Article2008

Exploring consumer reactions to incongruent mild disgust appeals

Nathalie Dens · Patrick De Pelsmacker · Wim Janssens

48 citations0/0 files storedJournal of Marketing Communications

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Psychology of Moral and Emotional Judgment

Abstract

The attitude towards the advertisement (Aad) and the brand (Ab) and brand recall for disgust and non‐disgust advertising appeals for a tour operator were studied in a sample of 244 Belgians. Disgusting advertisements led to a significantly more negative Aad than non‐disgusting advertisements and did not lead to better brand recall. The negative reactions to disgust advertisements were especially outspoken for individuals with high affect intensity, high sensitivity to disgust and high product category involvement, whereas the difference with non‐disgust appeals was not significant for individuals low in affect intensity, sensitivity to disgust or product category involvement. Attitudes and recall were similar across demographic segments, and for a new and an existing brand. Results showed that Aad fully mediated the impact of disgust on Ab.

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References

2025Advances in Consumer Research 1986Communication and Persuasion 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1997Social psychology: handbook of basic principles 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1999The Role of Emotions in Marketing 1983Advances in Consumer Research 1977Human Emotions

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