Consumer perception of taboo in ads
Résumé
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.