Nudity in advertising: impact on AIDA model

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F27266150%3A_____%2F13%3A%230000039" target="_blank" >RIV/27266150:_____/13:#0000039 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Nudity in advertising: impact on AIDA model
Original language description
Use of nudity or sex in advertising is quite popular in praxis. Organisations often use sexual stimuli to attract consumers. An assumption related to it is a linear relationship between the level of nudity and sexual arousal and thus higher level of consumer´s response. We focused on different levels of nudity and the reaction of respondents. The perception of the ad, attention, interest, desire and buying intention was studied. The aim of the paper is to analyse the relationship between nudity/sex in advertising and its impact on purchase (AIDA model) together with focus on impact of gender on the perception of nudity displayed in ad (cognitive, emotional and conative dimension). We used primary questioning with four possible levels of nudity displayed in ad. The conclusiveness of the outputs and relationships obtained were supported by the tools of descriptive statistics, for testing of results the analysis of correlation and factor analysis were used to review the outcomes. The resp
Czech name
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Czech description
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Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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