@incollection{,
	
					
					
					B526498455E912991DEE993B88667B9F
				,
	author={{P.Shanthi} and {S.Thiyagarajan}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}1341118
}

@incollection{b0,
	
	
		,
	title={{Nature and operation of attitudes}}
		,
	author={{
			IAjzen
		}}
	
	
		,
	journal={{Annual Review of Psychology}}
		
			52
			
			,
	year={2001}
		
	

}

@book{b1,
	
	
		,
	title={{Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research}}
		,
	author={{
			IAjzen
		} and {
			MFishbein
		}}
		
		
			,
	year={1975}
			,
	publisher={Addison-Wesley}
			,
	address={Reading, MA}
		
	

}

@incollection{b2,
	
	
		,
	title={{A New Look at the Statistical Model Identification}}
		,
	author={{
			HAkaike
		}}
	
	
		,
	journal={{IEE Transactions on Automatic Control}}
		
			19
			6
			
			,
	year={1974}
		
	

}

@incollection{b3,
	
	
		,
	title={{Do nudes in ads enhance brand recalls}}
		,
	author={{
			MWAlexander
		} and {
			BBJudd
		}}
		
	
	
		,
	journal={{Journal of Advertising Research}}
		
			18
			1
			
			,
	year={1978}
		
	

}

@incollection{b4,
	
	
		,
	title={{Attitude organization the attitude -behavior relationship}}
		,
	author={{
			RPBagozzi
		} and {
			REBurnkrant
		}}
		
	
	
		,
	journal={{Journal of Personality Social Psychology}}
		
			37
			6
			
			,
	year={1979}
		
	

}

@incollection{b5,
	
	
		,
	title={{Attitudes, intentions, behavior: A test of some key hypotheses}}
		,
	author={{
			RPBagozzi
		}}
	
	
		,
	journal={{Journal of Personality Social Psychology}}
		
			41
			4
			
			,
	year={1981}
		
	

}

@incollection{b6,
	
	
		,
	title={{The Relevance-Accessability Model of Advertising Effectiveness}}
		,
	author={{
			WEBaker
		} and {
			RJLutz
		}}
		
	
	
		,
	booktitle={{Nonverbal communication in advertising}}
				,
	editor={
			SidHecker
			&Dave
			WStewart
		}
		Lexington, MA
		
			,
	publisher={Lexington Books}
			,
	year={1988}
			
		
	

}

@incollection{b7,
	
	
		,
	title={{Consumer Concern, Knowledge, Belief, and Attitude toward Renewable Energy: An Application of the Theory of Reasoned Action}}
		,
	author={{
			HBang
		} and {
			AEEllinger
		} and {
			JHadjimarcou
		} and {
			PATraichal
		}}
		
		
		
	
	
		,
	journal={{Psychology and Marketing}}
		
			17
			6
			
			,
	year={2000}
		
	

}

@book{b8,
	
	
		,
	author={{
			PBarrett
		}}
		,
	title={{Structural Equation Modelling: Adjudging Model Fit. Personality Individual Differences}}
				
			,
	year={2007}
			42
			
		
	

}

@incollection{b9,
	
	
		,
	title={{Affective responses mediating acceptance of advertising}}
		,
	author={{
			RBatra
		} and {
			MLRay
		}}
		
		10.1086/209063
		
	
	
		,
	journal={{Journal of Consumer Research}}
		
			13
			2
			
			,
	year={1986}
		
	

}

@incollection{b10,
	
	
		,
	title={{The communication effects of controversial sexual content in television programs commercials}}
		,
	author={{
			DCBello
		} and {
			MJEtzel
		} and {
			REPits
		}}
		
		
	
	
		,
	journal={{Journal of Advertising}}
		
			3
			12
			
			,
	year={1983}
		
	

}

@incollection{b11,
	
	
		,
	title={{Comparative Fit Indexes in Structural Models}}
		,
	author={{
			PMBentler
		}}
	
	
		,
	journal={{Psychological Bulletin}}
		
			107
			2
			
			,
	year={1990}
		
	

