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Title
PSYCHOPHYSIOLOGICAL AND COGNITIVE RESPONSES TO SEX IN ADVERTISING.
Authors
Belch, Michael A.; Holgerson, Barbro E.; Belch, George E.; Koppman, Jerry
Abstract
Cognitive and physiological measures were employed to determine viewers reactions to the use of sex in advertising. The results indicate that both nudity and suggestiveness will elicit physiological reactions, and that the cognitive and affective responses associated with these reactions will vary by sex of the receiver.
Publication
Advances in Consumer Research, 1982, Vol 9, Issue 1, p424