Understanding Sex In Advertising

When people post videos on YouTube, one major point of interest for content creators and aggregators is to capture as much attention as possible. Your video is adrift in a sea of information and you’re trying to get as many eyes/clicks on your work as possible. In that realm, first impressions are all important: you want your video to have an attention-grabbing thumbnail image, as that will likely be the only thing viewers see before they actually click (or don’t) on it. So how do people go about capturing attention in that realm? One popular method is to ensure their thumbnail has a very emotive expression on it; a face of shock, embarrassment, stress, or any similar emotion. That’s certainly one way of attracting attention: trying to convince people there is something worth looking at, not unlike articles titled along the lines of five shocking tips for a better sex life (and number 3 will blow your mind!). Speaking of sex, that’s another popular method of grabbing attention: it’s fairly common for video thumbnails to feature people or body parts in various stages of undress. Not much will pull eyes towards a video like the promise of sex (and if you’re feeling an urge to click on that link, you’ll have experienced exactly what I’m talking about).

Case in point: most of that content is unrelated to the featured women

If sex happens to be attention grabbing, the natural question arises concerning what you might do with that attention once you have it. Much of the time, that answer will involve selling some good or service. In other words, sex is used as a form of advertising to try and sell things. “If you enjoyed that picture of a woman wearing a thong, you’ll surely love our reasonably-costed laptops!”. Something along those lines, anyway. Provided that’s your goal, lots of questions naturally start to crop up: How effective is sex at these goals? Does it capture attention well? Does it help people notice and remember your product or brand? Are those who viewed your sexy advert more likely to buy the product you’re selling? How do other factors – the sex of the person viewing the ad – contribute to your success in these realms?

These are some of the questions examined in a recent meta-analysis by Wirtz, Sparks, & Zimbres (2017). The researchers searched the literature and found about 80 studies, representing about 18,000 participants. They sought to find out what effects featuring sexually provocative material had, on average (defined in terms of style of dress, sexual behavior, innuendo, or sexual embeds, which is where hidden messages or images are placed within the ad, like the word “sex” added somewhere to the picture, which is something people apparently think is a good idea sometimes). These ads had to have been compared against a comparable, non-sexual ad for the same product to be included in the analysis to determine which was more effective.

The effectiveness of these ads were assessed across a number of domains as well, including ad recognition (in aided and unaided contexts), whether the brand being advertised in the ad could be recalled (i.e., were people paying attention to just the sex, or did they remember the product?), the positive or negative response people had to the ad, what people thought about the brand being advertised with sex, and whether the ad actually got them interested in purchasing the product (does sex sell?).

Finally, a number of potentially moderating factors that might influence these effects were considered. The first of these was gender: did these ads have different impacts on men and women? Others factors included the gender of the model used in the advertisement, the date the article was published (to see if attitudes shifted over time), the sample used (college students or not), and – most interestingly – product/ad congruity: did the type of product being advertised matter when it came to whether sex was effective? Perhaps sex might help sell a product like sun-tan lotion (as the beach might be a good place to pick up mates), but be much less effective for selling, say, laptops.

Maybe even political views

In terms of capturing attention, sex works. Of the 20 effects looking at the recall for ads, the average size was d = .38. Interesting, this effect was slightly larger for the congruent ads (d = .45), but completely reversed for the incongruent ones (d = -.45). Sex was good at getting people to remember ads selling a sex-related product, but not just generally useful. That said, they seemed better at getting people to remember just the ads. When the researchers turned to the matter of whether the brands within the ads were more likely to be recalled, the 31 effects looking at brand recognition turned out to barely break zero (d = .09). While sex might be attention-grabbing, it didn’t seem especially good at getting people to remember the objects being sold.

Regarding people’s attitudes towards the ads, sex seems like something of a wash (d = -.07). Digging a little deeper revealed a more nuanced pictured of these reactions, though: while sexual ads seemed to be a modest hit with the men (d = .27), they had the opposite effect on women (d = -.38). Women seemed to dislike the ads modestly more than men liked them, as sexual strategies theory would suggest (for the record, the type of model being depicted didn’t make much of a difference. In order, people liked males models the least (d = -.28), then female models (d = -.20), and couples were mildly positive, d = .08).

