TY - JOUR T1 - The Naked Truth JF - Journal of Advertising Research JO - J Advert Res SP - 436 LP - 448 DO - 10.2501/JAR-51-2-436-448 VL - 51 IS - 2 AU - Tom Reichert AU - Michael S. LaTour AU - John B. Ford Y1 - 2011/06/01 UR - http://www.journalofadvertisingresearch.com/content/51/2/436.abstract N2 - 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. ER -