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Get Offensive Against Intolerance : Offensive Slurs In Prosocial Advertising And Their Effect On Message Elaboration And Behavioral Intentions

in 2024 AMA Marketing and Public Policy Conference, Washington, DC, United-States, June 6-8, 2024

Birau, Mia M. ; American Marketing Association (AMA) Marketing and Public Policy Conference (From Grassroots to Government: Empowering Social Change to Address Wicked Problems). 2024, Washington DC, USA, June 6-8, 2024

AMA, American Marketing Association 2024

In two experimental studies and one field study, this research shows that the presence of offensive slurs in prosocial marketing advertisements can provoke shock reactions, leading to higher cognitive elaboration on the target topic and higher intentions to change behaviors.


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