Does it pay to shock? Reactions to shocking and nonshocking advertising content among university students

Although the use of shocking content in advertising appeals has been widely adopted, the effectiveness of such communication strategies has not been empirically investigated.

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...