Get Offensive Against Intolerance: Offensive Slurs In Prosocial Advertising And Their Effect On Message Elaboration And Behavioral Intentions

Mia M. Birau

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Conference paper

Get Offensive Against Intolerance: Offensive Slurs In Prosocial Advertising And Their Effect On Message Elaboration And Behavioral Intentions

Mia M. Birau

AMA, American Marketing Association

American Marketing Association (AMA) Marketing and Public Policy Conference, 2024 (Washington DC, USA, 06/06/2024–08/06/2024)

07/06/2024

Abstract

offense

slurs

cognitive elaboration

LGBTQIA+

sexism

In two experimental studies and one field study, this research shows that the presence of offensive slurs in prosocial marketing advertisements can provoke shock reactions, leading to higher cognitive elaboration on the target topic and higher intentions to change behaviors.

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Title: Get Offensive Against Intolerance
Creators: Mia M. Birau (Author)
Conference: American Marketing Association (AMA) Marketing and Public Policy Conference, 2024 (Washington DC, USA, 06/06/2024–08/06/2024)
Publisher: AMA, American Marketing Association; Washington, DC
Identifiers: 9917907909453
Academic Unit: MTCI - Marketing, Technology and Customer Insights; Lifestyle; Department of Marketing
Language: English
Resource Type: Conference paper
Local Fields: 747307