“…In general, the research hypothesis deals with the ways in which sexual content can alter these cognitive processes by reducing or amplifying the effectiveness of the content message and, in particular, the level of persuasion the consumer feels (Reichert, 2002;Thiyagarajan, Shanthi & Naresh, 2012). The main risk is that the sexual content in advertising, while capturing the consumer's attention, can distract him from other information that is more substantial and relevant as, for example, those related to the brand (MacInnis, Moorman & Jaworski, 1991;Cui & Yang, 2009). Doubtless the use of sexual content in advertising raises the level of attention (Belch, Holgerson, Belch & Koppman, 1981;Dudley, 1999;Reichert, Heckler & Jackson, 2001;Reichert, LaTour & Kim, 2007;Lombardot, 2007) and may help to make those messages more interesting and engaging.…”