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.
https://hal-upec-upem.archives-ouvertes.fr/hal-01123523
Contributor : Ouidade Sabri
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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
