How Nudity in Advertising Affects Donation Behavior

This research finds that exposure to nudity in advertising causes consumers to engage in more altruistic behavior, as manifested both in monetary donations and intentions to donate blood. This effect is found to be mediated by the feeling of guilt elicited by viewing nudity.


Marloes Heijink, Yuwei Jiang, and Jaideep Sengupta (2016) ,"How Nudity in Advertising Affects Donation Behavior", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 735-735.


Marloes Heijink, Hong Kong Polytechnic University
Yuwei Jiang, Hong Kong Polytechnic University
Jaideep Sengupta, Hong Kong University of Science and Technology


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


Losing Fast or Slow? Preferences for Uncertainty Resolution

Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA

Read More


Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

Read More


B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing

Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.