Effectiveness of indecent language in advertising on young adult consumer attitudes and purchase intent

Jasmina Ilicic, Jason Blakemore

Research output: Contribution to journalArticleResearchpeer-review

1 Citation (Scopus)


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.
Original languageEnglish
Pages (from-to)614 - 629
Number of pages16
JournalJournal of Promotion Management
Issue number5
Publication statusPublished - 2015

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