Publications
Publication details [#34026]
Dahl, Darren W., Kristina D. Frankenberger and Rajesh V. Manchanda. 2003. Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students. Journal of Advertising Research 43 (3) : 268–280. 
Publication type
Article in journal
Publication language
English
Keywords
Place, Publisher
Cambridge University Press
ISBN
0021-8499
Annotation
This paper investigates the effectiveness of shock advertising appeals in the context of HIV/AIDS prevention in comparison to the commonly employed appeals of fear and information.