Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 614 - 629 |
| Number of pages | 16 |
| Journal | Journal of Promotion Management |
| Volume | 21 |
| Issue number | 5 |
| DOIs | |
| Publication status | Published - 2015 |
Cite this
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Effectiveness of indecent language in advertising on young adult consumer attitudes and purchase intent. / Ilicic, Jasmina; Blakemore, Jason.
In: Journal of Promotion Management, Vol. 21, No. 5, 2015, p. 614 - 629.Research output: Contribution to journal › Article › Research › peer-review
TY - JOUR
T1 - Effectiveness of indecent language in advertising on young adult consumer attitudes and purchase intent
AU - Ilicic, Jasmina
AU - Blakemore, Jason
PY - 2015
Y1 - 2015
N2 - This study applies both the Dual Mediation Hypothesis and Schema Congruity Theory to examine the effectiveness of mild controversial advertising executions on young adult consumer cognitions, affect, and behavior. Findings from this study suggest that advertisements featuring mild indecent language result in more positive advertisement attitudes, brand attitudes, and purchase intentions than when decent language is used. Young adult consumers also report more positive advertisement and brand attitudes, and a greater likelihood of purchase when they perceive the advertisement to be congruent with their existing schema, regardless of whether the execution is mildly controversial or noncontroversial in nature. The findings of this study are important to advertisers in the development of effective creative execution techniques.
AB - This study applies both the Dual Mediation Hypothesis and Schema Congruity Theory to examine the effectiveness of mild controversial advertising executions on young adult consumer cognitions, affect, and behavior. Findings from this study suggest that advertisements featuring mild indecent language result in more positive advertisement attitudes, brand attitudes, and purchase intentions than when decent language is used. Young adult consumers also report more positive advertisement and brand attitudes, and a greater likelihood of purchase when they perceive the advertisement to be congruent with their existing schema, regardless of whether the execution is mildly controversial or noncontroversial in nature. The findings of this study are important to advertisers in the development of effective creative execution techniques.
U2 - 10.1080/10496491.2015.1055043
DO - 10.1080/10496491.2015.1055043
M3 - Article
VL - 21
SP - 614
EP - 629
JO - Journal of Promotion Management
JF - Journal of Promotion Management
SN - 1049-6491
IS - 5
ER -