Female nudity in print advertising: An analysis of gender differences in arousal and Ad response

Authors

  • Michael S. LaTour Ph.D.

    Corresponding author
    1. Old Dominion University
    • College of Business and Public Administration, Old Dominion University, Norfolk, VA 23508
    Search for more papers by this author

Abstract

Previous research on the dimensionality of arousal indicates tension arousal is associated with negative feelings and energy arousal is associated with positive feelings. Women were found to generate more tension and negative feelings towards explicit female nudity in print ads than men. Men were more energized and positive in their feelings about such ads. The results have substantial strategic implications.

Ancillary