Impacts of Shocking Advertising on Consumer Behaviour

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Abstract

The article is focused on the study of shock advertising impacts on consumer behavior. Such impacts are considered a significant factor in shaping one's attitude towards the products. As it is revealed, shocking advertising provokes emotional shock and confusion in people, directly affecting consumer behavior, but can also lead to significant reduction in sales, and even undermine the reputation of a trade mark.

General Information

Keywords: advertisement, advertising impact, shock advertising, consumer reaction

Journal rubric: Applied Research and Practice

Article type: scientific article

For citation: Groshev I.V., Morozova L.V. Impacts of Shocking Advertising on Consumer Behaviour. Sotsial'naya psikhologiya i obshchestvo = Social Psychology and Society, 2012. Vol. 3, no. 1, pp. 142–150. (In Russ., аbstr. in Engl.)

References

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Information About the Authors

Igor V. Groshev, Doctor of Psychology, Professor at the Chair of Personnel Administration, Administration at the Academy of Psychology and Management (Tambov State University named after G. R. Derzhavin), Vice-rector of the Tambov State University Named After G. R. Derzhavin, Tambov, Russia, e-mail: aus_tgy@mail.ru

Lubov V. Morozova, PhD student at the Tambov State University named after G. R. Derzhavin, Tambov, Russia, e-mail: morozova.lyubov@mail.ru

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