}

@book{b12,
	
	
		,
	title={{ITC Slams Vodafone ads following complaints about sexual content, Marketing Week}}
		,
	author={{
			DBrown
		}}
		
			,
	year={2002}
			19
			10
		
	

}

@incollection{b13,
	
	
		,
	title={{Antecedents Consequences of Attitude toward the Ad: A Meta-analysis}}
		,
	author={{
			StephenPBrown
		} and {
			MDouglas
		} and {
			Stayman
		}}
		
		
		
	
	
		,
	journal={{Journal of Consumer Research}}
		
			19
			1
			
			,
	year={1992}
		
	

}

@book{b14,
	
	
		,
	title={{Available at: www.people.virginia.edu/jab4bx/assignments/PaperIII.html (accessed 15}}
		,
	author={{
			JBumler
		}}
		
			,
	year={1999. April, 2004}
		
	
	,
	note={Sex appeal in advertising}

}

@book{b15,
	
	
		,
	title={{Structural Equation Modeling with LISREL, PRELISSIMPLIS: Basic Concepts, Applications Programming}}
		,
	author={{
			BMByrne
		}}
		
			,
	year={1998}
			,
	publisher={Lawrence Erlbaum Associates}
			,
	address={Mahwah, New Jersey}
		
	

}

@incollection{b16,
	
	
		,
	title={{The Impact of Normative Influence and Locus of Control on Ethical Judgments and Intentions: A Cross-Cultural Comparison}}
		,
	author={{
			JCherry
		}}
		10.1007/s-10551-006-9043-3
	
	
		,
	journal={{Journal of Business Ethics}}
		
			68
			2
			
			,
	year={2006}
		
	

}

@incollection{b17,
	
	
		,
	title={{The 'decorative' female model: Sexual stimuli the recognition of advertisements}}
		,
	author={{
			RWChestnut
		} and {
			CCLachance
		} and {
			ALubitz
		}}
		
		
	
	
		,
	journal={{Journal of Advertising}}
		
			6
			
			,
	year={1977}
		
	

}

@incollection{b18,
	
	
		,
	title={{Ethical attitude behaviors regarding computer use}}
		,
	author={{
			LChiang
		} and {
			BLee
		}}
		
		10.1080/10508422.-2011.622181
	
	
		,
	journal={{Ethics & Behavior}}
		
			21
			6
			
			,
	year={2011}
		
	

}

@book{b19,
	
	
		,
	title={{Sex stereotyping in advertising}}
		,
	author={{
			AECourtney
		} and {
			TWWhipple
		}}
		
		
			,
	year={1983}
			,
	publisher={D. C. Heath Co}
			,
	address={Lexington, MA}
		
	

}

@incollection{b20,
	
	
		,
	title={{Reactions to different types of ads in Belgium and Poland}}
		,
	author={{
			PDe Pelsmacker
		} and {
			MGeuens
		}}
		
	
	
		,
	journal={{International Marketing Review}}
		
			15
			4
			
			,
	year={1998}
		
	

}

@book{b21,
	
	
		,
	title={{Introducing LISREL}}
		,
	author={{
			ADiamantopoulos
		} and {
			JASiguaw
		}}
		
		
			,
	year={2000}
			,
	publisher={Sage Publications}
			,
	address={London}
		
	

}

@incollection{b22,
	
	
		,
	title={{Consumer Attitudes towards Nudity in Advertisements}}
		,
	author={{
			SCDudley
		}}
	
	
		,
	journal={{Journal of marketing theory practice}}
		
			79
			4
			
			,
	year={1999}
		
	

}

@book{b23,
	
	
		,
	title={{Attitude structure and function}}
		,
	author={{
			AHEagly
		} and {
			SChaiken
		}}
		
		,
	editor={D. T. Gilbert, S. T. Fiske, & G}
		
			,
	year={1998}
		
	

}

@book{b24,
	
	
		,
	author={{
			Lindzey
		}}
		,
	title={{The handbook of social psychology}}
				New York, US
		
