Scholar Info

James Mayer

Clinical Assistant Professor


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.


(317) 278-4690