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- W2474845608 abstract "Shocking messages are used in a bid to draw attention to an advertisement with the expectation that further processing will take place if the advertisement is noticed. The purpose of this article is to investigate the effectiveness of shocking advertisement content in the Lebanese context. Results from a survey of 300 interviewees conducted between September and November 2014, indicated a negative effect of provocation in advertising on the Lebanese consumers’ emotions. We noticed that the Lebanese consumers are not tolerant of offensive advertising which can affect their buying behavior." @default.
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- W2474845608 date "2015-01-01" @default.
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- W2474845608 title "Provocation in Advertising: The Attitude of Lebanese Consumers" @default.
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