Male nudity in advertising: the impact of product/nudity congruence and product involvement
Autor(a) principal: | |
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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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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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1799138050452750336 |