The meta-analysis (login required) by researchers at the University of Illinois, Ball State University, and University of California-Davis examined 78 peer-reviewed advertising studies from 1969 to 2017, which collectively involved more than 17,000 consumers, primarily in the US, as well as Europe, Australia, and Asia.
The researchers looked at past experiments in which participants reported on their memory of, attitudes toward, and intentions to buy products after they were shown ads in print, billboards, posters, TV, or video that may have played elsewhere, like online. They found participants were more likely to remember ads that made sexual appeals than the ones that didn’t. But that they were not more likely to remember the brands featured in the ads. The participants were also more likely to have a negative attitude towards the brands that used sex in their ads than those that didn’t."
Read article by Ashley Rodriguez from Quartz.