Three subjects who filled out the questionnaire inattentively and four more subjects who responded that they had seen the ads before were excluded from the final analysis.
The study confirmed that provocative ads made people think more than non-provocative ads. The result showed that people who were exposed to the provocative ads which did not address a social cause drew on their persuasion knowledge more than any other group.
The social cause in provocative ads keeps consumers from thinking these types of ads to be negative. Their talent is the ability to transform seemingly neutral object to create a desirable product.
While companies have an unequivocal purpose of doing business, selling their products, their advertisements often address a social cause. Journal of Marketing, 49 2 That is, when people are exposed to provocative advertising, they will react more positively to the ad if the ad addresses a social cause.
We hypothesized that people would have more elaboration on provocative advertising than non-provocative advertising in hypothesis 1.