Abstract
The cliche “Sex Sells” is apparently held in high esteem by advertisers who rely on the use of the sexy images as a marketing strategy not only in commercial marketing but also in social marketing. Previous research on the use of sexual imagery focused on its impacts on advertising persuasion, ignoring the consumer’s subsequent behaviors following exposures to sexual imagery. This article not only investigates how exposure to sex cues may evoke indulgent consumption/choice in an unrelated context but also explores the influences of gender differences and self-construal.
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