Consumer perception of taboo in ads

Practitioners frequently use taboo themes in ads but the subject of taboo has received little attention in advertising research. This article proposes a new conceptualization and measure of consumer perception of taboo in advertising. Using the new measure, an empirical study reveals that – for a ge...

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Bibliographic Details
Published inJournal of business research Vol. 65; no. 6; pp. 869 - 873
Main Authors Sabri, Ouidade, Obermiller, Carl
Format Journal Article
LanguageEnglish
Published New York Elsevier Inc 01.06.2012
Elsevier
Elsevier Sequoia S.A
Subjects
Advertising
Audience
Brands
Communication effects
Conceptualization
Consumer behavior
Consumers
Death
Empirical research
Humanities and Social Sciences
Measurement
Perception
Perceptions
Scale development
Sexuality
Sexualität
Social norms
Sterblichkeit
Studies
Taboo
Taboos
Werbewirkung
Wirtschaftsethik
Taboo
Scale development
Advertising
Communication effects
Communication Effects
Scale Development
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Summary:Practitioners frequently use taboo themes in ads but the subject of taboo has received little attention in advertising research. This article proposes a new conceptualization and measure of consumer perception of taboo in advertising. Using the new measure, an empirical study reveals that – for a general audience – the use of sexual taboo and death taboo themes in ads produces a more negative brand attitude and triggers social normative pressure that reduces intention to purchase the advertised product.
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ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2011.01.009