Abstract
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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Horton, R.L., Lieb, L., Hewitt, M. (2015). The Effects of Nudity, Suggestiveness, and Attractiveness on Product Class and Brand Name Recall. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_108
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DOI: https://doi.org/10.1007/978-3-319-16946-0_108
Publisher Name: Springer, Cham
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