At the end of May 2021, content square, a specialist in website and application optimization, signed the largest fundraising ever for a French start-up: $500 million! Thanks to this sum, the start-up will be able to continue developing its data analysis techniques, which are so useful today for analyzing people’s behavior and improving their profiling. If digital technologies are now at the heart of our organizations’ operations, they still worry their potential users. Yet, isn’t the only real worry to have, the one not to use them?
Building on construal level theory and psychological distance (PD), this paper considers the impact of erotic ads; the factors of sex and moral attentiveness are also examined. Two experiments delve into different PD types, evoking variant construal levels (CLs) while promoting a different product across different levels of erotic intensity in the ad. Findings show that as the PD or CL decreases, reactions become more unfavorable, regardless of the ad’s level of erotic intensity. Also, reactions vary depending on sex and moral attentiveness; women and individuals with high moral attentiveness levels express stronger objections.