Shocking People Into Action: Does It Still Work? An Empirical Analysis of Emotional Appeals in Charity Advertising

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.

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...

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