Skip to Main Content

Social Psychology and Society
2013. Vol. 4, no. 1, 138–152
ISSN: 2221-1527 / 2311-7052 (online)

Gender Discourse of Emotional 'Energization' of Shock Advertisement as Latent Goal Setting of Forming Consumer Attitudes towards a Product

1867

I.V. Groshev, L.V. Morozova

PDF (RUS)
Online translation in english
GS
Information
in Google Scholar

Abstract

The paper explores the effects of fear and perception of pain in shock advertisement on consumer behavior. It reviews the mechanisms by which advertising models affect men and women and their behavioral reactions. For instance, it is shown that the differences in pain perception as well as in manifestations of pain in men and women are also revealed in perception of visual images related to pain. Appealing to fear can make the advertising message convincing, however, such appeals should be made with great accuracy in relation to their possible consequences. The paper concludes that it's necessity to explore the phenomenon of shock advertisement more precisely and to provide recommendations concerning its use and applications that would take into account the existing gender differences.

General Information

Journal rubric: Applied Research and Practice

Article type: scientific article

For citation: Groshev I.V., Morozova L.V. Gender Discourse of Emotional 'Energization' of Shock Advertisement as Latent Goal Setting of Forming Consumer Attitudes towards a Product. Sotsial'naya psikhologiya i obshchestvo = Social Psychology and Society, 2013. Vol. 4, no. 1, pp. 138–152. (In Russ., аbstr. in Engl.)

References

  1. Avanesov V.G. Testy v sociologicheskom issledovanii. M., 1982.
  2. Andreeva G.M. Social'naya psihologiya. M., 1998.
  3. Braiant Dzh., Tompson S. Osnovy vozdeistviya SMI. M., 2004.
  4. Burlachik L.F., Morozov S.M. Slovar'-spravochnik po psihodiagnostike. SPb., 1999.
  5. Vagin Yu.R. Tifoanaliz (teoriya vlecheniya k smerti) / Trudy Permskogo obrazovatel'nogo nauchno-issledovatel'skogo centra avital'noi aktivnosti. T. 1. Vyp. 1. Perm', 2003.
  6. Vein A.M. Bolevye sindromy v nevrologicheskoi praktike. M., 2001.
  7. Golubev V.L., Vein A.M., Danilov A.B. Gender i bol' // Zhurnal nevrologii i psihiatrii im. S.S. Korsakova. 2000. № 3.
  8. Golubkov E.P. Marketingovye issledovaniya: teoriya, metodologiya i praktika. M., 2012.
  9. Gottsdanker G. Osnovy psihologicheskogo eksperimenta. M., 1982.
  10. Groshev I.V. Analiz sovremennyh issledovanii genderno)polovozrastnyh harakteristik sociofobicheskih psihicheskih rasstroistv, determiniruyushih povedencheskie patterny lichnosti // Rossiiskii psihiatricheskii zhurnal. 2010. № 3.
  11. Groshev I.V. Genderno-polovozrastnye osobennosti patternov povedeniya pri agorafobicheskih trevozhnyh rasstroistvah // Rossiiskii psihiatricheskii zhurnal. 2008. № 6.
  12. Groshev I.V. Psihofiziologicheskie razlichiya muzhchin i zhenshin. M., 2005.
  13. Groshev I.V., Morozova L.V. Osobennosti vozdeistviya elementov shokiruyushei reklamy na povedenie potrebitelya // Social'naya psihologiya i obshestvo. 2012. № 1.
  14. Groshev I.V., Morozova L.V. Emocional'no-kognitivnye i povedencheskie reakcii potrebitelei pri vozdeistvii elementov shokiruyushei reklamy // Izvestiya Rossiiskoi akademii obrazovaniya. 2012. № 3.
  15. Dushkina M.R. PR i prodvizhenie v marketinge: kommunikacii i vozdeistvie, tehnologii i psihologiya. M., 2010.
  16. Zlobin A.T. K klassifikacii emocii // Voprosy psihologii. 1991. № 4.
  17. Il'in E.P. Emocii i chuvstva. SPb., 2001.
  18. Kempbell D. Modeli eksperimentov v social'noi psihologii i prikladnyh issledovaniyah. M., 1980.
  19. Pavlov I.P. Poln. sobr. soch. 2-e izd., dop. T. III. Kn. 2. M.-L., 1951.
  20. Psihologicheskaya enciklopediya. 2-e izd. / Pod red. R. Korsini, A. Auerbaha. SPb.,2006.
  21. Sitnikov A.P. Metod mnogomernyh semanticheskih prostranstv i ego primenenie v konsaltinge // Sovremennye psihotehnologii v obrazovanii, biznese, politike. M., 2001.
  22. Freid Z. Lekcii po psihoanalizu. M., 1990.
  23. Berlyne D.E. Arousal and reinforcement // Nebraska Symposium on Motivation. 1967. Vol. 15.
  24. Cantor J., Wilson B.J. Modifying fear responses to mass media in preschool and elementary school children // Journal of Broadcasting. 1984. Vol. 28.
  25. Clarens C. An illustrated history of the horror film. N.Y., 1987.
  26. Douglas D. Horror. N.Y., 1966.
  27. Evans W. Monster movies: а sexual theory // Planks of reason: Essays on the horror film. 1984. № 31.
  28. King S. Danse macabre. N.Y., 1981.
  29. Wood R. An introduction to the American horror film // Planks of reason: Essays on the horror film. 1984. № 31.
  30. Zillmann D., Gibson R. Evolution of the horror genre // Honor films, current research on audience preferences and reactions. 1996. Vol. 15.
  31. Zillmann D. The logic of suspense and mystery // Responding to the screen: Reception and reaction processes. 1991. № 7.

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

Metrics

Views

Total: 2274
Previous month: 13
Current month: 17

Downloads

Total: 1867
Previous month: 2
Current month: 3