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ABSTRACT
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.
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