Based on the theory of human reproductive motives, this study discusses how erotic stimulation can help activate male and female consumers’ reproductive motives (i.e., mate-attraction and mate-retention motives), influencing product purchase intention and brand personality perception. Specifically, the results of four experiments reveal that when a man receives erotic stimulation from women, his mate-attraction motive is activated. Consequently, he perceives that the brand personality of his possessions is more rugged, and his preference for products with a rugged brand personality is stronger. Unlike male consumers, when a heterosexual woman in an intimate romantic relationship receives erotic stimulation from other women, her mate-retention motive is activated. As a result, she perceives that the brand personality of her partner’s possessions is sincerer and prefers to purchase products with a sincere brand personality for her partner. This effect will not occur when a product is owned by her male colleague than her partner.
CITATION STYLE
Wei, X., Huang, X., Xie, Y., & Tu, R. (2022). The Influence of Erotic Stimulation on Brand Preference of Male and Female Consumers: From the Perspective of Human Reproductive Motives. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.848864
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