Curiously, both the men and women seemed to be agreement regarding their stance towards brands that used sex to sell things: negative, on the whole (d – =.22). For women, this makes some intuitive sense: they didn’t see to be a fan of the sexual ads, so they weren’t exactly feeling too ingratiated towards the brand itself. But why were the men negatively inclined towards the brand if they were favorably inclined towards the ads? I can only speculate on that front, but I assume it would have something to do with their inevitable disappointment: either that the brands were promising on sex the male customers likely knew they couldn’t deliver on, or perhaps the men simply wanted to enjoy the sex part and the brand itself ended up getting in their way. I can’t imagine men would be too happy with their porn time being interrupted by an ad for toilet paper or fruit snacks mid-video.

Finally, turning the matter of purchase intentions – whether the ads encouraged people to want to buy the product or not – it seemed that sex didn’t really sell, but it didn’t really seem to hurt, either (d = .01). One interesting exception in that realm was that sex appeals were actually less likely to get people to buy a product when the product being sold was incongruent with the sexual appeal (d = -.24). Putting that into a simple example, the phrase “strip club buffet” probably doesn’t wet many appetites, and wouldn’t be a strong selling point for such a venue. Sex can be something of a disease vector, and associating your food with that might illicit more than a bit of disgust.

“Oh good, I was starving. This seems like as good a place as any”

As I’ve noted before, context matching matters in advertising. If you’re looking to sell people something that highlights their individuality, then doing so in a mating context works better than in a context of fear (as animals aren’t exactly aiming to look distinct when predators are nearby). The same seems to hold for using sex. While it might be useful for getting eyes on your advertisement, sex is by no mean guaranteed to ensure that people like what they see once you have their attention. In that regard, sex – like any other advertising tool – needs to be used selectively, targeting the correct audience in the correct context if it’s going to succeed at increasing people’s interest in buying. Sex in general doesn’t sell. However, it might prove more effective for those with more promiscuous attitudes than those with more monogamous ones; it might prove useful if advertising a product related to sex or mating, but not useful for selling domain names (like the old GoDaddy commercials; coincidentally, GoDaddy was also the brand I used to register this site); it might work better if you associate your product with things that lead to sex (like status), rather than sex itself. These are all avenues worth pursuing further to see when, where, and why sex works or fails.

That said, it is still possible that sex might prove useful, even in some inappropriate contexts. Consider the following hypothetical example: people will consider buying a product only after they have seen an advertisement for it. Advertisement X isn’t sexual, but when paired with the product will increase people’s intentions to buy it by 10%. However, it will also not really get noticed by many people, as the content is bland. By contrast, advertisement Y is sexual, will decrease people’s intentions to buy a product by 10%, but will also get four-times as many eyes on it. The latter ad might well be more successful, as it will capture the eye of more potential customers that may still buy the product despite the inappropriate use of sexWhile targeting advertisements might be more effective, the attention model of advertising shouldn’t be ruled out entirely, especially if targeting advertising would prove too cumbersome.

References: Wirtz, J., Sparks, J., & Zimbres, T. (2017). The effect of exposure to sexual appeals in advertisements on memory, attitude, and purchase intention: A meta-analytic review. International Journal of Advertising, https://doi.org/10.1080/02650487.2017.1334996

 

Divorced Dads And Their Daughters

Despite common assumptions, parents have less of an impact on their children’s future development than they’re often credited with. Twins reared apart usually aren’t much different than twins reared together, and adopted children don’t end up resembling their adoptive parents substantially more than strangers. While parents can indeed affect their children’s happiness profoundly, a healthy (and convincing) literature exists supporting the hypothesis that differences in parenting behaviors don’t do a whole lot of shaping in terms of children’s later personalities (at least when the child isn’t around the parent; Harris, 2009). This makes a good deal of theoretical sense, as children aren’t developing to be better children; they’re developing to become adults in their own right. What children learn works when it comes to interacting with their parents might not readily translate to the outside world. If you assume your boss will treat you the same way your parents would, you’re likely in for some unpleasant clashes with reality. 

“Who’s a good branch manager? That’s right! You are!”

