Consumer reactions to nudity in print advertising: Comparing same-gender and opposite-gender effects
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2021-01Keyword
Advertising effectivenessConsumer reactions
Erotic plasticity
Homophily
Nudity
Opposite gender
Same gender
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(c) 2021 The Authors. This is an Open Access article distributed under the Creative Commons CC-BY license (http://creativecommons.org/licenses/by/4.0/)Peer-Reviewed
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It is often assumed that exposure to nude stimuli in advertising influences consumer behavior positively. However, the empirical evidence concerning the effects of nudity on consumer reactions is inconclusive. The goal of this study is to disentangle the effects of opposite-gender and same-gender nudity on female and male consumers' reactions. This study, thereby, offers a framework for the appropriate choice of seminude or fully clothed human stimuli based on advertisers' objectives and consumer–model gender interactions. The empirical data were derived from a large-scale market research initiative from Germany with 61,399 consumer evaluations of 147 real ads from 16 product categories. Female consumers show positive same-gender results for both seminude and fully clothed female models, indicating strong homophily, but nonsignificant opposite-gender effects on information search, positive attitude change, integration of brand into consideration set, and purchase intentions. In contrast, male consumers demonstrate a significantly positive and equally strong influence of opposite-gender and same-gender seminude stimuli on all of the four variables.Version
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Trivedi RH and Teichert T (2021) Consumer reactions to nudity in print advertising: Comparing same-gender and opposite-gender effects. Psychology and Marketing. 38(5): 819-833.Link to Version of Record
https://doi.org/10.1002/mar.21471Type
Articleae974a485f413a2113503eed53cd6c53
https://doi.org/10.1002/mar.21471