Female Nudity, Arousal, and Ad Response: An Experimental Investigation

Abstract

Abstract Abstract The present study uses a causal-modeling approach to evaluate an experimental manipulation of female nudity in print advertising. A hypothetical model which includes a multi-dimensional structure of arousal acting as an intervening factor between the ad nudity stimulus and resulting cognitive impressions of the ad is proposed. The results lend particular insight into the complex underpinnings of the psychophysiological response to female nudity in advertising. Important theoretical implications and future research directions are discussed.