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Social Psychology and Society

Publisher: Moscow State University of Psychology and Education

ISSN (printed version): 2221-1527

ISSN (online): 2311-7052


License: CC BY-NC 4.0

Started in 2010

Published quarterly

Free of fees
Open Access Journal


Impacts of Shocking Advertising on Consumer Behaviour 1632

Groshev I.V.
Professor at the Chair of Personnel Administration, Administration at the Academy of Psychology and Management (Tambov State University named after G. R. Derzhavin), Tambov, Russia

Morozova L.V.
PhD student at the Tambov State University named after G. R. Derzhavin, Tambov, Russia

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.

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

Column: Applied Research and Practice

For Reference

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