THE IMPACT OF SHOCKING ADVERTISING TO CONSUMER BUYING BEHAVIOR

Regina Virvilaite and Migle Matuleviciene

The Impact of Shocking Advertising to Consumer Buying Behavior

Regina Virvilaite’s article explores the effects of shocking advertising on consumer buying behavior. It investigates how provocative or controversial ads can influence consumer perceptions and purchasing decisions.

Key Takeaways:

Attention Grabbing: Shocking advertisements have the potential to capture consumers’ attention quickly due to their unexpected or provocative nature. These ads stand out in a crowded marketplace, increasing brand visibility and recall among consumers.

Emotional Response: Shocking advertising often elicits strong emotional responses from consumers, ranging from surprise and intrigue to discomfort or even outrage. These emotional reactions can influence consumer perceptions of the advertised product or brand, shaping their buying behavior.

Risk and Reward: While shocking advertising can be effective in grabbing attention and generating buzz, it also carries risks. Brands must carefully consider the potential backlash or negative associations that may arise from controversial ads. Balancing the rewards of attention-grabbing marketing with the potential risks to brand reputation is essential for achieving long-term success.

In conclusion, Regina Virvilaite’s article highlights the complex interplay between shocking advertising and consumer buying behavior. While provocative ads can be effective in capturing attention and evoking emotional responses, brands must weigh the potential risks and rewards carefully to ensure alignment with their marketing objectives and brand values.

https://www.ecoman.ktu.lt/index.php/Ekv/article/view/3643

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