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Religious sensitivity in controversial advertising: A comparative study of consumer behavior in Pakistan and Hungary

Author

Listed:
  • Ul Ain, Qurat
  • Rasool, Shahid
  • Zeshan, Muhammad
  • Chaney, Damien

Abstract

Building on Cognitive Appraisal Theory, this study examines the impact of controversial advertisements on consumer emotions and behaviors, with a particular focus on the moderating effect of religiosity. A study based on two countries, Pakistan (NÂ =Â 320) and Hungary (NÂ =Â 305), reveals that perceived controversial advertising significantly and positively predicts adverse word of mouth and ad avoidance in both countries. Customer outrage mediates these relationships, serving as an emotional mechanism that drives negative consumer outcomes. Additionally, religiosity moderates the relationship between controversial advertising and customer outrage, with higher religiosity levels intensifying negative reactions. These findings underscore the importance of emotional and cultural factors in advertising strategies. By highlighting the dual role of customer outrage and religiosity, this research contributes to the literature on controversial advertising and offers practical insights for marketers aiming to navigate the potential risks of backlash.

Suggested Citation

  • Ul Ain, Qurat & Rasool, Shahid & Zeshan, Muhammad & Chaney, Damien, 2026. "Religious sensitivity in controversial advertising: A comparative study of consumer behavior in Pakistan and Hungary," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    • Handle: RePEc:eee:joreco:v:89:y:2026:i:pa:s0969698925003704
    DOI: 10.1016/j.jretconser.2025.104591
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    References listed on IDEAS

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