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Consumer perception of taboo in ads

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.
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Submitted on : Thursday, March 5, 2015 - 9:50:49 AM
Last modification on : Thursday, February 7, 2019 - 3:52:49 PM


  • HAL Id : hal-01123523, version 1



Ouidade Sabri, Obermiller Carl. Consumer perception of taboo in ads. Journal of Business Research, Elsevier, 2012, 65 (6), pp.869-873. ⟨hal-01123523⟩



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