Does “hot” lead to “not so hot?”

Purpose This paper aims to examine how exposure to sexual images activates the urge to yield to temptation in a subsequent unrelated context. Design/methodology/approach In Study 1, this paper uses empirical data based on an automobile expo to examine the correlational relationship between sexual imagery and indulgence. In Studies 2 and 3, this study examines the moderating effects of self-construal and gender differences on indulgent...