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“I don’t care”: Describing digital natives emotional response towards provocative advertising
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Consumers are actively avoiding advertising, which has made the advertising

landscape more challenging, resulting in the implementation of other strategies.

Provocative advertising is a strategy implemented to make a strong impression on the

consumers. However, the discussion of consumers becoming more and more resistant

towards advertising lifts the question of provocative advertisement as an effective

strategy. Digital natives is the part of the population who are the most exposed to

information on online platforms, therefore the question of lessening of response to

provocative advertisement from the digital natives is investigated. As emotional

response previously has been used to understand the effect advertising elicits from

consumers, the purpose of this research is to describe the emotional responses digital

natives have towards provocative advertising. The empirical material gathered has

been among digital natives in Växjö, Sweden, studying their emotional response

towards the seven types of provocative advertising provided within the theoretical

framework. The focus group consisted of four different gatherings, with six

participants in each in order to create an understanding of how digital natives perceive

provocative advertising and resulted in an understanding of the effectiveness of it.

The results indicate that provocative advertising does evoke emotions. Specifically,

the advertisements that include a cause or message evoked more emotions from the

digital natives, and therefore is an effective strategy to implement from a practical

perspective. The result also allowed for an understanding that digital natives

expressed more resistance towards expressing their emotions rather than showing

specific resistance towards the provocative advertising itself, which is recommended

by this study for further research

Place, publisher, year, edition, pages
2018. , p. 71
Keywords [en]
Advertising, Provocative advertising, Digital Natives, Emotional response, Resistance, Provocative Advertising Effectiveness
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-75959OAI: oai:DiVA.org:lnu-75959DiVA, id: diva2:1218826
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2018-06-15 Created: 2018-06-15 Last updated: 2018-06-15Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf