Nudity in advertising: impact on AIDA model

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Nudity in advertising: impact on AIDA model

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Nudity in advertising: impact on AIDA model

Popis výsledku anglicky

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

Druh

O - Ostatní výsledky

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů