PT  - JOURNAL ARTICLE
AU  - Tom Reichert
AU  - Michael S. LaTour
AU  - John B. Ford
TI  - The Naked Truth
AID  - 10.2501/JAR-51-2-436-448
DP  - 2011 Jun 01
TA  - Journal of Advertising Research
PG  - 436--448
VI  - 51
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/51/2/436.short
4100  - http://www.journalofadvertisingresearch.com/content/51/2/436.full
SO  - J Advert Res2011 Jun 01; 51
AB  - Graphic sexual appeals grab attention but the advertising literature suggests that these messages are far from a “magic bullet.” Using a large national panel (N = 1,506), the current research manipulated levels of nudity in fragrance ads and assessed key constructs including Sexual Self Schema, Sensation Seeking, and dimensions of the Reidenbach-Robin Multi-dimensional Ethics Scale to determine which factors best account for individual response. Findings indicate that elements of all three variables were important predicators of viewers' emotional, attitudinal, and behavioral responses, especially as nudity increased. The results elucidate key factors for managerial action when incorporating sexual appeals in brand building.