Exploring the use of shock advertising by for-profit and nonprofit organisations in China

Abstract

This paper investigates the use of shock advertising by both for-profit and nonprofit organisations in China. Specifically, the study assesses the effectiveness of shock advertising in terms of attitude toward the advertisement (Aad), attitude toward the brand (Ab), and behavioural intention. The results indicate that Chinese consumers held more positive Ab when shock advertising was used by a nonprofit organisation rather than by a for-profit organisation, but their Ab was more positive toward non-shock ads by both of the organizations. In addition, shock advertising used by a nonprofit organisation elicited higher behavioural intention than other types of advertising/organisation combinations. No difference was found in Aad when shock advertising was used by for-profit or nonprofit organisations.