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Consumer perception of taboo in ads

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  • Sabri, Ouidade
  • Obermiller, Carl

Abstract

Practitioners frequently use taboo themes in ads but the subject of taboo has received little attention in advertising research. This article proposes a new conceptualization and measure of consumer perception of taboo in advertising. Using the new measure, an empirical study reveals that – for a general audience – the use of sexual taboo and death taboo themes in ads produces a more negative brand attitude and triggers social normative pressure that reduces intention to purchase the advertised product.

Suggested Citation

  • Sabri, Ouidade & Obermiller, Carl, 2012. "Consumer perception of taboo in ads," Journal of Business Research, Elsevier, vol. 65(6), pages 869-873.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:6:p:869-873
    DOI: 10.1016/j.jbusres.2011.01.009
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    References listed on IDEAS

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    1. Dahl, Darren W. & Frankenberger, Kristina D. & Manchanda, Rajesh V., 2003. "Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 268-280, September.
    2. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. "The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 325-343, December.
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    2. Myers, Susan D. & Deitz, George D. & Huhmann, Bruce A. & Jha, Subhash & Tatara, Jennifer H., 2020. "An eye-tracking study of attention to brand-identifying content and recall of taboo advertising," Journal of Business Research, Elsevier, vol. 111(C), pages 176-186.
    3. Audrey Hanan & Jean-Louis Moulins & Audrey Portes, 2020. ""Blood Is Not Blue!" When A Transgressive Ad Allows Online Adhesion ["Non Le Sang N'Est Pas Bleu !" Quand Une Publicité Transgressive Permet L'Adhésion En Ligne]," Post-Print hal-02930884, HAL.
    4. Katarzyna Bachnik & Robert Nowacki, 2018. "How to Build Consumer Trust: Socially Responsible or Controversial Advertising," Sustainability, MDPI, vol. 10(7), pages 1-21, June.
    5. Gebreselassie, Andinet Worku, 2019. "On communicating about taboo social issues in least developed countries : The case of Ethiopia," Other publications TiSEM bb35ee74-fdd7-4220-af92-5, Tilburg University, School of Economics and Management.
    6. Selma Kadić-Maglajlić & Maja Arslanagić-Kalajdžić & Milena Micevski & Nina Michaelidou & Ekaterina Nemkova, 2017. "Controversial Advert Perceptions in SNS Advertising: The Role of Ethical Judgement and Religious Commitment," Journal of Business Ethics, Springer, vol. 141(2), pages 249-265, March.
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    9. Ouidade Sabri, 2017. "Does Viral Communication Context Increase the Harmfulness of Controversial Taboo Advertising?," Journal of Business Ethics, Springer, vol. 141(2), pages 235-247, March.
    10. Efrat, Kalanit & Souchon, Anne L. & Dickenson, Peter & Nemkova, Ekaterina, 2021. "Chutzpadik advertising and its effectiveness: Four studies of agencies and audiences," Journal of Business Research, Elsevier, vol. 137(C), pages 601-613.
    11. Kamil Luczaj, 2015. "Evolutionary Aesthetics and Print Advertising," SAGE Open, , vol. 5(2), pages 21582440155, June.
    12. Theodorakis, Ioannis G. & Painesis, Grigorios, 2022. "Ad eroticism from a psychological distance perspective: Investigating its effects in light of consumers’ sex, ethical judgments, and moral attentiveness," Journal of Business Research, Elsevier, vol. 142(C), pages 524-539.
    13. Karim BEN YAHIA & Soukeina TOUITI & Mourad TOUZANI, 2016. "Cultural congruency and shocking buzz campaigns: contrasting the opinions of professionals and consumers," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(3), pages 20-33.
    14. Lee, Michael S.W. & Septianto, Felix & Frethey-Bentham, Catherine & Gao, Esther, 2020. "Condoms and bananas: Shock advertising explained through congruence theory," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    15. Julia Henriksen & Malin Hornebrant & Adele Berndt, 2022. "Online casinos: advertising and avoidance among Generation Y consumers in Sweden," SN Business & Economics, Springer, vol. 2(1), pages 1-22, January.

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