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Exploring the use of shock advertising by for-profit and nonprofit organisations in China

Author

Listed:
  • Yan, Shuo

    (PhD candidate, School of Communication, Florida State University, USA)

  • Chapa, Sindy

    (Associate Professor, School of Communication, Florida State University, USA)

Abstract

This paper investigates the use of shock advertising by both for-profit and nonprofit organisations in China. Specifically, the study assesses the effectiveness of shock advertising in terms of attitude toward the advertisement (Aad), attitude toward the brand (Ab), and behavioural intention. The results indicate that Chinese consumers held more positive Ab when shock advertising was used by a nonprofit organisation rather than by a for-profit organisation, but their Ab was more positive toward non-shock ads by both of the organizations. In addition, shock advertising used by a nonprofit organisation elicited higher behavioural intention than other types of advertising/organisation combinations. No difference was found in Aad when shock advertising was used by for-profit or nonprofit organisations.

Suggested Citation

  • Yan, Shuo & Chapa, Sindy, 2020. "Exploring the use of shock advertising by for-profit and nonprofit organisations in China," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 5(1), pages 11-21, September.
    • Handle: RePEc:aza:jcms00:y:2020:v:5:i:1:p:11-21
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    More about this item

    Keywords

    shock advertising; sentiment; behavioural intention; for-profit; nonprofit; Chinese consumers;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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