Get Offensive Against Intolerance

Mia M. Birau ()
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Mia M. Birau: EM - EMLyon Business School

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Abstract: In two experimental studies and one field study, this research shows that the presence of offensive slurs in prosocial marketing advertisements can provoke shock reactions, leading to higher cognitive elaboration on the target topic and higher intentions to change behaviors.

Keywords: sexism; LGBTQIA+; cognitive elaboration; slurs; offense (search for similar items in EconPapers)
Date: 2024-06-06
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Published in American Marketing Association (AMA) Marketing and Public Policy Conference 2024, Jun 2024, Washington DC, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05721199

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