Ma, Jingjing and David Gal (equal author), “When Sex and Romance Conflict: The Impact
of Sex in Advertising on Preference for Romantically-Linked Products and Services,”
Revising for 2nd round review at Journal of Marketing Research.
Sex is ubiquitous in advertising, yet the effect of exposure to sexual imagery on preferences
is little explored. This research investigates the causal impact of exposure to sexual ads on
consumers’ preferences for romantically-linked products and services. In four studies, we
find that exposure to sexual ads decreases preference for romantically-linked products and
services. Although sex and romance are generally complimentary, we attribute this effect to
a conflict between sex and romance aroused by sexual imagery. In particular, exposure to
sexual ads activates a sex goal without activating a need for romantic connection. This leads
to a devaluation of romantic connection which in turn leads to a reduction in preference for
romantically-linked products and services. Implications for theories of fundamental motives
and for the effect of sexual advertisements on dating and relationships are discussed.

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