Condoms and bananas: Shock advertising explained through congruence theory

Volume: 57, Pages: 102228 - 102228
Published: Nov 1, 2020
Abstract
This research examines the impact of shock advertising on consumer brand evaluations, for both socially acceptable and controversial product categories. The intervening roles of brand familiarity, perceived incongruity and disgust are also investigated. Utilizing two experiments and drawing upon congruence theory, this research offers empirical evidence to demonstrate that: (1) when familiar brands are advertised using a shock advertisement,...
Paper Details
Title
Condoms and bananas: Shock advertising explained through congruence theory
Published Date
Nov 1, 2020
Volume
57
Pages
102228 - 102228
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