C/M/129. Dissertation + Project Proposal. Consumer Responses to Shock Advertising: Cross-Country Comparison

This dissertation explores the topic of shock advertising and aims to investigate whether the effectiveness of shock advertising is affected by cultural boundaries. Literature Review section presents comprehensive review of the literature on shock advertising, shock advertising effectiveness and refers to the cultural differences between nations which may affect the effectiveness and responses to shock advertising. Methodology chapter presents research rationale and outlines the research process. Primary research tools used in this study are focus groups and questionnaires. Dissertation is concluded with analysis section, which outlines the results and draws important conclusions.