Sex sells? How Gender Moderates the Effects of Arousing Advertising Stimuli on Purchase Intention and Willingness to Pay

Behn, BjörnBjörnBehnBenz, ViolaViolaBenzNenninger, JennaJennaNenningerLinzmajer, MarcMarcLinzmajerHubert, MarcoMarcoHubertBeckmann, Suzanne C.2023-04-132023-04-132010-06-04https://www.alexandria.unisg.ch/handle/20.500.14171/96368enSex sells? How Gender Moderates the Effects of Arousing Advertising Stimuli on Purchase Intention and Willingness to Payconference paper