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

Published online by Cambridge University Press:  24 September 2003

DARREN W. DAHL
Affiliation:
University of British Columbia, darren.dahl@sauder.ubc.ca
KRISTINA D. FRANKENBERGER
Affiliation:
Western Oregon University, frankek@wou.edu
RAJESH V. MANCHANDA
Affiliation:
University of Manitoba, raj_manchanda@umanitoba.ca
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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.

Type
3D ISSUE-STUDENTS
Copyright
© Copyright © 1960-2003, The ARF

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