Not that this has stopped researchers from seeking to find ways that parent-child interactions might shape children’s future personalities, mind you. Indeed, I came upon a very new paper purporting to do just that this last week. It suggested that the quality of a father’s investment in his daughters causes shifts in his daughter’s willingness to engage in risky sexual behavior (DelPriore, Schlomer, & Ellis, 2017). The analysis in the paper is admittedly a bit tough to follow, as the authors examine three- and even four-way interactions (which are difficult to keep straight in one’s mind: the importance of variable A changes contingent on the interaction between B, C, & D), so I don’t want to delve too deeply into the specific details. Instead, I want to discuss the broader themes and design of the paper.

Previous research looking at parenting effects on children’s development often suffers from the problem of relatedness, as genetic similarities between parents and children make it hard to tease apart the unique effects of parenting behaviors (how the parents treat their children) from natural resemblances (nice parents have nice children). In a simple example, parents who love and nurture their children tend to have children who grow up kinder and nicer, while parents who neglect their children tend to have children who grow up to be mean. However, it seems likely that parents who care for their children are different in some important regards than those who neglect them, and those tendencies are perfectly capable of being passed on through shared genes. So are the nice kids nice because of how their parents treated them or because of inheritance? The adoption studies I mentioned previously tend to support the latter interpretation. When you control for genetic factors, parenting effects tend to drop out.

What’s good about the present research is its innovative design to try and circumvent this issue of genetic similarities between children and parents. To accomplish this goal, the authors examined (among other things) how divorce might affect the development of different daughters within the same family. The reasoning for doing so seems to go roughly as follows: daughters should base their sexual developmental trajectory, in part, on the extent of paternal investment they’re exposed to during their early years. When daughters are regularly exposed to fathers that invest in them and monitor their behavior, they should come to expect that subsequent male parental investment will be forthcoming in future relationships and avoid peers who engage in risky sexual behavior. The net result is that such daughters will engage in less risky sexual behavior themselves. By contrast, when daughters lack proper exposure to an investing father, or have one who does not monitor their peer behavior as tightly (due to divorce), they should come to view future male investment as unlikely, associate with those who engage in riskier sexual behavior, and engage in such behavior themselves.

Accordingly, if a family with two daughters experiences a divorce, the younger daughter’s development might be affected differently than the older daughter’s, as they have different levels of exposure to their father’s investment. The larger this age gap between the daughters, the larger this effect should be. After recruiting 42 sister pairs from intact families and 59 sister pairs from divorced families and asking them some retrospective questions about what their life was like growing up, this is basically the result the authors found. Younger daughters tended to receive less monitoring than older daughters in families of divorce and, accordingly, tended to associate with more sexually-risky peers and engage in such behaviors themselves. This effect was not present in biologically intact families. Do we finally have some convincing evidence of parenting behaviors shaping children’s personalities outside the home?

Look at this data and tell me the first thing that comes to your mind

I don’t think so. The first concern I would raise regarding this research is the monitoring measure utilized. Monitoring, in this instance, represented a composite score of how much information the daughters reported their parents had about their lives (rated from (1) didn’t know anything, (2) knew a little, or (3) knew a lot) in five domains: who their friends were, how they spent their money, where they spent their time after school, where they were at night, and how they spent their free time. While one might conceptualize that as monitoring (i.e., parents taking an active interest in their children’s lives and seeking to learn about/control what they do), it seems that one could just as easily think of that measure as how often children independently shared information with their parents. After all, the measure doesn’t specify, “how often did your parents try to learn about your life and keep track of your behavior?” It just asked about how much they knew.

To put that point concretely, my close friends might know quite a bit about what I do, where I go, and so on, but it’s not because they’re actively monitoring me; it’s because I tell them about my day voluntarily. So, rather than talking about how a father’s monitoring of his daughter might have a causal effect on her sexual behavior, we could just as easily talk about how daughters who engage in risky behavior prefer not to tell their parents about what they’re doing, especially if their personal relationship is already strained by divorce.

