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Exploring the use of shock advertising by for-profit and nonprofit organisations in China
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.
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Shuo Yan is a PhD candidate in Florida State University’s School of Communication. Her research interest lies in advertising and marketing.
Sindy Chapa is the director of the Center for Hispanic Marketing Communication at Florida State University (FSU). Dr Chapa is published in recognized academic journals including International Journal of Advertising, Journal of Advertising Research, International Business & Economics Research, Journal of Marketing Communication, Journal of Spanish Language Media, Journal of Consumer Behavior, and Journal of Multidisciplinary Business Review among others. Dr Chapa’s research concentrates on understanding Hispanic and cross-ethnic consumer behavior in the area of cross-cultural marketing communication and advertising.