This research aims to the effect of a sexual signaling system for a mate attraction on luxury products purchase. Some research has examined priming of mating motives such as looking at pictures of attractive opposite-gender can increase males’ stated willingness to purchase luxury products. This research extends costly signal theory into promotional message or model. we suggest that men tend to purchase luxury products, exposed to ads with attractive women models rather than attractive men according to costly signaling. Likewise, women may tend to purchase luxury products, exposed to ads with attractive women according to intra-sexual competition theory. Three experiments are conducted to examine the hypotheses.

• Joonheui Bae(Kyungpook National University, Republic of Korea)
• Dong Mo Koo(Kyungpook National University, Republic of Korea)