Understanding Responses to Sex Appeals in Advertising: an Individual Difference Approach

Stephen M. Smith, North Georgia College
Curtis P. Haugtvedt, Ohio State University
John M. Jadrich, University of Georgia
Mark R. Anton, University of Georgia
ABSTRACT - Although the use of partially nude models in advertising has increased in recent years (Soley and Reid 1988), how such ads influence consumer judgments and reactions is unclear. A review of existing research suggests complex relationships between the use of nudity in an advertisement and several measures of advertising effectiveness. In order to begin to better understand conditions under which the persuasive effects of nudity might be enhanced or diminished, we examined the moderating role of an individual difference factor expected to predict reactions to advertising containing partially nude modelsCsex guilt.
[ to cite ]:
Stephen M. Smith, Curtis P. Haugtvedt, John M. Jadrich, and Mark R. Anton (1995) ,"Understanding Responses to Sex Appeals in Advertising: an Individual Difference Approach", in NA - Advances in Consumer Research Volume 22, eds. Frank R. Kardes and Mita Sujan, Provo, UT : Association for Consumer Research, Pages: 735-739.