TY - THES ID - 134493288 TI - Do sexual stimuli increase the willingness to pay for luxury products? AU - Grauwels, Bert AU - Dewitte, Siegfried AU - Liu, Yunxin AU - KU Leuven. Faculteit Economie en Bedrijfswetenschappen. Opleiding Master of Business Economics PY - 2019 PB - Leuven KU Leuven. Faculteit Economie en Bedrijfswetenschappen DB - UniCat UR - https://www.unicat.be/uniCat?func=search&query=sysid:134493288 AB - Abstract: The goal of this study is to discover whether or not sexual stimuli influence the willingness to buy luxury goods, more specifically tattoos and vacations. Of our 50 Participants half were shown sexual stimuli in the form of pictures of women with tattoos on revealing places and pictures of vacation views and beaches with women in bikini, this was the experimental condition. The other half were shown pictures of women with tattoos on less-revealing places and pictures of vacation views or beaches without anyone on them, this was the control condition. Results show that in comparison with the control condition, willingness to pay for a tattoo significantly increased. For the vacation-part this was not the case and the results were not significantly different. ER -