Shock advertising: Not so shocking anymore. An investigation among Generation Y

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dc.contributor.author Urwin, B
dc.contributor.author Venter, M
dc.date.accessioned 2018-07-24T12:06:31Z
dc.date.available 2018-07-24T12:06:31Z
dc.date.issued 2014
dc.identifier.citation Urwin, B., & Venter, M. (2014). Shock advertising: Not so shocking anymore. An investigation among Generation Y. Mediterranean Journal of Social Sciences, 5(21), 203-214 en_ZA
dc.identifier.issn 2039-2117
dc.identifier.uri https://hdl.handle.net/10539/25169
dc.description.abstract In today’s society, marketers are going to extreme measures to attract consumers’ attention in an attempt to break through advertising clutter. A widely used method is shock advertising, however, the effectiveness of this method is questionable. This study aimed to explore the effectiveness of shock advertising on Generation Y consumers in today’s society. Three variables were analyzed, namely, level of shock, norm violation and memory recall, with five different types of shock (impropriety, moral offensiveness, sexual references, disgusting images and religious taboos). The moderating effects of these relationships with gender, religion and personal identity were also explored. By means of a quantitative study, 300 university students were asked to complete questionnaires. The overall findings indicated that shock advertising has become obsolete and that marketers need to implement alternative ways of ‘breaking through the clutter’. This paper provides marketers with a better understanding of the (in)effectiveness of shock advertising and proposes the importance that marketers should alternative methods to capture the attention of consumers. en_ZA
dc.language.iso en en_ZA
dc.rights Copyright © MCSER-Mediterranean Center of Social and Educational Research en_ZA
dc.subject Shock advertising en_ZA
dc.subject Memory recall en_ZA
dc.subject Norm violation en_ZA
dc.subject Type of shock en_ZA
dc.title Shock advertising: Not so shocking anymore. An investigation among Generation Y en_ZA
dc.type Article en_ZA
dc.journal.volume Vol 5 en_ZA
dc.journal.title Mediterranean Journal of Social Sciences en_ZA
dc.description.librarian KIM2018 en_ZA
dc.citation.doi 10.5901/mjss.2014.v5n21p203 en_ZA
dc.citation.epage 214 en_ZA
dc.citation.issue 21 en_ZA
dc.citation.spage 203 en_ZA


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