Disgust Appeal In Advertising Hygiene Products

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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.

Everyday consumers’ are bombarded with advertisements in the attempt to stimulate demand for the products being
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As stated by Fowler (2006), “shock advertisements and tactics have proven effective at capturing the attention of viewers due to the fact that they violate social norms by presenting images or words that are unexpected”. This perspective resonates with the fact that advertisements that generate a strong emotional response result in consumers’ engagement and memorability of the product or service at hand (Brown, 2009). While disgusting advertisements initiate negative emotions to capture consumers’ attention, the marketer’s ultimate goal is to result in a positive emotional…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

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