The second concern I have concerns divorce itself. Divorce can indeed affect the personal relationships of children with their parents. However, that’s not the only thing that happens after a divorce. There are other effects that extend beyond emotional closeness. An important example of these other factors are the financial ones. If a father has been working while the mother took care of the children – or if both parents were working – divorce can result in massive financial hits for the children (as most end up living with their mother or in a joint custody arrangement). The results of entering additional economic problems into an already emotionally-upsetting divorce can entail not only additional resentment between children and parents (and, accordingly, less sharing of information between them; the reduced monitoring), but also major alterations to the living conditions of the children. These lifestyle shifts could include moving to a new home, upsetting existing peer relations, entering new social groups, and presenting children with new logistical problems to solve.

Any observed changes in a daughter’s sexual behavior in the years following a divorce, then, can be thought of as a composite of all the changes that take place post-divorce. While the quality and amount of the father-daughter relationship might indeed change during that time, there are additional and important factors that aren’t controlled for in the present paper.

Too bad the house didn’t split down the middle as nicely

The final concern I wanted to discuss was more of a theoretical one, and it’s slightly larger than the methodological points above. According to the theory proposed at the beginning of the paper:

“…the quality of fathering that daughters receive provides information about the availability and reliability of male investment in the local ecology, which girls use to calibrate their mating behavior and expectations for long-term investment from future mates.”

This strikes me as a questionable foundation for a few reasons. First, it would require that the relationship of a daughter’s parents are substantially predictive of the relationships she is likely to encounter in the world with regard to male investment. In other words, if your father didn’t invest in your mother (or you) that heavily (or at least during your childhood), that needs to mean that many other potential fathers are likely to do the same to you (if you’re a girl). This would further require, then, that male investment be appreciably uniform across time in the world. If male investment wasn’t stable between males and across time within a given male, then trying to predict the general availability of future male investment from your father’s seems like a losing formula for accuracy.

It seems unlikely the world is that stable. For similar reasons, I suggested that children probably can’t accurately gauge future food availability from their access to food at a young age. Making matters even worse in this regard is that, unlike food shortages, the presence or absence of male parental investment doesn’t seem like the kind of thing that will be relatively universal. Some men in a local environment might be perfectly willing to invest heavily in women while others are not. But that’s only considering the broad level: men who are willing to invest in general might be unwilling to invest in a particular woman, or might be willing or unwilling to invest in that woman at different stages in her life, contingent on her mate value shifting with age. Any kind of general predictive power that could be derived about men in a local ecology seems weak indeed, especially if you are basing that decision off a single relationship: the one between your parents. In short, if you want to know what men in your environment are generally like, one relationship should be as informative as another. There doesn’t seem to be a good reason to assume your parents will be particularly informative.

Matters get even worse for the predictive power of father-daughter relationships when one realizes the contradiction between that theory and the predictions of the authors. The point can be made crystal clear simply by considering the families examined in this very study. The sample of interest was comprised of daughters from the same family who had different levels exposure to paternal investment. That ought to mean, if I’m following the predictions properly, that the daughters – the older and younger one – should develop different expectations about future paternal investment in their local ecology. Strangely, however, these expectations would have been derived from the same father’s behavior. This would be a problem because both daughters cannot be right about the general willingness of males to invest if they hold different expectations. If the older daughter with more years of exposure to her father comes to believe male investment will be available and the younger daughter with fewer years of exposure comes to believe it will be unavailable, these are opposing expectations of the world.

However, if those different expectations are derived from the same father, that alone should cast doubt on the ability of a single parental relationship to predict broad trends about the world. It doesn’t even seem to be right within families, let alone between them (and it’s probably worth mentioning at this point that, if children are going to be right about the quality of male investment in their local ecology more generally, all the children in the same area should develop similar expectations, regardless of their parent’s behavior. It would be strange for literal neighbors to develop different expectations of general male behavior in their local environment just because the parents of one home got divorced while the other stayed together. Then again, it should strange for daughters of the same home to develop different expectations, too).

Unless different ecologies have rather sharp boarders

On both a methodological and theoretical level, then, there are some major concerns with this paper that render its interpretation suspect. Indeed, at the heart of the paper is a large contradiction: if you’re going to predict that two girls from the same family develop substantially different expectations about the wider world from the same father, then it seems impossible that the data from that father is very predictive of the world. In any case, the world doesn’t seem as stable as it would need to be for that single data point to be terribly useful. There ought not be anything special about the relationship of your parents (relative to other parents) if you’re looking to learn something about the world in general.

