The Communication Effects of Provocation in Print Advertising

Abstract

The objective of this study is twofold: (1) to draw up a scale for the measurement of the construct ‘provocation’, and (2) to study the communication effects of provocation in print advertisements. On the basis of an initial set of eighty‐nine print advertisements, a fifteen‐item internally consistent provocation scale is constructed. A set of twenty provocative and non‐provocative stimuli is extensively tested with a group of 170 respondents. Provocation seems to be a phenomenon which, overall, occurs to the same extent in all consumer segments. Provocation leads to less product category and brand name recognition and to a more negative attitude towards the advertisement (Aad), although it does not seem to affect the attitude towards the brand (Ab) nor the intention to buy the product. Negative attitudes towards the advertisements are not carried over into negative attitudes towards the brands, which can also be inferred from the weak correlation between Aad and Ab.