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
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