Dirty weekends and personal hygiene products: The embodiment of casual sex in marketing
Abstract
In the current inquiry, we propose that reminders of casual sex might lead individuals to feel physically dirty, and this would then motivate consumers to acquire and like personal hygiene products such as toothpaste, body soap, and face wash. We further test the possibility that our hypothesized effect would arise mainly for those who link casual sex with impurity. In three studies, reminders of casual sex increase liking for personal hygiene...
Paper Details
Title
Dirty weekends and personal hygiene products: The embodiment of casual sex in marketing
Published Date
Feb 22, 2019
Journal
Volume
36
Issue
6
Pages
587 - 596
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