Disgust Appeal In Advertising

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Abstract
This work examines the effectiveness of disgust appeal in advertising hygiene products. Drawing upon research on disgust appeal for non-hygiene products, we present the behavior of consumers when embedding disgust appeal in promoting hygiene products. We show that the “Yuck Factor” may create a change in attitude and purchase behavior for hygiene product while increasing consumers’ remembrance of the product. However, for other product categories, the use of disgust appeal achieves the marketing objective in changing consumers’ behavior but doesn’t necessarily enhance consumers’ memorability of the product.

Introduction
Everyday consumers’ are bombarded with advertisements in the attempt to stimulate demand for the products being …show more content…

The second experiment includes the “Yuck Factor” in an advertisement for a hygiene product. On the other hand, the third experiment features a Yuck free non-hygiene product, and the fourth experiment is based on a “Yuck Factor” inclusive advertisement for a non-hygiene product category.
The Experiment:
To start with, the first question that was given in the first experiment is the age of respondents; the age group who answered the first and third experiments is from18-20, second and fourth experiment is from 21-24. Based on their answers, all of them use hygiene products such as hand soap, hand sanitizers and many more on an average of 0-7 times per day. Individuals use different kinds of hygiene products such as Dettol, lifebuoy, Kleenex etc.
First Group
For the first experiment, all of our respondents based their purchase decision on advertisements and preferred advertisements with more visuals than texts. The majority of our respondents believe that hygiene product’s advertisement that uses frightening and repulsive imagery is more memorable than an advertisement that does not and they also agree that a hygiene product advertisements that instigate positive feelings are relatively less …show more content…

It contained an image, which reflects the effects of smoking in a disturbing way. It shows cut-off hands on the table; however, they are still smoking. After they observed the advertisement, they were asked to continue answering a couple of more questions. From their results, it has shown that they were positively influenced from viewing the advertisement and it can affect their buying behavior in a positive way. From the results collected, a disgusting appeal centered advertisement can positively affect consumer’s choice. This can be an advantage to help consumers stay away from the products classified as unhealthy products such as cigarettes, drugs and

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