			,
	publisher={McGraw-Hill}
			
		
	
	,
	note={4th ed.}

}

@book{b25,
	
	
		,
	title={{Publicite´ et sexe: Enjeux psychologiques, culturels et e´thiques [Sex advertising: Psychological, cultural, ethical challenges}}
		,
	author={{
			WEndres
		} and {
			CHug
		}}
		
		
		
			,
	year={2004}
		
	

}

@incollection{b26,
	
	
		,
	title={{Effects of Sample Size}}
		,
	author={{
			XFan
		} and {
			BThompson
		} and {
			LWang
		}}
		
		
		doi: 10.1080/- 10705519909540119
	
	
		,
	journal={{Estimation Methods, Model Specification on Structural Equation Modeling Fit Indexes. Structural Equation Modeling: Multidisciplinary Journal}}
		
			6
			1
			
			,
	year={1999}
		
	

}

@incollection{b27,
	
	
		,
	title={{Sex differences in response to erotica? Love versus lust}}
		,
	author={{
			WAFisher
		} and {
			DByrne
		}}
		
	
	
		,
	journal={{Journal of personality social psychology}}
		
			36
			
			,
	year={1978}
		
	

}

@incollection{b28,
	
	
		,
	title={{Developing a framework for ethically questionable behavior in consumption}}
		,
	author={{
			KFukukawa
		}}
		10.1023/A:1021354323586
	
	
		,
	journal={{Journal of Business Ethics}}
		
			41
			1-2
			
			,
	year={2002}
		
	

}

@incollection{b29,
	
	
		,
	title={{Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set?}}
		,
	author={{
			MerylGardner
		} and {
			Paula
		}}
		
	
	
		,
	journal={{Journal of Marketing Research}}
		
			22
			2
			
			,
	year={1985}
		
	

}

@incollection{b30,
	
	
		,
	title={{The effects of print advertising's use of sexual themes on brand recall purchase intention: A product specific investigation of male responses'}}
		,
	author={{
			WFGrazer
		} and {
			GKeesling
		}}
		
	
	
		,
	journal={{Journal of Applied Business Research}}
		
			11
			3
			
			,
	year={1995}
		
	

}

@incollection{b31,
	
	
		,
	title={{The Mediating Role of Attitude toward the Ad: Some Additional Evidence}}
		,
	author={{
			PamelaMHomer
		}}
	
	
		,
	journal={{Journal of Marketing Research}}
		
			27
			1
			
			,
	year={1990}
		
	

}

@book{b32,
	
	
		,
	author={{
			JFHair
		} and {
			WCBlack
		} and {
			BBabin
		} and {
			REAnderson
		} and {
			RTaltham
		}}
		
		
		
		
		,
	title={{Multivariate Data Analysis}}
				Upper Saddle River, New Jersey
		
			,
	publisher={Prentice Hall}
			,
	year={2009}
		
	
	,
	note={7th ed.}

}

@incollection{b33,
	
	
		,
	title={{The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun}}
		,
	author={{
			MBHolbrook
		} and {
			ECHirschman
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		,
	journal={{Journal of Consumer Research}}
		
			9
			
			,
	year={1982}
		
	

}

@incollection{b34,
	
	
		,
	title={{Structural Equation Modelling: Guidelines for Determining Model Fit}}
		,
	author={{
			DHooper
		} and {
			JCoughlan
		} and {
			MRMullen
		}}
		
		
	
	
		,
	booktitle={{Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives}}
				,
	editor={
			LTHu
			PMBentler
		}
		
			,
	year={2008. 1999}
			6
			
		
	

}

@incollection{b35,
	
	
		,
	title={{}}
		10.1080/10705519909540118
	
	
		,
	journal={{Structural Equation Modeling}}
		
			6
			1
			
		
	

}

@incollection{b36,
	
	
		,
	title={{The Impact of Normative Influence Locus of Control on Ethical Judgments Intentions: a Cross-Cultural Comparison}}
		,
	author={{
			CJohn
		}}
		10.1007/s10551-006-9043-3
	
