Scholar Info


James Mayer

Clinical Assistant Professor

ude[dot]iupui[at]reyammaj

Do sexy mouthwash ads leave a bad aftertaste? The interaction of sexual self-schema and brand positioning fit on female-targeted sexual advertising efficacy


I generate business-related knowledge through (primarily) experimental research exploring advertising executional elements (for instance, humor and sex) and how they differentially affect consumer segments. I also explore gender-based reactions to consumer communications and promotions. Finally, I explore health-related marketing communication efficacy. For each of these aspects, I seek to explore and explicate the dynamics so that practitioners (ad agencies, public policy groups, etc.) might benefit from disseminated research, and I also employ the research in teaching the business community (through my M.B.A. and corporate education teaching and other seminars) as well as disseminating it through media appearances and other opportunities.