Effectiveness of female nudity in e-advertising

Jacques Digout, Charbel Salloum, Leah Hajjar and Nahed Taha

International Journal of Electronic Marketing and Retailing, 2017, vol. 8, issue 4, 331-343

Abstract: This paper attempts to study the effectiveness of female nudity in advertising, specifically among Lebanese youth in universities. To validate our hypotheses, we carried out a self-administered survey in four different universities, exposing 189 students to an experimental smartphone advertisement showing either a model's face or her partially nude body. Our results suggest that better attention toward the ad, brand recall, and favourable attitude toward the ad are dependent on the presence of nudity in the ad. The theoretical implication of our study is that the use of sexual appeal and sexual information is positively affecting the attention and attitude toward the ad, the brand recall, the consumer's buying decision, and consequently the sales rate.

Keywords: advertising; consumer behaviour; nudity; female. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=87715 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijemre:v:8:y:2017:i:4:p:331-343

Access Statistics for this article

More articles in International Journal of Electronic Marketing and Retailing from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().