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- Title
QUELLE CIBLE POUR LES PUBLICITÉS TABOU PROVOCANTES ?
- Authors
Sabri, Ouidade
- Abstract
As the effectiveness of advertising strategy based on taboos' violation depends on individual characteristics of the target, this research has two main objectives: identify (I) a typology of receivers depending on the nature and intensity of the felt emotions towards provocative taboo ads and (2) their individual characteristics. Through two studies - qualitative and quantitative - four types of individuals were identified along with their profile: the ambivalent, the positive univalent, the negative univalent and the indifferent. Managerial implications of the findings are made to increase the effectiveness of such an advertising practice.
- Subjects
TABOO; STRATEGIC planning; EMOTIONS; QUANTITATIVE research; PROVOCATION (Behavior); PSYCHOLOGICAL typologies
- Publication
Décisions Marketing, 2012, Issue 66, p9
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.066.09.19