Does It Pay to shock?
Reactions to shocking and nonshocking advertising content among university students
Darren W. DahlUniversity of British ColumbiaKristina D. Frankenberger Western Oregon UniversityRajesh V. Manchandra University of Manitoba
In an age when consumers are exposed to an estimated 3,000 advertisements per day (Lasn, 1999), what does it take to get an advertisement noticed? For many advertisers, the answer is shock. Although opinions vary on whether shock is a legitimate creative technique (Shannon, 1995; Van Munching, 1998) or a gratuitous attention-grabbing gimmick (Horovitz, 1992; Van Munching,...