Can shocking advertising improve charity engagement? A cross-cultural study on controversial charity advertisements

Kristina Auxtova*, Andreas Munzel

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract / Description of output

To break through the advertising clutter, many marketers currently use the element of shock to attract attention of their potential customers. This study analyses consumer perceptions of controversial advertising in the charity sector. A series of experimental studies was conducted to investigate the effects of shocking ads on individuals’ engagement for the cause in five different countries. Our results reveal important differences: whereas controversial advertising seems to be fruitful in France, the effects are less concluding in other countries. The findings give charities an insight into consumer perceptions that can be used as a basis to develop innovative marketing campaigns.
Original languageEnglish
Title of host publicationActes du 30e Congrès International de l'Association Française du Marketing (AFM)
Place of PublicationMontpellier
PublisherAssociation Française du Marketing
Publication statusPublished - 2014
Event30e Congrès International AFM (Association Française du Marketing) - Montepellier, France
Duration: 14 May 201416 Jun 2022

Conference

Conference30e Congrès International AFM (Association Française du Marketing)
Country/TerritoryFrance
CityMontepellier
Period14/05/1416/06/22

Keywords / Materials (for Non-textual outputs)

  • advertising
  • charity
  • controversial advertising
  • shocking advertising
  • charity engagement
  • charity marketing
  • cross-cultural study

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