Does It Pay to shock? Reactions to shocking and nonshocking advertising content among university students
通过两项实验室研究，比较震撼广告与恐惧和信息诉求在HIV/AIDS预防中的效果，发现震撼内容能显著提高大学生的注意力、记忆和积极行为。
<h3>ABSTRACT</h3> Although the use of shocking content in advertising appeals has been widely adopted, the effectiveness of such communication strategies has not been empirically investigated. In two laboratory studies, conducted in the context of HIV/AIDS prevention, we examine the effectiveness of shock advertising in comparison to the commonly used appeals of fear and information. Our findings suggest that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behaviour among a group of university students.