EFFECTS OF SEXUAL APPEAL IN ADVERTISING OVER CONSUMERS' BEHAVIORAL AND EMOTIONAL RESPONSES: AN EXPERIMENTAL STUDY WITH BRAZILIANS AND INDIANS

This study explored the effects of sex appeal, more precisely of nudity, over the emotional and behavioral responses of consumers of two culturally distinct markets, Brazil and India. we performed an experiment in which, after seeing an ad with either a high or a low degree of nudity, the respondents answered a survey designed to measure their attitudes and purchase intentions. The results of this study show that the attitudes towards the ad and ethics varied in a statistically significant manner in India as the degree of nudity rose. That did not occur in Brazil. Therefore, the studies indicate that there are important differences of attitude and perception between Indians and Brazilians. That did not occur in Brazil. Therefore, the studies indicates that there are important differences of attitude and perception between Indians and Brazilians which one must take into account whenever developing marketing campaigns aimed at these countries.