	
		,
	journal={{Journal of Business Ethics}}
		
			68
			2
			
			,
	year={2006}
		
	

}

@incollection{b37,
	
	
		,
	title={{On the reduced effectiveness of some sexually suggestive advertisement}}
		,
	author={{
			BBJudd
		} and {
			MWAlexander
		}}
		
	
	
		,
	journal={{Journal of the Academy of Marketing Science}}
		
			11
			2
			
			,
	year={1983}
		
	

}

@incollection{b38,
	
	
		,
	title={{Ethical judgments of sexual appeal in print advertising}}
		,
	author={{
			LaTour
		} and {
			MSHenthorne
		} and {
			TL
		}}
		
		
	
	
		,
	journal={{Journal of advertising}}
		
			23
			3
			
			,
	year={1994}
		
	

}

@incollection{b39,
	
	
		,
	title={{Female nudity, Arousal Ad Response: An experimental investigation}}
		,
	author={{
			LaTour
		} and {
			MSPitts
		} and {
			RESnook-Luther
		} and {
			DC
		}}
		
		
		
	
	
		,
	journal={{Journal of Advertising}}
		
			19
			
			,
	year={1990}
		
	

}

@incollection{b40,
	
	
		,
	title={{Attitude toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences}}
		,
	author={{
			RJLutz
		} and {
			SBMackenzie
		} and {
			GEBelch
		}}
		
		
	
	
		,
	booktitle={{Advances in Consumer Research}}
				,
	editor={
			RPBagozzi
			AMTybout
		}
		Ann Arbor: MI
		
			,
	year={1983}
			10
			
		
	

}

@incollection{b41,
	
	
		,
	title={{Power Analysis Determination of Sample Size for Covariance Structure Modeling}}
		,
	author={{
			RCMaccallum
		} and {
			MWBrowne
		} and {
			HMSugawara
		}}
		
		
	
	
		,
	journal={{Psychological Methods}}
		
			1
			2
			
			,
	year={1996}
		
	

}

@incollection{b42,
	
	
		,
	title={{An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context}}
		,
	author={{
			SBMackenzie
		} and {
			RJLutz
		}}
		
	
	
		,
	journal={{Journal of Marketing}}
		
			53
			
			,
	year={1989}
		
	

}

@incollection{b43,
	
	
		,
	title={{The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations}}
		,
	author={{
			SBMackenzie
		} and {
			RJLutz
		} and {
			GEBelch
		}}
		
		
	
	
		,
	journal={{Journal of marketing research}}
		
			23
			2
			
			,
	year={1986}
		
	

}

@incollection{b44,
	
	
		,
	title={{Are sex and death taboos in advertising? An analysis of taboos in advertising and a survey of French consumer perceptions}}
		,
	author={{
			DManceau
		} and {
			ETissier-Desbordes
		}}
		
	
	
		,
	journal={{International Journal of Advertising}}
		
			25
			1
			
			,
	year={2006}
		
	

}

@incollection{b45,
	
	
		,
	title={{Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude}}
		,
	author={{
			AAMitchell
		} and {
			JCOlson
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		,
	journal={{Journal of Marketing Research}}
		
			19
			
			,
	year={1981}
		
	

}

@book{b46,
	
	
		,
	title={{Men'sWomen's responses to sex role portrayals in advertisements}}
		,
	author={{
			UROrth
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			DHolancova
		}}
		
		
			,
	year={2004}
		
	

}

@incollection{b47,
	
	
		,
	author={{
			WDHoyer
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			DJMacinnis
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		,
	booktitle={{Consumer Behaviour}}
				Boston
		
			,
	year={2001}
			21
			
		
	
	,
	note={2nd ed.}

}

@incollection{b48,
	
	
		,
	title={{Consumers' evaluative structures in two ethical situations: A means-end approach}}
		,
	author={{
			R EPitts
		} and {
			JKWong
		} and {
			DJWhalen
		}}
		
