Impact of Shock Advertisement on Consumer Behaviour

Abstract

The research paper analyzes the effect of shock advertising on the buying behaviour of consumer. Behavioural scientists confirmed that there is positive effect of shock techniques in advertisement influences the buying behaviour of consumer. The research paper analyzes the shock advertisement components which have a negative attitude or positive attitude of shock advertisement and its effect on buying behaviour of consumer. Literature reviews have shows that positive consumer attitudes and negative consumer attitudes related to shock advertisements are affected by cultural and socio-demographic factors such as religiosity, age, moral code of conduct, gender, individualism and collectivism, and language of high context or language of low context. The theoretical model is made related to social-cultural factors and socio-demographic factors, buying behaviour of consumer, and the perception of consumer related to shock advertisement. The research finding suggests that the content of shock in advertisement enhances the benefit memory, attention and affect the consumer behaviour.