What Makes an Advertisement Offensive? the Interplay of Prescriptive and Descriptive Norms

This research explores the joint impact of prescriptive and descriptive norms on consumers’ intention to complain about an offensive advertisement. Two experiments provide support to the proposition that descriptive norms influence intention to complain via perceptions of harm when a prescriptive norm has been violated.



Citation:

Saeid Kermani and Peter Darke (2020) ,"What Makes an Advertisement Offensive? the Interplay of Prescriptive and Descriptive Norms", 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: 1202-1202.

Authors

Saeid Kermani, York University, Canada
Peter Darke, York University, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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