In this study, we present results of two experiments on hedonic and functional products designed to (1) explore consumers’ third-person perceptions of sex appeals in advertising (2) determine which constructs are effective on third-person perception across the product types (3) and, examine whether conceptual models are moderated by public exposure to sexual stimuli or not. The findings suggest that public exposure to the sexual stimuli is a factor that causes some differences on the antecedents of the third-person perception, and behavioural outcomes of the third-person perception across the respondents’ cultural background and product types.