Shocking People Into Action: Does It Still Work? An Empirical Analysis of Emotional Appeals in Charity Advertising
Antje Cockrill
University of Wales Trinity Saint David
Isobel Parsonage
S & C Electric Company
MANAGEMENT SLANT
- Shock advertising does work, but not by shocking. Surprise, compassion, and interest seemed to be the key emotions to influencing behavioral intention; the creation of shock as an emotion was largely ineffective in this research.
- Positive emotions played a dual role. Surprise, interest, and compassion were key drivers for all behavioral intentions in this research.
- Hope, happiness, and joy, however, acted as emotional deterrents and probably...