What Happens after You are Shocked? An Investigation of Emotional Response, Brand Attitude, Attitude toward AD and Purchase Intention of Shock Advertising in Chinese Consumers
The goal of this paper is to validate the emotion toward the ad scale among Chinese consumers as well as test several well-accepted hypotheses in advertising literature in shock advertising setting. The results of our study suggested that emotion was correlated with attitude toward ad (Aad), the casual relationship between Aad and Attitude toward brand (Ab), and the correlation between Ab and purchase intention (PI). A validated emotion scale was also proposed to measure emotions after viewing ads in Chinese consumers. A 17-item feelings toward ads (emotion) scale was finalized by using EFA. Suggestions for future research were discussed.
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This work is licensed under a Creative Commons Attribution 3.0 License.
Yan, Shuo and Chapa, Sindy, "What Happens after You are Shocked? An Investigation of Emotional Response, Brand Attitude, Attitude toward AD and Purchase Intention of Shock Advertising in Chinese Consumers" (2018). Association of Marketing Theory and Practice Proceedings 2018. 23.
About the Authors
Shuo Yan accomplished her master degree in IMC (Integrated Marketing Communication) at Florida State University. She is currently a doctoral student now.
Dr. Sindy Chapa Dr. Sindy Chapa recently joined the FSU School of Communication as an Assistant Professor. She is also serving as the Associate Director for the School’s Center for Hispanic Marketing Communication (HMC). With over 10 years of teaching experience, Chapa has taught marketing courses in the U.S., Mexico and Chile. Previously she worked as an Assistant Professor and Associate Director of the Center for the Study of Latino Media & Markets at The School of Journalism & Mass Communication at Texas State University (TSU) since 2008.