Wan, Wendy W N; Luk, Chung-Leung; Chow, Cheris W C - In: Journal of International Business Studies 45 (2014) 6, pp. 751-782
Drawing on insights from evolutionary psychology and sociology, this research seeks to explain the gender differences and within-sex variations in consumer responses to nudity in advertisements. Specifically, we argue that the abundant resources that come with modernization emancipate women from...