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Controversial advertising has the potential to significantly impact consumer purchase intention, both positively and negatively. On one hand, controversial ads can generate attention, interest, and curiosity among consumers, leading to an increased likelihood of purchasing the advertised product. On the other hand, controversial ads may also offend or alienate some consumers, leading to decreased purchase intention and even brand boycotts. The impact of controversial advertising on purchase intention is complex and influenced by a range of factors, including the nature of the controversy, the target audience, and the overall marketing strategy of the brand. Ultimately, it is important for brands to approach controversial advertising with thoughtfulness and sensitivity, carefully considering the potential impacts on brand reputation and customer loyalty.
Hasbi et al. (Wed,) studied this question.