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.

中文翻译：

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消费者对平面广告中裸露的反应：比较同性别和相反性别的影响

通常认为，广告中裸露的刺激会积极影响消费者的行为。但是，关于裸体对消费者反应的影响的经验证据尚无定论。这项研究的目的是弄清异性和同性裸体对男女消费者反应的影响。这项研究，因此，提供了一个基于广告主的目标和消费模式的性别互作半裸或和衣人体的刺激选用合适的框架。经验数据来自德国的一项大规模市场研究计划，对来自16个产品类别的147个真实广告进行了61,399次消费者评估。女性消费者在半裸和衣着丰满的女性模型中均显示出相同的性别结果，表明同质性强，但对信息搜索，积极的态度变化，将品牌整合到考虑因素以及购买意图方面，性别差异不显着。相反，男性消费者对所有四个变量都表现出明显的积极且同样强烈的相反性别和相同性别半裸刺激的影响。