Auteur(s) : Auxtova, Kristina
Directeur : Munzel, Andreas
Composante : EMS
Date de création : 30-06-2013

Description : International and European Business, In order to break through the advertising clutter, many marketers currently use the element of shock to attract attention of their potential customers. Nevertheless, several significant research gaps have been identified: shock advertising has never been studied within the charity sector, and there has been very little research into charity advertising towards different cultures. Therefore, the present study, a novelty in its field, focused on the interaction between Charity, Culture and Controversy – the CCC relationship. It analysed consumer perceptions of controversial advertising, specifically in the charity sector. Moreover, a cross-cultural approach was taken in this analysis in order to compare these perceptions. An experimental quantitative research was conducted, using an online survey, subjecting the respondents to one of two poster advertisements – a shocking or an informational one. Firstly, it investigated the attitudes of a French student sample to these ads and it confirmed the hypothesis that upon viewing the shocking ad, the respondents are more likely to engage in charitable behaviour than upon viewing the informational one. Secondly, having widened the sample to 4 more countries – Slovakia, Chile, Germany and the UK, the study has proven that the nationality of respondents has a significant effect on the perceptions of the advertisements and consequently on the intentions or likelihood to engage in charitable behaviour. In terms of business implications, these findings give charities an insight into consumer perceptions of the UK model of shocking charity advertising that can be used as a basis to develop new innovative marketing campaigns.
Mots-clés libres : Consommateurs Attitude (psychologie), child poverty, consumer perception, charity advertising, International and European Business, enfants pauvres, perception du consommateur, publicité par les oeuvres de charité, 650 Gestion et organisation de l'entreprise
Couverture : FR