The Effect of Lovestyle on Consumer Behavior: Attracting a Partner and Forming a Relationship

Erotic stimuli in the consumer\u27s environment can lead to affective responses, which produce traits such as erotophobia-erotophilia and lovestyle. Individuals can be classified as one of six main lovestyles, as well as erotophilic (having a positive view towards sexual behaviors) or erotophobic (having a negative view towards sexual behaviors). A person\u27s style of loving may affect which products he or she perceives to be helpful in attracting potential sexual and relationship partners. I investigated this possible correlation by examining (1) whether each lovestyle is erotophilic or erotophobic and (2) which products erotophilic individuals are more likely to buy as opposed to those that erotophobic individuals are more likely to buy in (a) attracting sexual partners and (b) attracting relationship partners. The study indicated that lovestyle did not predict erotophobia-erotophilia, nor did the erotophobiaerotophilia trait predict which products an individual bought. However, a significant relationship was found between gender and erotophobia-erotophilia, as well as between gender and many of the products. Overall, the findings suggest that gender is the biggest predictor of what products were perceived as helpful in attracting sexual and relationship partners