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EMAC 2022 Regional Conference

Does sex sell - adverts eye tracking study

Published: December 1, 2022


Kristian Pentus, University of Tartu; Maria Ruusu, University of Tartu; Andres Kuusik, University of Tartu; Kerli Ploom, University of Tartu


This paper aims to determine how using sexualized images in advertisements influences the preference and attention of consumers with a modern attitude towards sexualizing. We combined an eye-tracking study with a control question to measure how the general attitudes towards sexualizing mediated attention and preference. The results show that sexualized adverts did not catch more attention than non sexualized in the sample of young people, who have modern attitudes toward sexualizing. This effect is similar amongst both men and women and for advertisements depicting either male or female models. The sexual advert does not automatically catch attention faster.