THE IMPACT OF SHOCKING ADVERTISING TO CONSUMER BUYING BEHAVIOR

  • Regina Virvilaite Kaunas University of Technology, Department of Marketing
  • Migle Matuleviciene Kaunas University of Technology, Department of Marketing
Keywords: shocking advertising, consumer buying behavior, consumer perception of shocking advertising, socio-demographic factors, cultural-social factors

Abstract

This paper investigates the impact of shocking advertising to consumer buying behavior. Scientists proved that shock tactics in advertising influences consumer buying behavior. The paper analyses the main components of shocking advertising, which cause positive or negative  attitude to shocking advertising, influencing consumer buying behavior. Theoretical research studies confirmed that positive or negative consumer attitudes to shocking advertising is influenced by socio-demographic and cultural-social factors - religiosity, moral principles, age, gender, individualism-collectivism, high-low context language. Developed theoretical model of the link among the socio-demographic and cultural-social factors, consumer perception of shocking advertising and consumer buying behavior, which can be used for further practical studies.

DOI: http://dx.doi.org/10.5755/j01.em.18.1.3643

Published
2013-06-12
Section
Contemporary Marketing