Female Bareness in Print Advertisements: Do Religiosity and Gender Matter?

Nour El Houda Ben Amor, Mohamed Skander Ghachem, Karim Garrouch, Mohamed Nabil Mzoughi

Abstract


This paper studies Tunisian respondents' reactions to female bareness according to their gender and their level of religiosity. The purpose of the study is to construct a model describing the effect of the provocation, through female bareness, on viewer’s reactions. The investigation is conducted in Tunisia. The results emphasize the moderating role of the gender and the positive impact of religiosity on negative emotions during an exposure to female bareness. The theoretical contributions of this research involve the mediating effect of the emotions; the survey shows that negative emotions play a mediator role in the persuasive processes.


Full Text: PDF DOI: 10.5539/ijms.v6n3p97

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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