The Wise Use of Offensive Language in Advertising

In three experimental studies we show that the use of offensive language has positive effects in increasing awareness and cognitive processing of the effects of homophobic language on LGBTQ community. We show that this effect is mediated by perception of shock and is moderated by social norms.



Citation:

Mia M. Birau, Sarah Clifft, Guillaume Arribart, Anna Burshich, Diane Laloum, Santillan Delgado Jonatan, and Mélanie Quesnot (2019) ,"The Wise Use of Offensive Language in Advertising", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 463-464.

Authors

Mia M. Birau, SKEMA Business School, France
Sarah Clifft, ESDES, Catholic University of Lyon, France
Guillaume Arribart, ESDES, Catholic University of Lyon, France
Anna Burshich, ESDES, Catholic University of Lyon, France
Diane Laloum, ESDES, Catholic University of Lyon, France
Santillan Delgado Jonatan, ESDES, Catholic University of Lyon, France
Mélanie Quesnot, ESDES, Catholic University of Lyon, France



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Q12. Exploring Effects of Perceived Authenticity Of Instagram Models on Aad and Buying Intentions

Heather Shoenberger, University of Oregon, USA
Eunjin Kim, Southern Methodist University, USA

Read More

Featured

L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

Read More

Featured

Q2. Why do Kids Love Watching Unboxing Videos? Understanding The Motivations of Children to Consume Unboxing Toy Videos

Teresa Trevino, Universidad de Monterrey
Mariela Coronel, UDEM
Valeria Martínez, UDEM
Ivanna Martínez, UDEM
Daniela Kuri, UDEM

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.