		
	
	
		,
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			22
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	year={1991}
		
	

}

@incollection{b49,
	
	
		,
	title={{Consumer responses toward sexualnonsexual appeals: The influence of involvement, need for cognition (NFC), gender}}
		,
	author={{
			SPutrevu
		}}
	
	
		,
	journal={{Journal of Advertising}}
		
			37
			2
			
			,
	year={2008}
		
	

}

@incollection{b50,
	
	
		,
	title={{The effect of sexual information on ad brand processing recall}}
		,
	author={{
			TReichert
		} and {
			EAlvaro
		}}
		
	
	
		,
	journal={{Southwestern Mass communication Journal}}
		
			17
			1
			
			,
	year={2001}
		
	

}

@incollection{b51,
	
	
		,
	title={{The effects of sexual social marketing appeals on cognitive processing persuasion}}
		,
	author={{
			TReichert
		} and {
			SEHeckler
		} and {
			SJackson
		}}
		
		
	
	
		,
	journal={{Journal of Advertising}}
		
			30
			1
			
			,
	year={2001}
		
	

}

@incollection{b52,
	
	
		,
	title={{Decorative models the relationship of magazine ads}}
		,
	author={{
			LNReid
		} and {
			LCSoley
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		,
	journal={{Journal of advertising Research}}
		
			23
			2
			
			,
	year={1983}
		
	

}

@incollection{b53,
	
	
		,
	title={{Ethical judgments about wartime ads debiting combat}}
		,
	author={{
			TRichard
		} and {
			MRHyman
		} and {
			GBrown
		}}
		
		
	
	
		,
	journal={{Journal of Advertising}}
		
			21
			3
			
			,
	year={1992}
		
	

}

@book{b54,
	
	
		,
	author={{
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	title={{Sex in Advertising}}
				Singapore
		
			,
	publisher={BT Batsford Ltd}
			,
	year={1996}
		
	

}

@incollection{b55,
	
	
		,
	title={{Edouard Manet, Calvin Klein the strategic use of scandal}}
		,
	author={{
			JESchroeder
		}}
	
	
		,
	booktitle={{Imagining marketing: Art, aesthetics the avant-garde}}
				,
	editor={
			SBrown & A. Patterson
			A
		}
		London
		
			,
	publisher={Routledge}
			,
	year={2000}
			
		
	

}

@incollection{b56,
	
	
		,
	title={{The effects of sexual non-sexual advertising appeals information level on cognitive processing communication effectiveness}}
		,
	author={{
			JSevern
		} and {
			GEBelch
		} and {
			MABelch
		}}
		
		
	
	
		,
	journal={{Journal of Advertising}}
		
			19
			1
			
			,
	year={1990}
		
	

}

@incollection{b57,
	
	
		,
	title={{Attitude toward the Ad as a Mediator or Consumer Brand Choice}}
		,
	author={{
			TAShimp
		}}
	
	
		,
	journal={{Journal of Advertising}}
		
			10
			2
			
			,
	year={1981}
		
	

}

@incollection{b58,
	
	
		,
	title={{Male nudity in advertisements: A modified replication extension of gender product effect}}
		,
	author={{
			PSimpson
		} and {
			SHorton
		} and {
			GBrown
		}}
		
		
	
	
		,
	journal={{Journal of the academy of marketing sciences}}
		
			24
			
			,
	year={1996}
		
	

}

@incollection{b59,
	
	
		,
	title={{Understanding responses to sex appeals in advertising: An individual difference approach}}
		,
	author={{
			SMSmith
		} and {
			CPHaugtvedt
		} and {
			JMJadrich
		} and {
			MRAnton
		}}
		
		
		
	
	
		,
	booktitle={{Advances in Consumer Research}}
				,
	editor={
			FKardes
			& MSujan
		}
		
			,
	year={1995}
			22
			
		
	

