Stanford researchers prove that SEX SELLS!

Now we have proof that sexy women and erotic images can motivate men to buy! As if we needed proof. Actually, as an advertising woman asked often if it is “right” to use sexuality to sell products, this is good news. We know it works and now we know there is a biological, in fact, a neurological reason why.

A new study from some Stanford researchers demonstrates that a special part of the brain (nucleus accumbens) is activated by these types of pictures and after seeing the images, heterosexual men are more likely to engage in risky behavior. In fact, they gamble or spend more where this area of the brain is activated.

When heterosexual men were shown neutral images (staples, pens) and even negative pictures (spiders) a different part of the brain is activated (the insular cortex) and they chose to avoid risk. This new research uses functional MRI’s to measure brain activation. Previous research has shown that the positive emotional areas of the brain are activated by certain brand logos (Apple) and not by others (U.S. Post Office).

So we now have scientific evidence to justify what we have always known… that “sex sells.”