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The Risks of Shock Advertising for Non-profit Organizations: A qualitative study of the effects of shock advertising on consumer processing and evaluation
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
2020 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The use of shock advertising as a means to attract consumers’ attention has been prevalent during the last decade. This is especially true in the case of non-profit organizations, where consumers are more lenient to incongruent and explicit imagery. The purpose of this thesis was to investigate how the use of shock advertising has affected consumers’ processing of incongruity in advertising, how it has affected the consumers’ evaluation of a non-profit organization’s brand image and the risks of it. The research was conducted through in-depth interviews to get a better understanding of the thought process of the consumers. Questions were formulated with the help of Sjödin and Törn’s (2006) model of brand image incongruity to help evaluate the effects on consumer processing and consumer brand evaluation. The empirical findings showed that consumers perceive the advertisement from the past decade as less incongruent and the newer advertisement as more incongruent. In some cases, the incongruity of the newer advertisement caused an incremental negative change in brand attitude, even though the consumers found it trivial. The conclusion of the thesis shows that non-profit organizations have amplified the incongruity to keep attracting consumers’ attention. Furthermore, consumers showed leniency towards shock advertising if they believed that such marketing practices are employed for a greater cause. However, there is a risk of detrimental effects on brand image when non-profit organizations use incongruity that is too extreme.

Place, publisher, year, edition, pages
2020. , p. 49
Keywords [en]
Brand Image Incongruity, Shock Advertising, Consumer Processing, Consumer Evaluation, Brand Evaluation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-77366OAI: oai:DiVA.org:kau-77366DiVA, id: diva2:1417452
Subject / course
Business Administration
Educational program
Business Administration and Economics, 180 hp
Supervisors
Examiners
Available from: 2020-03-30 Created: 2020-03-28 Last updated: 2020-03-30Bibliographically approved

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Karlstad Business School (from 2013)
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf