The effects of perceived offensive advertising on consumer buying behaviour in South Africa

Abstract

This paper aims to examine the effects of offensive advertisements on consumer behaviour in South Africa by analysing the individual characteristics and attitude of consumers towards such advertising. This study aims to articulate the relationship between offensive advertising and consumer behaviour, and the nature of consumers and how they respond to the advertisements differently; and how the brand is affected. Using gender, self-construal, hedonic and utilitarian attitudinal appeal, the paper hypothesizes that South African consumers will be less accepting of offensive advertising. It also compares how attitudes towards offensive advertising influence the intention to purchase the advertised brand. A survey of 194 respondents was conducted in November 2019. A questionnaire with three print advertising containing a neutral, sexual reference and religious offense advert were printed and distributed online. Findings on consumers’ attitudes towards offensive advertising were varied. Results show that the levels of offensiveness differ according to gender and self-construal. The results also found that consumers attitude towards offensive advertisements has a significant impact on consumers’ intention to purchase the advertised product and the advertised brand. Consumer responses for this study were derived from South African consumers only. This study provides useful insights on current marketing strategies used by organisations and useful advice to marketers who wish to make use of offensive advertisements and the possible risks involved.