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

Kristina Auxtova; Andreas Munzel

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

Kristina Auxtova^*, Andreas Munzel

^*Corresponding author for this work

Business School

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

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 language	English
Title of host publication	Actes du 30e Congrès International de l'Association Française du Marketing (AFM)
Place of Publication	Montpellier
Publisher	Association Française du Marketing
Publication status	Published - 2014
Event	30e Congrès International AFM (Association Française du Marketing) - Montepellier, France Duration: 14 May 2014 → 16 Jun 2022

Conference

Conference	30e Congrès International AFM (Association Française du Marketing)
Country/Territory	France
City	Montepellier
Period	14/05/14 → 16/06/22

Keywords / Materials (for Non-textual outputs)

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

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@inproceedings{469677b2a080445987512bdd5f608975,

title = "Can shocking advertising improve charity engagement? A cross-cultural study on controversial charity advertisements",

abstract = "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{\textquoteright} 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. ",

keywords = "advertising, charity, controversial advertising, shocking advertising, charity engagement, charity marketing, cross-cultural study",

author = "Kristina Auxtova and Andreas Munzel",

year = "2014",

language = "English",

booktitle = "Actes du 30e Congr{\`e}s International de l'Association Fran{\c c}aise du Marketing (AFM)",

publisher = "Association Fran{\c c}aise du Marketing",

note = "30e Congr{\`e}s International AFM (Association Fran{\c c}aise du Marketing) ; Conference date: 14-05-2014 Through 16-06-2022",

}

Auxtova, K & Munzel, A 2014, Can shocking advertising improve charity engagement? A cross-cultural study on controversial charity advertisements. in Actes du 30e Congrès International de l'Association Française du Marketing (AFM). Association Française du Marketing, Montpellier, 30e Congrès International AFM (Association Française du Marketing), Montepellier, France, 14/05/14. <https://www.afm-marketing.org/fr/system/files/publications/20160516143909_AUXTOVA_MUNZEL.pdf>

Can shocking advertising improve charity engagement? A cross-cultural study on controversial charity advertisements. / Auxtova, Kristina; Munzel, Andreas.
Actes du 30e Congrès International de l'Association Française du Marketing (AFM). Montpellier: Association Française du Marketing, 2014.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

TY - GEN

T1 - Can shocking advertising improve charity engagement? A cross-cultural study on controversial charity advertisements

AU - Auxtova, Kristina

AU - Munzel, Andreas

PY - 2014

Y1 - 2014

N2 - 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.

AB - 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.

KW - advertising

KW - charity

KW - controversial advertising

KW - shocking advertising

KW - charity engagement

KW - charity marketing

KW - cross-cultural study

M3 - Conference contribution

BT - Actes du 30e Congrès International de l'Association Française du Marketing (AFM)

PB - Association Française du Marketing

CY - Montpellier

T2 - 30e Congrès International AFM (Association Française du Marketing)

Y2 - 14 May 2014 through 16 June 2022

ER -

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

Abstract

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Keywords / Materials (for Non-textual outputs)

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