Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students

Dahl, D. W., Frankenberger, K. D., & Manchanda, R. V. (2003). Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students. Journal of Advertising Research, 43(3), 268-280.

Type

Journal article

Intellectual base

Primary research

Year

2003

DOI

10.1017/s0021849903030320

Link

https://doi.org/10.1017/S0021849903030320

Cited from

organizational_management

Cited by

1 citation across 1 artifact.

Each citation links to the sentence it supports in the citing article.

Primes

• Streisand Effect
  • And as an inverse case, marketers exploit the structure deliberately, manufacturing a "banned" book or "censored" advertisement to attract attention.

    This sourceShows that deliberately norm-violating ('shock') content captures attention and boosts recall and engagement, supporting the inverse case where marketers manufacture a 'banned'/'censored' framing to attract attention.

Verification

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Registry ID ref:eec01d615e23 · see in the full table