Impact of Moral Judgment as Moderator Variable on Consumer Perception and Response of Shocking Advertising

Authors

  • Gihan A. Ragab Ain Shams University
  • Reham I. Elseidi Ain Shams University
  • Wesam Y. Rozza Sadat Academy for Management Sciences

DOI:

https://doi.org/10.34120/ajas.v26i2.1033

Keywords:

Shocking Advertising, Negative attitude toward the AD, Negative attitude toward the Brand, Moral Judgement, Not Purchase, Negative Word of Mouth, Boycott

Abstract

Aim of the Paper: This study investigated the impact of moral judgment as a moderator variable on consumer perception and response to shocking advertising.
Study Design: This study employed both quantitative and qualitative techniques.
Sample and Data: Preliminary data were collected through a questionnaire from a sample of 382 post-graduate students.
Results: The results showed that consumer response was significantly influenced by the negative attitude towards the advertisement and the brand (Not-purchase, Negative Word of Mouth, Boycott). The results also showed that the relationship was significantly stronger between perception of shocking advertising and the negative attitude towards advertising at the low Level than at the high level of moral judgment.
Conclusion: The study concludes that consumer perception of shocking advertising and consumer behavior are influenced by cultural-social factors. The marketers need to consider this relationship through the lens of the culture in question. 

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Author Biographies

Gihan A. Ragab, Ain Shams University

Holds a Ph.D. degree in Business Administration, Faculty of Commerce - Ain Shams University in 2002, in addition to the Sharjah Award for the best doctoral thesis in the Arab world in 2004, presented by the Ruler of Sharjah and the Arab Organization for Administrative Sciences. She currently works as a professor of marketing and deputy director of the Faculty of Commerce for Environmental Affairs and Service Society at Ain Shams University. Her research interests in the field of advertising and consumer behavior, industrial marketing, services marketing, and social marketing. (dr_gihan_ragab@hotmail.com)

Reham I. Elseidi, Ain Shams University

Holds a Ph.D. degree in Business Administration from the Faculty of Commerce - Ain Shams University in 2009, through a joint doctoral supervision program from Heriot-Watt University, School of Management and Languages, Edinburgh, UK. She currently works as an Assistant Professor of Business Administration in the Faculty of Commerce at Ain Shams University. Her research interests in the field of Islamic marketing, e-marketing, brand management, retail management, and corporate social responsibility. 

Wesam Y. Rozza, Sadat Academy for Management Sciences

Holds a Ph.D. degree in Business Administration, Faculty of Commerce - Ain Shams University in 2019.  She currently works as an assistant lecturer in the Department of Business Administration at Sadat Academy for Administrative Sciences. Her research interests in the field of internal marketing, controversial advertising and consumer behavior, sustainable marketing and social responsibility of business, and digital marketing. (yahiawesam@gmail.com)

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Published

2019

How to Cite

Ragab, G. A., Elseidi, R. I., & Rozza, W. Y. (2019). Impact of Moral Judgment as Moderator Variable on Consumer Perception and Response of Shocking Advertising. Arab Journal of Administrative Sciences, 26(2), 310–265. https://doi.org/10.34120/ajas.v26i2.1033

Issue

Vol. 26 No. 2 (2019)

Section

Marketing