Does It Pay to Offend? Short and Long-Term Responses to Offensive Ads
Offensive-stereotyping advertisements are known to have negative effects on sales. However, in practice, their use worldwide is on the rise. Two experiments and a field study showed these ads yielded a positive trend in sales over time. This positive effect was amplified for the discriminated groups due to avoidance motivations.
Citation:
Enav Friedmann, Eliran Solodoha, and Dorit Efrat-Treister (2020) ,"Does It Pay to Offend? Short and Long-Term Responses to Offensive Ads", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 339-339.
Authors
Enav Friedmann, Ben Gurion University, Israel
Eliran Solodoha, Ben Gurion University, Israel
Dorit Efrat-Treister, Ben Gurion University, Israel
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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