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Volume :26 Issue : 2 2019      Add To Cart                                                                    Download

Impact of Moral Judgment as Moderator Variable on Consumer Perception and Response to Shocking Advertising(in Arabic)

Auther : Gihan A. Ragab, Reham I. Elseidi and Wesam Y. Rozza

Aim of the Paper: This study investigated the impact of moral judgment as a moderator variable on consumer perception and response to shocking advertising.
Study Design
: The study employed both quantitative and qualitative techniques.
Sample and Data: Preliminary data were collected through a questionnaire from a sample of 382 post-graduate students.
Results: The results showed that consumer response was significant influenced by the negative attitude towards the advertisement and the brand (Not-purchase, Negative Word of Mouth, Boycott). The results also showed that the relationship was significantly stronger between perception of shocking advertising and the negative attitude towards advertising at the low Level than at the high level of moral judgment.
Conclusion: The study concludes that consumer perception of shocking advertising and consumer behavior are influenced by cultural-social factors. The marketers need to consider this relationship through the lens of the culture in question.
 

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Nov 19, 2019

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