While I fully expect that children’s lives following their parents divorce will be different – and those differences can affect development, depending on when they occur – I’m not so sure that the personal relationship between fathers and daughters is the causal variable of primary interest.

References: DelPriore, D., Schlomer, G., & Ellis, B. (2017). Impact of Fathers on Parental Monitoring of Daughters and Their Affiliation With Sexually Promiscuous Peers: A Genetically and Environmentally Controlled Sibling Study. Developmental Psychology. Advance online publication. http://dx.doi.org/10.1037/dev0000327

Harris, J. (2009) The Nurture Assumption: Why Children Turn Out the Way They Do. Free Press, NY.

Why Do So Many Humans Need Glasses?

When I was very young, I was given an assignment in school to write a report on the Peregrine Falcon. One interesting fact about this bird happens to be that it’s quite fast: when the bird spots prey (sometimes from over a mile away) it can enter into a high-altitude dive, reaching speeds in excess of 200 mph, and snatch its prey out of midair (if you’re interested in watching a video of such a hunt, you can check one out here). The Peregrine would be much less capable of achieving these tasks – both the location and capture of prey – if its vision was not particularly acute: failures of eyesight can result in not spotting the prey in the first place, or failing to capture it if distances and movements aren’t properly tracked. For this reason I suspect (though am not positive) that you’ll find very few Peregrines that have bad vision: their survival depends very heavily on seeing well. These birds would probably not be in need of corrective lens, like the glasses and contacts that humans regularly rely upon in modern environments. This raises a rather interesting question: why do so many humans wear glasses?

And why does this human wear so many glasses?

What I’m referring to in this case is not the general degradation of vision with age. As organisms age, all their biological systems should be expected to breakdown and fail with increasing regularity, and eyes are no exception. Crucially, all these systems should be expected to all breakdown, more-or-less, at the same time. This is because there’s little point in a body investing loads of metabolic resources into maintaining a completely healthy heart that will last for 100 years if the liver is going to shut down at 60. The whole body will die if the liver does, healthy heart (or eyes) included, so it would be adaptive to allocate those development resources differently. The mystery posed by frequently-poor human eyesight is appreciably different, as poor vision can develop early in life; often before puberty. When you observe apparent maladaptive development early in life like that, it requires another type of explanation.

So what might explain why human visual acuity appears so lackluster early in life (to the tune of over 20% of teenagers using corrective lenses)? There are a number of possible explanations we might entertain. The first of these is that visual acuity hasn’t been terribly important to human populations for some time, meaning that having poor eyesight did not have an appreciable impact on people’s ability to survive and reproduce. This strikes me as a rather implausible hypothesis on the face of it not only because vision seems rather important for navigating the world, but also because it ought to predict that having poor vision should be something of a species universal. While 20% of young people using corrective lenses is a lot, eyes (and the associated brain regions dedicated to vision) are costly organs to grow and maintain. If they truly weren’t that important to have around, then we might expect that everyone needs glasses to see better; not just pockets of the population. Humans don’t seem to resemble the troglobites that have lost their vision after living in caves away from sunlight for many generations.

Another possibility is that visual acuity has been important – it’s adaptive to have good vision – but people’s eyes fail to develop properly sometimes because of development insults, like infectious organisms. While this isn’t implausible in principle – infectious agents have been known to disrupt development and result in blindness, deafness, and even death on the extreme end – the sheer numbers of people who need corrective lenses seem a bit high to be caused by some kind of infection. Further, the numbers of younger children and adults who need glasses appear to have been rising over time, which might seem strange as medical knowledge and technologies have been steadily improving. If the need for glasses is caused by some kind of infectious agent, we would need to have been unaware of its existence and not accidentally treated it with antibiotics or other such medications. Further, we might expect glasses to be associated with other signs of developmental stress, like bodily asymmetries, low IQ, or other such outcomes. If your immune system didn’t fight off the bugs that harmed your eyes, it might not be good enough to fight off other development-disrupting infections. However, there seems to be a positive correlation between myopia and intelligence, which would be strange under a disease hypothesis.

