RT Journal Article
SR Electronic
T1 The Naked Truth
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 436
OP 448
DO 10.2501/JAR-51-2-436-448
VO 51
IS 2
A1 Tom Reichert
A1 Michael S. LaTour
A1 John B. Ford
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/2/436.abstract
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.