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Sex sells

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14-11-2014
1211670.  Sat Nov 12, 2016 6:11 pm Reply with quote



Q: Sex in advertising. You have to sell this car. What should you change?
A: The policy to hire car show models, or the gender of the car show model.
Male buyer, female model: estimated value -1%, car rating -3%
Female buyer, male model: estimated value +33%, car rating +9%

 
CharliesDragon
1211671.  Sat Nov 12, 2016 6:19 pm Reply with quote

My first thought as to the (whited-out) result is that it's common to think that men know cars, women don't, so a man next to a car can imply it's a good car, someone who stereotypically knows about cars seem to like it.

 
Zziggy
1211673.  Sat Nov 12, 2016 6:45 pm Reply with quote

I too have read that sex doesn't actually sell; I think it was something to do with the idea that if you see a sexy pouting woman (as it usually is) next to a car, you're actually more likely to focus on her than the car. Weird, huh??

 
14-11-2014
1211674.  Sat Nov 12, 2016 6:49 pm Reply with quote

If extreme estimated values are excluded, then the estimated gained value of +33% drops to +14%. Car 52699, car + male model = 59989.

 
14-11-2014
1211676.  Sat Nov 12, 2016 6:56 pm Reply with quote

Quote:
I think it was something to do with the idea that if you see a sexy pouting woman (as it usually is) next to a car, you're actually more likely to focus on her than the car. Weird, huh??

Such a biased theory explains why car brands are sponsoring 007. But it doesn't explain the women's rating of the car + male model. According to their results sex sells. According to the men's results the woman has no significant (commercial) effects.

 
PDR
1211692.  Sun Nov 13, 2016 4:25 am Reply with quote

14-11-2014 wrote:


Q: Sex in advertising. You have to sell this car. What should you change?


Those hopelessly low-profile tyres which would be very prone to tramlining on all but the smoothest roads, prone to damage and would also give a terribly harsh ride quality.

Oh, and the colour - white is a sill colour for a car.

PDR

 

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