PROVOCATION IN ADVERTISING - A CONCEPTUALIZATION AND AN EMPIRICAL-ASSESSMENT

This paper offers a definition of provocative appeals as they are curr ently used in advertising, especially in the clothing and fashion indu stry. It also positions this execution strategy with respect to other execution strategies used and currently researched in advertising, and identifies relevant constructs useful to understand the effects of pr ovocative appeals. These effects are measured through a preliminary em pirical investigation which shows that provocation may be a valid stra tegy to attract attention, but may affect negatively the attitude towa rd the brand. However, it is not certain that it does affect negativel y the behavior of consumers in any significant manner. More research i s therefore needed on the roles of variables such as the level of prod uct involvement, age, and gender which appear to moderate the effectiv eness of provocation. (C) 1997 Elsevier Science B.V.