Date of Award
Spring 2019
Degree Name
Bachelor of Science (BS)
Advisor(s)
Yuliya Komarova
Abstract
Brands are constantly trying to find new ways to “connect” with their audiences whether it be through incorporating celebrity spokespersons, relevant pop culture references, humor, and more. In today’s advertising environment, we now see another way in which brands are trying to “connect” with their customers: through call outs to relevant consumer and social issues in their advertising. Most recently, brands like Pepsi, Gillette and more have incorporated subtle call outs to relevant consumer and social issues in their respective advertising. Pepsi’s ad featuring Kendall Jenner tackled the sensitive topic of police brutality. Gillette’s ad tackled the topic of toxic masculinity. However, in these attempts to “connect” with audiences, more and more often we hear about advertisements offending some consumers, which can lead to negative outcomes for brands, ranging from negative brand sentiment on social media, calls for brand boycotts, and even legal actions. Offensive advertising is not a new concept – but research is lacking in terms of looking at what aspects of an ad can make consumers feel offended and how they react in response. This research aims to shed light on these important risk factors associated with ad appeals that may be offending consumers and whether there are any harmful consequences for a brand. Such harmful consequences can be reflected by lower perceptions of authenticity and trust, greater probability of offending consumers, and lower intentions of purchasing products from a brand.
Recommended Citation
Lin, Eileen, "When Getting Too Close to Consumer Hearts Backfires: An Investigation of Advertising Appeals, Brand Authenticity, and the Likelihood of Advertisements to Offend Customers" (2019). Gabelli School of Business Honors Thesis Collection. 102.
https://research.library.fordham.edu/gabelli_thesis/102
