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Fundamentals of Marketing Student Resources is no longer available and it was replaced by Fundamentals of Marketing 2e.
Research Insight 9.2
Research Insight 9.2
Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.
Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.
Source: Dahl, D.W., Frankenberger, K.D. and 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), 268–81.
Abstract: Although the use of shocking content in advertising appeals has been widely adopted, the effectiveness of such communication strategies has not been empirically investigated. In two laboratory studies, conducted in the context of HIV/AIDS prevention, we examine the effectiveness of shock advertising in comparison to the commonly used appeals of fear and information. Our findings suggest that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behaviour among a group of university students.
Insight: This classic paper examines the effectiveness of shock advertising in comparison to fear and information appeals. They find that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behaviour. The literature review and consideration of different types of appeal is helpful.