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

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

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.




Please login with linkedin to comment

Advertising Standards Bureau Jacob's Creek simon pegg

Latest News

AZK Media Launches Customer Catalyst As Demand For Video Content Grows
  • Advertising

AZK Media Launches Customer Catalyst As Demand For Video Content Grows

Technology PR and marketing agency AZK Media, has launched a pure play video-content business called ‘Customer Catalyst’ as demand for premium video content continues to surge. Lead image: Wayne Williams & Azadeh Williams Research shows 64% of businesses see an increase in website conversions from having a customer testimonial video as part of their marketing […]

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm
  • Advertising

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm

Digital consultancy G Squared has launched a performance media creative division that will be led by The Hallway’s former general manager, Chris Murphy. The new capability enables G Squared clients to tap into a team of creative specialists who will develop, optimise and scale effective campaigns across digital media channels. G Squared said that it […]

Want your business to become more competitive? Invest in people
  • Opinion

Want your business to become more competitive? Invest in people

Learning and development can sometimes fall into the “nice to have” bucket – but John McNerney, managing director AUSEA at Yahoo, makes the case that in a tech-driven age marketing leaders should prioritise their employees’ development if they want to get a leg up on competitors. Good businesses are like ships. They’re places where everyone […]

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025
  • Marketing

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025

Universal Live Entertainment Announces Global Partnership with TEG Life Like Touring to Produce a Live Show Version of DreamWorks Animation’s Gabby’s Dollhouse. DreamWorks Animation, Universal Live Entertainment, and TEG Life Like Touring will be collaborating on a live touring show inspired by the magical world of hit series Gabby’s Dollhouse. TEG Life Like Touring revealed […]