Attitude Toward Nudity and Advertising in General Through the Mediation of Offensiveness and Moderation of Cultural Values: Evidence from Pakistan and the United States

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aut.relation.endpage134
aut.relation.issue1
aut.relation.journalPakistan Journal of Commerce and Social Science
aut.relation.startpage115
aut.relation.volume17
dc.contributor.authorKhalid, A
dc.contributor.authorAwan, RA
dc.contributor.authorQadeer, F
dc.contributor.authorSaeed, Z
dc.contributor.authorAli, R
dc.date.accessioned2023-09-19T23:02:44Z
dc.date.available2023-09-19T23:02:44Z
dc.date.issued2023-01-01
dc.description.abstractConsidering the ever-increasing trend of utilizing nudity content in marketing, this study investigates whether consumers’ nudity attitudes modify their attitudes toward advertising in general (AAG) and also tests the mediation of offensiveness in this path. In addition, the study also tests the boundary condition of two cultural values (conservation and openness to change) on the relationship between nudity attitude and offensiveness. A cross-sectional, online survey was used to collect primary data from consumers of Pakistan and the USA (n=311). The analysis through SPSS and PROCESS techniques confirm that offensiveness mediates the relationship between nudity attitudes and AAG. The moderating roles of conservation and openness are also supported. Cultural sensitivity towards nudity has a profound impact on advertising effectiveness and thereby successful advertisements based on nudity in one culture may fail to deliver in another because consumers develop negative AAG. The results suggest that no matter how global the brand may be, a standardized global advertising approach may not work. Therefore, advertisers should not use nudity appeals that may offend consumers in some regions and must consider cultural values when creating advertisements.
dc.identifier.citationPakistan Journal of Commerce and Social Science, ISSN: 1997-8553 (Print); 2309-8619 (Online), 17(1), 115-134.
dc.identifier.issn1997-8553
dc.identifier.issn2309-8619
dc.identifier.urihttp://hdl.handle.net/10292/16700
dc.relation.urihttps://www.econstor.eu/bitstream/10419/270922/1/4488.pdf
dc.rights.accessrightsOpenAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/
dc.titleAttitude Toward Nudity and Advertising in General Through the Mediation of Offensiveness and Moderation of Cultural Values: Evidence from Pakistan and the United States
dc.typeJournal Article
pubs.elements-id510155
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