Abstract
This paper discusses a test of a hypothetical model of the role of perceived ethical feelings about the use of female nudity/erotic stimuli in print advertising. Specifically, the linkages between perceived ethicalness of the use of the print ad (as measured by the Reidenbach and Robin ethics scale) and attitude toward the ad, brand, and purchase intention are explored.
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Tony L. Henthorne is Director of the Institute for Service Excellence and Associate Professor of Marketing at the University of Southern Mississippi. He has published in such journals asJournal of Advertising, Psychology and Marketing, andJournal of Business Ethics.
Michael S. LaTour is Associate Professor of Marketing at Auburn University. He has published in such journals asJournal of Advertising, Journal of Health Care Marketing, Journal of Business Ethics, andJournal of Advertising Research.
The authors contributed equally to this manuscript.
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Henthorne, T.L., LaTour, M.S. A model to explore the ethics of erotic stimuli in print advertising. J Bus Ethics 14, 561–569 (1995). https://doi.org/10.1007/BF00871984
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DOI: https://doi.org/10.1007/BF00871984