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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

Published since 2010

Published quarterly

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Open Access Journal


Gender Discourse of Emotional 'Energization' of Shock Advertisement as Latent Goal Setting of Forming Consumer Attitudes towards a Product 1368


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 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.

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