Do not buy this! Strategic self-anticonformity as an advertising tool to increase attention and boost purchase intention

Monika Rawal, Jose L. Saavedra Torres, Ramin Bagherzadeh, Ashok Bhattarai and Ash Zaad

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 1, 41-60

Abstract: Advertising budgets and related expenditures have been increasing every year. Companies, in the past, have used different tools to grab their customers’ attention and encourage them to buy their products. The purpose of this research is to introduce strategic self-anticonformity (SSA) as an effective tool in the advertising industry. This study demonstrates that SSA relates positively to attention, and ultimately to purchase intention. An experiment was conducted to manipulate the SSA condition. The study also shows that product involvement moderates the relationship between SSA and attention. In addition, attitude toward ad mediates the relationship between attention and purchase intention.

Date: 2025
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DOI: 10.1080/21639159.2024.2397586

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