Advanced Search
MyIDEAS: Login to save this article or follow this journal

Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students

Contents:

Author Info

  • DAHL, DARREN W.
  • FRANKENBERGER, KRISTINA D.
  • MANCHANDA, RAJESH V.
Registered author(s):

    Abstract

    Although the use of shocking content in advertising appeals has been widely adopted, the effectiveness of such communication strategies has not been empirically investigated. In two laboratory studies, conducted in the context of HIV AIDS prevention, we examine the effectiveness of shock advertising in comparison to the commonly used appeals of fear and information. Our findings suggest that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior among a group of university students.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://journals.cambridge.org/abstract_S0021849903030332
    File Function: link to article abstract page
    Download Restriction: no

    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 43 (2003)
    Issue (Month): 03 (September)
    Pages: 268-280

    as in new window
    Handle: RePEc:cup:jadres:v:43:y:2003:i:03:p:268-280_03

    Contact details of provider:
    Postal: The Edinburgh Building, Shaftesbury Road, Cambridge CB2 2RU UK
    Fax: +44 (0)1223 325150
    Web page: http://journals.cambridge.org/jid_JARProvider-Email:journals@cambridge.org

    Related research

    Keywords:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as in new window

    Cited by:
    1. Giebelhausen, Michael & Novak, Thomas P., 2012. "Web advertising: Sexual content on eBay," Journal of Business Research, Elsevier, vol. 65(6), pages 840-842.
    2. Hartmann, Patrick & Apaolaza, Vanessa & D'Souza, Clare & Echebarria, Carmen & Barrutia, Jose M., 2013. "Nuclear power threats, public opposition and green electricity adoption: Effects of threat belief appraisal and fear arousal," Energy Policy, Elsevier, vol. 62(C), pages 1366-1376.
    3. Sabri, Ouidade, 2006. "Vers une meilleure compréhension des réactions du récepteur face aux annonces publicitaires « taboues ». Une étude exploratoire menée dans deux contextes culturels : marocain et français," Economics Papers from University Paris Dauphine 123456789/4232, Paris Dauphine University.
    4. Sabri, Ouidade & Obermiller, Carl, 2012. "Consumer perception of taboo in ads," Journal of Business Research, Elsevier, vol. 65(6), pages 869-873.

    Lists

    This item is featured on the following reading lists or Wikipedia pages:
    1. Shock value in Wikipedia English ne '')
    2. Shock advertising in Wikipedia English ne '')

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:cup:jadres:v:43:y:2003:i:03:p:268-280_03. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Keith Waters).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.