The VASE scales: Measures of viewpoints about sexual embeds in advertising

Widing, Robert E.; Hoverstad, Ronald; Coulter, Ronald L.; Brown, Gene

doi:10.1016/0148-2963(91)90009-m

Cited by 9 publications

(2 citation statements)

References 5 publications

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“…Research in advertising literature offers further support; consumers' ethical judgements are relevant for considering audience reactions to various other categories of controversial ads, such as those portraying military combat during a wartime period (Tansey, Hyman, and Brown 1992). Also, Simpson, Brown, and Widing (1998) find that the use of subliminal sex appeals is considered unethical by most consumers (see also Widing et al 1991; and for ethical reaction to explicit sex appeals, see LaTour and Henthorne 1994). Such lower ethical judgements negatively affect attitudes towards the ad and purchase intentions.…”

Section: Ethical Judgements Of Extremely Thin Models and Ad Effectivementioning

confidence: 92%

Extremely thin models in print ads: The dark sides

Andersen¹,

Paas

2012

Journal of Marketing Communications

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To appeal to consumers as social beings, advertisers include social settings and human images in commercial messages. Extant empirical research shows that thin models are perceived as more attractive and that the use of attractive models results in higher ad effectiveness. However, this study offers empirical evidence of 'dark sides' of extremely thin models, such that they harm advertising performance. The negative effects of extremely thin models stem from their influence on consumers' psychological well-being, as well as their ethical judgements of the advertisement. Respondents in this study also regard an extremely thin model as less attractive than a more average model. These results suggest that organizations should reconsider the portrayal of extremely thin models in their promotional messages and, more generally, consider consumer ethics when developing marketing communication messages.

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Section: Ethical Judgements Of Extremely Thin Models and Ad Effectivementioning

confidence: 92%

Extremely thin models in print ads: The dark sides

Andersen¹,

Paas

2012

Journal of Marketing Communications

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“…A closer inspection of the extant literature regarding the effects of nude or seminude models in advertising on consumer reactions reveals several limitations which may have caused confusing and contradictory findings. Previous studies measuring the effectiveness of nudity on consumer reactions either drew their conclusions from mostly small sample sizes (e.g., Putrevu, 2008; Read et al, 2018; Weller et al, 1979), often consisting of student participants (e.g., Dianoux & Linhart, 2010; Wyllie et al, 2014; Zimmerman & Dahlberg, 2008), or derived results based on only one or two product categories (e.g., Putrevu & Swimberghek, 2013; Severn et al, 1990; P. M. Simpson et al, 1996), involving a very limited number of real (e.g., Amyx & Amyx, 2011; Putrevu, 2008; Tai, 1999; Widing et al, 1991) or fictitious advertisements (e.g., Black et al, 2010; Kassem & John, 1973; Lombardot, 2007; Reichert et al, 2011).…”

Section: Introductionmentioning

confidence: 99%

Consumer reactions to nudity in print advertising: Comparing same‐gender and opposite‐gender effects

Trivedi

Teichert

2021

Psychology and Marketing

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It is often assumed that exposure to nude stimuli in advertising influences consumer behavior positively. However, the empirical evidence concerning the effects of nudity on consumer reactions is inconclusive. The goal of this study is to disentangle the effects of opposite‐gender and same‐gender nudity on female and male consumers' reactions. This study, thereby, offers a framework for the appropriate choice of seminude or fully clothed human stimuli based on advertisers' objectives and consumer–model gender interactions. The empirical data were derived from a large‐scale market research initiative from Germany with 61,399 consumer evaluations of 147 real ads from 16 product categories. Female consumers show positive same‐gender results for both seminude and fully clothed female models, indicating strong homophily, but nonsignificant opposite‐gender effects on information search, positive attitude change, integration of brand into consideration set, and purchase intentions. In contrast, male consumers demonstrate a significantly positive and equally strong influence of opposite‐gender and same‐gender seminude stimuli on all of the four variables.

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