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

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dc.citation.doi10.5901/mjss.2014.v5n21p203en_ZA
dc.citation.epage214en_ZA
dc.citation.issue21en_ZA
dc.citation.spage203en_ZA
dc.contributor.authorUrwin, B
dc.contributor.authorVenter, M
dc.date.accessioned2018-07-24T12:06:31Z
dc.date.available2018-07-24T12:06:31Z
dc.date.issued2014
dc.description.abstractIn 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.description.librarianKIM2018en_ZA
dc.identifier.citationUrwin, B., & Venter, M. (2014). Shock advertising: Not so shocking anymore. An investigation among Generation Y. Mediterranean Journal of Social Sciences, 5(21), 203-214en_ZA
dc.identifier.issn2039-2117
dc.identifier.urihttps://hdl.handle.net/10539/25169
dc.journal.titleMediterranean Journal of Social Sciencesen_ZA
dc.journal.volumeVol 5en_ZA
dc.language.isoenen_ZA
dc.rightsCopyright © MCSER-Mediterranean Center of Social and Educational Researchen_ZA
dc.subjectShock advertisingen_ZA
dc.subjectMemory recallen_ZA
dc.subjectNorm violationen_ZA
dc.subjectType of shocken_ZA
dc.titleShock advertising: Not so shocking anymore. An investigation among Generation Yen_ZA
dc.typeArticleen_ZA
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