Show simple item record

dc.contributor.authorTrivedi, Rohitkumar
dc.contributor.authorTeichert, T.
dc.date.accessioned2021-04-06T09:58:34Z
dc.date.accessioned2021-04-19T10:14:24Z
dc.date.available2021-04-06T09:58:34Z
dc.date.available2021-04-19T10:14:24Z
dc.date.issued2021-01
dc.identifier.citationTrivedi 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.en_US
dc.identifier.urihttp://hdl.handle.net/10454/18440
dc.descriptionYesen_US
dc.description.abstractIt 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.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1002/mar.21471en_US
dc.rights(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/)en_US
dc.subjectAdvertising effectivenessen_US
dc.subjectConsumer reactionsen_US
dc.subjectErotic plasticityen_US
dc.subjectHomophilyen_US
dc.subjectNudityen_US
dc.subjectOpposite genderen_US
dc.subjectSame genderen_US
dc.titleConsumer reactions to nudity in print advertising: Comparing same-gender and opposite-gender effectsen_US
dc.status.refereedYesen_US
dc.date.Accepted2021-02-17
dc.date.application2021-03-05
dc.typeArticleen_US
dc.type.versionPublished versionen_US
dc.date.updated2021-04-06T08:58:42Z
refterms.dateFOA2021-04-19T10:14:47Z
dc.openaccess.statusGolden_US


Item file(s)

Thumbnail
Name:
Trivedi-2021-Consumerreactions ...
Size:
565.9Kb
Format:
PDF
Description:
trivedi_and_teichert_2021

This item appears in the following Collection(s)

Show simple item record