}

@book{b60,
	
	
		,
	title={{Taking it off: are models in magazine ads wearing less?}}
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	author={{
			LSoley
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			LReid
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			,
	year={1988}
			,
	publisher={Journalism and Mass Communication Quarterly}
			65
			
		
	

}

@incollection{b61,
	
	
		,
	title={{How Sexy Illustration affect Brand Recall}}
		,
	author={{
			MSteadman
		}}
	
	
		,
	journal={{Journal of Advertising}}
		
			9
			1
			
			,
	year={1969}
		
	

}

@incollection{b62,
	
	
		,
	title={{Understanding the limitations of global fit assessment in structural equation modeling}}
		,
	author={{
			JHSteiger
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		,
	journal={{Personality Individual Differences}}
		
			42
			5
			
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	year={2007}
		
	

}

@incollection{b63,
	
	
		,
	title={{Analysis of the impact of executional factors on advertising performance}}
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	author={{
			DWStewart
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			DHFurse
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		,
	journal={{Journal of Advertising Research}}
		
			40
			6
			
			,
	year={2000}
		
	

}

@incollection{b64,
	
	
		,
	title={{Advertising ethics: The use of sexual appeal in Chinese advertising}}
		,
	author={{
			HCTai
		} and {
			Susan
		}}
		
	
	
		,
	journal={{Teaching Business Ethics}}
		
			3
			1
			
			,
	year={1999}
		
	

}

@incollection{b65,
	
	
		,
	title={{Ethical Judgments about Wartime Ads Depicting Combat}}
		,
	author={{
			RTansey
		} and {
			MHyman
		} and {
			GBrown
		}}
		
		
	
	
		,
	journal={{Journal of Advertising}}
		
			21
			3
			
			,
	year={1992}
		
	

}

@book{b66,
	
	
		,
	title={{Influence of Appeal, Attitude and Ethical Judgment on Purchase Intention}}
		,
	author={{
			SThiyagarajan
		} and {
			PShanthi
		}}
		
		
			,
	year={2011}
			,
	publisher={PR Communication Age}
			14
			
		
	

}

@incollection{b67,
	
	
		,
	title={{Viewer's perception of TV Ads: The Role of Sex Appeal}}
		,
	author={{
			SThiyagarajan
		} and {
			PShanthi
		} and {
			GNaresh
		}}
		
		
	
	
		,
	journal={{Psychology Research}}
		
			2
			8
			
			,
	year={2012}
		
	

}

@incollection{b68,
	
	
		,
	title={{Ethical judgment of political television commercials as predictors of attitude toward the ad}}
		,
	author={{
			SFTinkham
		} and {
			RAWeaver-Lariscy
		}}
		
	
	
		,
	journal={{Journal of advertising}}
		
			13
			3
			
			,
	year={1994}
		
	

}

@incollection{b69,
	
	
		,
	title={{Consumer Ethics: an Investigation of the Ethical Beliefs of the Elderly Consumers}}
		,
	author={{
			SJVitell
		} and {
			JRLumpkin
		} and {
			MY ARawwas
		}}
		
		
	
	
		,
	journal={{Journal of Business Ethics}}
		
			6
			
			,
	year={1991}
		
	

}

@book{b70,
	
	
		,
	title={{A longitudinal study of the effects of erotic content upon advertising brand recall}}
		,
	author={{
			RBWeller
		} and {
			CBRoberts
		} and {
			CNewhaus
		}}
		
		
		,
	editor={J. H. Leigh & C. R}
		
			,
	year={1979}
		
	

}

@incollection{b71,
	
	
		,
	title={{}}
		,
	author={{
			Martin
		}}
	
	
		,
	journal={{Current issues research in advertising}}
		
			1
			
		
		
			University of Michigan
		
	

}

@incollection{b72,
	
	
		,
	title={{Affective and Cognitive Factors in Preferences}}
		,
	author={{
			RBZajonc
		} and {
			HMarkus
		}}
		
	
	
		,
	journal={{Journal of Consumer Research}}
		
			9
			
			,
	year={1982}
		
	

}