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Condoms and bananas: Shock advertising explained through congruence theory

Michael S. W. Lee,F. Septianto,Catherine Frethey-Bentham,Esther Gao

Published 2020 in Journal of Retailing and Consumer Services

ABSTRACT

This research examines the impact of shock advertising on consumer brand evaluations, for both socially acceptable and controversial product categories. The intervening roles of brand familiarity, perceived incongruity and disgust are also investigated. Utilizing two experiments and drawing upon congruence theory, this research offers empirical evidence to demonstrate that: (1) when familiar brands are advertised using a shock advertisement, consumers will show less favorable evaluations towards brands in a socially acceptable product category as compared to controversial products, and (2) for familiar brands, the differences in consumer evaluations between a socially accepted versus controversial product categories is mediated by perceived incongruity and disgust (a serial mediation). Theoretical and practical implications are discussed.

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