Consumer Response toward Sexual Advertisements in the Context of Access-Based Consumption
研究了在基于使用权（而非所有权）的消费模式下，消费者对广告中性暗示的反应。发现男性消费者对性暗示广告的反应更负面，因为使用权消费与占有欲冲突；女性消费者则无差异。
This research explores consumers’ responses to sexual appeals in advertisements in the context of access-based consumption. The results indicate that male consumers’ responses toward sexual appeals are more negative when the advertised products are access based (versus ownership based). For female consumers, sexual appeals lead to equally negative responses in the two consumption modes (Study 1). Male consumers react more negatively to sexual appeals (versus nonsexual appeals) when the advertised product is access based because of a heightened desire for possessiveness, which conflicts with the nonpossessive nature of access-based consumption (Study 2). Notably, the negative effect induced by sexual appeals in access-based consumption mode is supported regardless of whether the degree of match between advertised product and sexual appeals is high or low (Study 3). Moreover, sexually conservative consumers respond to sexual appeals more negatively when the advertised products are access based (versus ownership based) (Study 4). These findings have important implications for advertising activities in the context of access-based consumption and the sharing economy.