Contrary to popular opinion, those bikini-clad young models draped over the show-room Ferrari might be doing your sales more harm than good these days
Marketing executives have long relied on the idealised female image, usually in the form of a celebrity or model embracing a product or draping themselves across it, in the belief that the placement of these images positively influences purchase decisions.
[This article is republished courtesy of INSEAD Knowledge, the portal to the latest business insights and views of The Business School of the World. Copyright INSEAD 2024]