How A Six-Pack Of Abs Can Make Blokes Spend More

How A Six-Pack Of Abs Can Make Blokes Spend More
SHARE
THIS



Gorgeous supermodels have long been panned for the dangerous impact they can have on the female psyche and now new Australian research has found that a glistening set of waxed, spray-tanned abdominal muscles can equally play with the brains of male shoppers too.

As waif-thin catwalk starlets have been blamed for sending women into bouts of depression and eating disorders, it appears images of pretty, shirtless men can make your average Aussie bloke spend more than they should. Which, if anything, is good news for advertisers.

The research was done by Sydney’s University of Technology and surveyed 180 heterosexual male and female respondents.

Harassment

Each person surveyed was asked to compare themselves to models in an Abercrombie & Finch commercial. They were asked if they considered themselves as attractive/or less attractive to the models featured.

They were then asked to choose between two lottery gambles; one came with a near certainty of winning $50, the other had a fifty per cent chance of winning $100.

The men who rated themselves less handsome were found to take significantly more risk than the men who rated themselves as handsome.

The women, however, generally had a greater appetite for risk than the men and that never changed when they were shown images of Victoria Secrets models.

The head of the research – Dr Eugune Chan – thus determined that there’s some evolutionary trait in males that make them want to be handsome and rich to attract a mate and uglier blokes will take more risks to get there.

“In evolutionary history, men have faced greater intrasexual competition in attracting women as a mating partner,” Chan said in the study’s findings. “Thus, when the average heterosexual man sees an attractive male, he is motivated to increase his desirability, prompting him to accrue money and taking greater financial risks.

“Men who saw more attractive males took greater financial risks than those who saw less attractive one,” he said. Women, however, took similar levels of financial risks if they viewed either more or less attractive females.

Chan believed uglier blokes would take more financial risks because they perceived themselves as less desirable, and what they really wanted to do was to “increase their desirability as a mating partner”.

So what’s all this mean for marketers and the advertising industry? To be honest, we’re not entirely sure either other than to say men with abs could be an excellent way to sell financial services products to uglier, poorer men.

Writing on the UTS Newsroom site, the University’s acting head of the marketing discipline group, David Waller, agreed that Australian banks and financial institutions don’t typically take the ‘fleshy’ route when marketing its products.

“Financial institutions usually don’t take a controversial route when it comes to their messages,” Waller said. “They want to show themselves as strong, dependable, conservative.”

In conclusion, Chan warned men to be aware of any ad featuring bare-chested attractive males.

“Other sexualised advertising might still increase financial risk taking, and this research raises the possibility that even seemingly unrelated ads for clothing, say, might still have an impact on financial decisions,” he said.

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine