Get Offensive Against Intolerance : Offensive Slurs In Prosocial Advertising And Their Effect On Message Elaboration And Behavioral Intentions | Birau, Mia M.
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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. ; AMA Marketing and Public Policy Conference (From Grassroots to Government: Empowering Social Change to Address Wicked Problems). 2024, Washington, DC, United-States, 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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