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

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