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2015 | OriginalPaper | Chapter

The Effects of Nudity, Suggestiveness, and Attractiveness on Product Class and Brand Name Recall

Authors : Raymond L. Horton, Lauren Lieb, Martin Hewitt

Published in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference

Publisher: Springer International Publishing

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This laboratory experiment found that nudity had a serious negative impact on brand name recall. This result is especially important because the degree of nudity was quite mild. Contrary to prediction, nudity had no effect on product class recall. As expected, no other significant effects were found.

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previous chapter Newspapers and the Marketing Concept: An Exploratory Study of the Attitudes of Newsroom and Management Personnel
next chapter Parental Attitudes Toward Children’s Advertising: Some Preliminary Findings
Metadata
Title
The Effects of Nudity, Suggestiveness, and Attractiveness on Product Class and Brand Name Recall
Authors
Raymond L. Horton
Lauren Lieb
Martin Hewitt
Copyright Year
2015
Book
Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference

Print ISBN: 978-3-319-16945-3

Electronic ISBN: 978-3-319-16946-0

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-16946-0_108