From desserts to vacations, today’s marketers are experts at engaging the public with products, places and pastimes that they enjoy – and feel guilty about afterwards. Cal State Fullerton marketing Professors Matthew Lancellotti and Sunil Thomas look at how men and women respond to advertising messages in their co-authored study, “Men hate it, women love it: guilty pleasure advertising messages,” published in the Journal of Business Research.
That chocolate cake in the window at 85° bakery may be tempting, but you’re trying to cut down on sweets. If you ultimately indulge but feel bad about it afterwards, you are one of the millions of consumers who might be successfully targeted with guilty pleasure advertising messages, a common and often engaging strategy employed by Madison Avenue and small businesses alike in promoting their products and services.
Professors Matthew Lancellotti and Sunil Thomas looked at the differences and similarities in the effectiveness of this type of advertising on men and women in their recent study “Men hate it, women love it: guilty pleasure advertising messages,” published in the April 2018 edition of the Journal of Business Research.
Asking hundreds of participants to review relevant advertisements and report the personal impact, the researchers examined the resonance across student and general populations and among multiple age groups and both genders. Participants in different groups reviewed the fictitious ZBX from Amalfi motors, a youth-oriented Italian sports car to be imported to the U.S.; the Mac’N Cheese Anytime You Please! dinner; and a resort vacation in Baja California. Read More