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Although the use of partially nude models in advertising has increased in recent years (Soley and Reid 1988), how such ads influence consumer judgments and reactions is unclear. A review of existing research suggests complex relationships between the use of nudity in an advertisement and several measures of advertising effectiveness. In order to begin to better understand conditions under which the persuasive effects of nudity might be enhanced or diminished, we examined the moderating role of an individual difference factor expected to predict reactions to advertising containing partially nude models-sex guilt.