Cette recherche valide à l'aide d'une expérimentation l'impact positif joué par la nudité en publicité sur l'attention portée à l'annonce, lorsqu'il s'agit d'un mannequin de sexe opposé au répondant. Il est également démontré que l'accroissement d'attention généré se répercute sur la mémorisation du nom de marque. Le processus de mémorisation mis à jour est avant tout émotionnel et souligne l'importance pour un annonceur d'avoir recours à une nudité ne suscitant pas de rejet.
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