lacking in value (i.e., as a cheap display of sexuality lacking any kind of commitment). On the other hand, they might perceive sexualization as lacking in agency (i.e., as the model being displayed as an object rather than a subject). In two studies we investigate whether it is the lack of value or the lack of agency in sexualization that leads to more negative evaluations by young female perceivers. We manipulated the slogan in a sexualized advertisement so that it either adds value to sex (but does not add agency to the model) or so that it adds agency to the model (but does not add value to sex). Furthermore, we investigate the role of relatedness between the consumer and model with two advanced methodological approaches manipulating the facial characteristics of the model in the advertisement. In Study 1, we manipulated relatedness via perceived familiarity of the model’s face, whereas in Study 2, we manipulated relatedness via actual similarity between the perceivers’ and the model’s face in the advertisement. Results indicate that the lack of agency rather than the lack of value leads to negative evaluations by female consumers. This effect was pronounced if the advertisement model was relatable to the consumers.en
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Abstract / DescriptionDataset for: Keller, M., Walker, M., & Reutner, L. (2020). Sex Sells? The Role of Female Agency in Sexualized Advertisements. Social Psychological Bulletin, 15(1), 1-28. https://doi.org/10.32872/spb.2643en
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Table of contentsDataset S1 -> Raw data from the first experiment (familiarity); Dataset S2 -> Raw data from the second experiment (similarity)en
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CitationKeller, M., Walker, M., & Reutner, L. (2019, November 8). Raw data – Sex Sells? The role of female agency in sexualized advertisements. PsychArchives. https://doi.org/10.23668/PSYCHARCHIVES.2644en
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Persistent Identifierhttps://hdl.handle.net/20.500.12034/2261
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Persistent Identifierhttps://doi.org/10.23668/psycharchives.2644
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Language of contentdeu
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PublisherPsychArchivesen
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Is referenced byhttps://doi.org/10.32872/spb.2643
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Keyword(s)sexualized advertisementen
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Keyword(s)sexual economics theoryen
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Keyword(s)sexual empowermenten
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Keyword(s)objectificationen
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Keyword(s)face modelingen
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Dewey Decimal Classification number(s)150
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TitleRaw data – Sex Sells? The role of female agency in sexualized advertisementsen
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Alternative titleDataset for: Sex Sells? The role of female agency in sexualized advertisementsen
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DRO typeresearchDataen