Sexually arousing ads induce sex-specific financial decisions in hungry individuals

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  • Tobias Otterbring
  • ,
  • Yael Sela, University of Michigan-Flint, United States

People's financial decisions are influenced by sexual (vs. neutral) stimuli, and exposure to such stimuli makes men, more than women, eager to spend money immediately, take financial risks, and “show off” their wealth. Hunger also influences financial decisions, such that hungry (vs. satiated) individuals are more likely to exhibit financial impatience (choosing smaller-sooner over larger-later monetary rewards). In the present study, we examine the moderating roles of participant sex and hunger in the association between sexual stimuli and financial impatience. Results indicate that exposure to sexually arousing (vs. neutral or no) ads makes men more financially impatient than women. Hunger further moderates this effect, such that monetary choices do not differ across conditions for satiated individuals, whereas hungry men (women) become more impatient (patient) in their monetary choices after viewing sexually arousing ads.

Original languageEnglish
Article number109576
JournalPersonality and Individual Differences
Number of pages5
Publication statusPublished - 1 Jan 2020

    Research areas

  • Advertising effects, Financial impatience, Hunger, Mate preferences, Sex cues, Sex differences

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