The impact of 'shockvertising' on consumer behavior: Investigating its influence on the "why buy" aspect

Abstract

-Current study focused on highlighting the influence of shockvertising (Disgusting Images, Sexual References, Profanity/Obscenity, Vulgarity, Impropriety, Moral Offensiveness and Religious Taboos) on consumer behavior in its two dimensions of repurchase intention and word of mouth. Through depending on quantitative approach and utilizing a questionnaire as a tool; researcher distributed on (431) Jordanian consumers within the online social platforms due to COVID 19 lockdown and quarantine. Through SPSS, results of study indicated that shockvertising – along with its variables – plays a role in negatively influencing consumer behavior, analysis also revealed that using religious taboos as advertisement material was the most influential aspect of shockvertising as people tend to act emotionally in reference to their religion, also, results indicated that shockvertising an influence consumer behavior variables and mostly repurchase intention as a consumer is welling to boycott a brand if it presented any offending ad.