Male nudity in advertising: the impact of product/nudity congruence and product involvement

Detalhes bibliográficos
Autor(a) principal: Koziel, Aleksandra
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/120106
Resumo: The current study investigates the role of product/nudity congruence and product involvement in advertising including male nudity. Previous studies bring contradictory results concerning the effectiveness of congruity. However, they did not control for product involvement level or audience gender when testing on product/nudity congruence. This research examines differences in females’ recall and attitude towards the ads including products with different levels of mentioned variables. Two experimental studies (Ntotal=244) showed that congruence is irrelevant for the attitude but it has a positive influence on recall. Furthermore, attitude towards the ad is significantly higher for high involvement products. However, the recall is not influenced by this factor. Advertisers should be careful when matching nudity with incongruent products as it may only trigger a decrease in recall.
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spelling Male nudity in advertising: the impact of product/nudity congruence and product involvementAdvertisingInvolvementCongruenceUtilitiesDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe current study investigates the role of product/nudity congruence and product involvement in advertising including male nudity. Previous studies bring contradictory results concerning the effectiveness of congruity. However, they did not control for product involvement level or audience gender when testing on product/nudity congruence. This research examines differences in females’ recall and attitude towards the ads including products with different levels of mentioned variables. Two experimental studies (Ntotal=244) showed that congruence is irrelevant for the attitude but it has a positive influence on recall. Furthermore, attitude towards the ad is significantly higher for high involvement products. However, the recall is not influenced by this factor. Advertisers should be careful when matching nudity with incongruent products as it may only trigger a decrease in recall.Martinez, Luis F.Alves, CátiaRUNKoziel, Aleksandra2021-06-28T08:28:37Z2018-06-062018-08-292018-06-06T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/120106TID:201984385enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:02:41Zoai:run.unl.pt:10362/120106Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:44:16.747087Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Male nudity in advertising: the impact of product/nudity congruence and product involvement
title Male nudity in advertising: the impact of product/nudity congruence and product involvement
spellingShingle Male nudity in advertising: the impact of product/nudity congruence and product involvement
Koziel, Aleksandra
Advertising
Involvement
Congruence
Utilities
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Male nudity in advertising: the impact of product/nudity congruence and product involvement
title_full Male nudity in advertising: the impact of product/nudity congruence and product involvement
title_fullStr Male nudity in advertising: the impact of product/nudity congruence and product involvement
title_full_unstemmed Male nudity in advertising: the impact of product/nudity congruence and product involvement
title_sort Male nudity in advertising: the impact of product/nudity congruence and product involvement
author Koziel, Aleksandra
author_facet Koziel, Aleksandra
author_role author
dc.contributor.none.fl_str_mv Martinez, Luis F.
Alves, Cátia
RUN
dc.contributor.author.fl_str_mv Koziel, Aleksandra
dc.subject.por.fl_str_mv Advertising
Involvement
Congruence
Utilities
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Advertising
Involvement
Congruence
Utilities
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The current study investigates the role of product/nudity congruence and product involvement in advertising including male nudity. Previous studies bring contradictory results concerning the effectiveness of congruity. However, they did not control for product involvement level or audience gender when testing on product/nudity congruence. This research examines differences in females’ recall and attitude towards the ads including products with different levels of mentioned variables. Two experimental studies (Ntotal=244) showed that congruence is irrelevant for the attitude but it has a positive influence on recall. Furthermore, attitude towards the ad is significantly higher for high involvement products. However, the recall is not influenced by this factor. Advertisers should be careful when matching nudity with incongruent products as it may only trigger a decrease in recall.
publishDate 2018
dc.date.none.fl_str_mv 2018-06-06
2018-08-29
2018-06-06T00:00:00Z
2021-06-28T08:28:37Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/120106
TID:201984385
url http://hdl.handle.net/10362/120106
identifier_str_mv TID:201984385
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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