Consumer perception of taboo in ads

Ouidade Sabri and Carl Obermiller

Journal of Business Research, 2012, vol. 65, issue 6, 869-873

Abstract: Practitioners frequently use taboo themes in ads but the subject of taboo has received little attention in advertising research. This article proposes a new conceptualization and measure of consumer perception of taboo in advertising. Using the new measure, an empirical study reveals that – for a general audience – the use of sexual taboo and death taboo themes in ads produces a more negative brand attitude and triggers social normative pressure that reduces intention to purchase the advertised product.

Keywords: Taboo; Advertising; Scale development; Communication effects (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:6:p:869-873

DOI: 10.1016/j.jbusres.2011.01.009

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