The negative correlation with fashion sense begs for explanation, too

A third possible explanation is that visual acuity is indeed important for humans, but our technologies have been relaxing the selection pressures that were keeping it sharp. In other words, since humans invented glasses and granted those who cannot see as well a crutch to overcome this issue, any reproductive disadvantage associated with poor vision was effectively removed. It’s an interesting hypothesis that should predict people’s eyesight in a population begins to get worse following the invention and/or proliferation of corrective lenses. So, if glasses were invented in Italy around 1300, that should have lead to the Italian population’s eyesight growing worse, followed by the eyesight of other cultures to which glasses spread but not beforehand. I don’t know much about the history of vision across time in different cultures, but something tells me that pattern wouldn’t show up if it could be assessed. In no small part, that intuition is driven by the relatively-brief window of historical time between when glasses were invented, and subsequently refined, produced in sufficient numbers, distributed globally, and today. A window of only about 700 years for all of that to happen and reduce selection pressures for vision isn’t a lot of time. Further, there seems to be evidence that myopia can develop rather rapidly in a population, sometimes as quick as a generation:

One of the clearest signs came from a 1969 study of Inuit people on the northern tip of Alaska whose lifestyle was changing2. Of adults who had grown up in isolated communities, only 2 of 131 had myopic eyes. But more than half of their children and grandchildren had the condition. 

That’s much too fast for a relaxation of selection pressures to be responsible for the change.

This brings us to the final hypothesis I wanted to cover today: an evolutionary mismatch hypothesis. In the event that modern environments differ in some key ways from the typical environments humans have faced ancestrally, it is possible that people will develop along an atypical path. In this case, the body is (metaphorically) expecting certain inputs during its development, and if they aren’t received things can go poorly. As a for instance, it has been suggested that people develop allergies, in part, as a result of improved hygiene: our immune systems are expecting a certain level of pathogen threat which, when not present, can result in our immune system attacking inappropriate targets, like pollen.

There does seem to be some promising evidence on this front for understanding human vision issues. A paper by Rose et al (2008) reports on myopia in two samples of similarly-aged Chinese children: 628 children living in Singapore and 124 living in Sydney. Of those living in Singapore, 29% appeared to display myopia, relative to only 3% of those living in Sydney. These dramatic differences in rates of myopia are all the stranger when you consider the rates of myopia in their parents were quite comparable. For the Sydney/Singapore samples, respectively, 32/29% of the children had no parent with myopia, 43/43% had one parent with myopia, and 25/28% had two parents with myopia. If myopia was simply the result of inherited genetic mutations, its frequencies between countries shouldn’t be as different as they are, disqualifying hypotheses one and three from above.

When examining what behavioral correlates of myopia existed between countries, several were statistically – but not practically – significant, including number of books read and hours spent on computers or watching TV. The only appreciable behavioral difference between the two samples was the number of hours the children tended to spend outdoors. In Sydney, the children spent an average of about 14 hours a week outside, compared to a mere 3 hours in Singapore. It might be the case, then, that the human eye requires exposure to certain kinds of stimulation provided by outdoor activities to develop properly, and some novel aspects of modern culture (like spending lots of time indoors in a school when children are young) reduce such exposure (which might also explain the aforementioned IQ correlation: smarter children may be sent to school earlier). If that were true, we should expect that providing children with more time outdoors when they are young is preventative against myopia, which it actually seems to be.

Natural light and no Wifi? Maybe I’ll just go blind instead…

It should always strike people as strange when key adaptive mechanisms appear to develop along an atypical path early in life that ultimately makes them worse at performing their function. An understanding of what types of biological explanations can account for these early maladaptive outcomes goes a long way in helping you understand where to begin your searches and what patterns of data to look out for.

References: Rose, K., Morgan, I., Smith, W., Burlutsky, G., Mitchell, P., & Saw, S. (2008). Myopia, lifestyle, and schooling in students of Chinese ehtnicity in Singapore and Sydney. Archives of Ophthalmology, 126, 527-530.