The influence of deviant advertisements on customer responses: The role of cultural tightness in emerging and developed economies
Udo Wagner,
Sandra Pauser,
Ulun Akturan
Abstract:Capturing and gaining customers' attention is key to the success of any business. Deviant advertising, including atypical marketing activities that diverge from a social norm, can either be acknowledged due to its attention‐generating character, or is—more often—deemed inappropriate and results in unfavorable consumer responses. This paper reinforces that, in general, ads with deviant content (e.g., the depiction of violence) are evaluated worse as compared to ads portraying nondeviant content. In particular, … Show more
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