Chutzpadik advertising and its effectiveness: Four studies of agencies and audiences

Kalanit Efrat,Anne L. Souchon,Peter Dickenson,Ekaterina Nemkova

Journal of Business Research（2021）

引用 3|浏览5

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摘要

•Study examines agencies’ and audiences’ perspectives on Chutzpadik advertising (CA).•CA is radical messaging purposefully transgressing social norms and proscribed topics.•CA combines norm violation, novelty and audacity.•Adverts with minimal audacity, but high novelty and norm violation are most effective.

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关键词

Chutzpah,Chutzpadik advertising,Advertising effectiveness,Norm violation,Novelty,Audacity

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