Journal Title ECONOMICS AND MANAGEMENT Journal Abbreviation Ekv Publisher Group Kaunas University of Technology (KTU) Open Journal Systems (KTU) Website http://www.eejournal.ktu.lt/index.php/Ekv

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Title	THE IMPACT OF SHOCKING ADVERTISING TO CONSUMER BUYING BEHAVIOR
Authors	Virvilaite, Regina; Matuleviciene, Migle
Abstract	This paper investigates the impact of shocking advertising to consumer buying behavior. Scientists proved that shock tactics in advertising influences consumer buying behavior. The paper analyses the main components of shocking advertising, which cause positive or negative  attitude to shocking advertising, influencing consumer buying behavior. Theoretical research studies confirmed that positive or negative consumer attitudes to shocking advertising is influenced by socio-demographic and cultural-social factors - religiosity, moral principles, age, gender, individualism-collectivism, high-low context language. Developed theoretical model of the link among the socio-demographic and cultural-social factors, consumer perception of shocking advertising and consumer buying behavior, which can be used for further practical studies.DOI: http://dx.doi.org/10.5755/j01.em.18.1.3643
Publisher	Kaunas University of Technology
Date	2013-06-17
Source	EKONOMIKA IR VADYBA Vol 18, No 1 (2013)
Rights	Autorių teisės yra apibrėžtos Lietuvos Respublikos autorių teisių ir gretutinių teisių įstatymo 4-37 straipsniuose.

 

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