From Patriotic to Tasteless: Exploring Consumer Reactions to 9/11/2001 Related Advertising

Charles A. McMellon, Hofstra University
Mary Long, Pace University
ABSTRACT - In the weeks following September 11, 2001 marketers responded with a variety of advertising messages directly related to the events of that day. Four categories of advertising emerged from our content analysis of all newspaper advertising in the New York City area: condolence, information, inspirational or patriotic, and commercial. To better understand consumer reactions to these advertisements, we measured Attitude Toward the Ad and recorded consumer reactions. Our results suggest gender differences and a wide variety of attitudes for each category. In addition, consumer comments reflected a bipolar evaluation from deep-seated feelings of patriotism to outright cynicism.
[ to cite ]:
Charles A. McMellon and Mary Long (2004) ,"From Patriotic to Tasteless: Exploring Consumer Reactions to 9/11/2001 Related Advertising", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 623-629.