“…In particular, studies have examined the influence of one particular religion, that of Islam, on perceptions of advertising content (Luqmani, Yavas and Quraeshi, 1987;Michell and Al-Mossawi, 1999) revealing differences in controversial advert perceptions between highly religious individuals and those less devoted to religion. Similarly, other scholars have identified variations in responses to controversial advertising, based on individuals' affiliation to a particular religion (e.g., Islam or Christianity) (e.g., Gibbs, Ilkan and Pouloukas, 2007), albeit without taking into consideration variations in the individual's intra-personal and/or inter-personal religious commitment. More recently, religious commitment has been found to influence consumer perceptions of sexual appeals in print media through the mediating effect of ethical judgement (Putrevu and Swimberghek, 2013).…”