The Impact of 'Shockvertising' on Consumer Behavior: Investigating Its Influence on the "Why Buy" Aspect

Abstract

Current study focused on highlighting the influence of shockvertising (Disgusting Images, Sexual References, Profanity/Obscenity, Vulgarity, Impropriety, Moral Offensiveness and Religious Taboos) on consumer behavior in its two dimensions of repurchase intention and word of mouth. Through depending on quantitative approach and utilizing a questionnaire as a tool; researcher distributed on (431) Jordanian consumers within the online social platforms due to COVID 19 lockdown and quarantine. Through SPSS, results of study indicated that shockvertising – along with its variables – plays a role in negatively influencing consumer behavior, analysis also revealed that using religious taboos as advertisement material was the most influential aspect of shockvertising as people tend to act emotionally in reference to their religion, also, results indicated that shockvertising an influence consumer behavior variables and mostly repurchase intention as a consumer is welling to boycott a brand if it presented any offending ad.

The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products

“…Generating negative feelings can influence the customer, so this information can be useful when advertising palm oil-based products. Our study proves the research of Hashem et al [73], who said that "shockvertising can severely influence consumer behavior". According to Thøgersen et al [58] and Grunert et al [60], consumers need to be convinced that their consumption decisions can change the wider environment-shockvertising could be a great method for reaching that goal.…”

“…This type of advertising addresses social issues that are often ignored by people. The goal of these adverts is to get the attention of a wider scope of audience and provoke strong reactions [72,73]. However, strong reactions can not only benefit the advertiser, as they often do more harm than benefit, so it is very important that the shocking advertisement is prepared carefully.…”

Are Customers Behaving Differently in the Post-COVID-19 Era, and How is this Affecting Worker Satisfaction?

“…Furthermore, satisfactory working conditions, small business environments, and implementing safety measures will create favorable attitudes toward one's job and show job satisfaction. These results confirmed the previous studies of [40][41][42][43][44][45][46].…”

“…Moreover, organizations are changing their working environments and implementing safety measures to promote and minimize the risk of COVID-19 infection [43]. To maintain a good working environment and protection for both workers and individuals, various organizations are taking responsibility for social distancing, avoiding gatherings, and providing hygiene, face masks, gloves, and sanitized facilities [44,45]. In addition, small businesses prevented touching surfaces such as billing counters, baskets, trolleys, shelves, and swap machines [46].…”