Abstract
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.
Full Text 
Sign-in/Register to access full text options
Sign-in/Register to access full text options 
Published version (
Free)
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
