Factors that influence consumer perception of shock advertising

The article explores the concept of shock advertising, focusing on its impact on consumer perception. It begins with the general meaning of the term "shock" and transitions into its application in advertising, where it is defined as a communication strategy that deliberately breaks social norms to provoke strong emotional reactions and capture attention. The author highlights that the effectiveness of this approach is influenced by cultural, personal, and contextual factors. The literature mostly addresses the short-term effects of shock messages, with limited research on their long-term impact. Differences in how consumers perceive shocking advertisements are presented, depending on their background and personal characteristics. The article emphasizes the lack of a holistic approach in current research and provides a solid theoretical foundation for analyzing the effects of shock advertising in both social and commercial contexts.