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

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journal contribution
posted on 20.09.2021, 12:30 by Kalanit Efrat, Anne SouchonAnne Souchon, Peter DickensonPeter Dickenson, Ekaterina Nemkova
The creation of advertisements that attract immediate attention and simultaneously provoke thoughts and stimulate ongoing discussions is challenging. Hence, advertisers increasingly use Chutzpadik advertising, which we define as “radical advertising messaging that purposefully transgresses social norms and proscribed topics”. We conduct four studies to identify the dimensions and evaluate the effectiveness of Chutzpadik advertising. The first two studies involve interviews with 12 managers of advertising agencies and 22 members of the Israeli general public (audience members). The interviews reveal Chutzpadik advertising’s dimensions are norm violation, novelty, and audacity. In two subsequent studies, the effectiveness of Chutzpadik advertising is examined through data collected from 108 managers and 209 audience members. Structural equation modeling and fuzzy set qualitative comparative analysis suggest the three dimensions of Chutzpadik advertising differentially affect adverting effectiveness. Our research provides theoretical and empirical grounding for Chutzpadik advertising and advances our knowledge of its effectiveness within differentiation advertising research.

History

School

  • Sport, Exercise and Health Sciences
  • Business and Economics

Department

  • Business

Published in

Journal of Business Research

Volume

137

Pages

601-613

Publisher

Elsevier

Version

VoR (Version of Record)

Rights holder

© The authors

Publisher statement

This is an Open Access Article. It is published by Elsevier under the Creative Commons Attribution 4.0 Unported Licence (CC BY). Full details of this licence are available at: http://creativecommons.org/licenses/by/4.0/

Acceptance date

23/08/2021

Publication date

2021-09-09

Copyright date

2021

ISSN

0148-2963

Language

en

Depositor

Dr Peter Dickenson. Deposit date: 23 August 2021