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Male nudity in advertising: the impact of product/nudity congruence and product involvement
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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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Advertising Involvement Congruence Utilities