Online citations, reference lists, and bibliographies.
← Back to Search

Offensive Advertising: A Religion Based Indian Study

Mohd. Tariq, Mohd. Afaq Khan
Published 2017 · Psychology

Cite This
Download PDF
Analyze on Scholarcy
Share
Purpose Among various factors which help in shaping the attitude of consumers, religion and religiosity too play a vital role. This paper aims to inquire into the impact of religion and religiosity on the attitudes of Hindu and Muslim consumers of Northern India toward offensive advertising and the reasons which make the advertising offensive. Design/methodology/approach Responses regarding advertising of 11 controversial products and 7 reasons which make the advertising offensive were taken by distributing a questionnaire to a convenience sample of 250 university students of Northern India (comprising respondents from two major religions of India). Data were analyzed using descriptive statistics and t-test. Findings The findings confirmed that there is a significant difference in the attitude of consumers on the basis of religion and religiosity. Research limitations/implications As the study is conducted only in Northern India, findings generated through this may lack generalizability. Other limitations include small sample size and use of convenience sampling. Different sects under religion must be particularly studied. Practical implications Advertisers should consider religious sentiments of consumers into account to make advertisements more appealing to consumers. Originality/value The studies on religion and its relation with attitude toward advertising are even less frequent in Indian context. Hence, this study is a pioneering work which will open new doors for the marketers in India. It will help the marketers in properly targeting consumers based on their religious beliefs.
This paper references
10.1080/13527269500000015
The mediating effect of religiosity on advertising effectiveness
P. Michell (1995)
10.1300/J057v07n01_06
Offensive Advertising
Ian Phau (1903)
Islamic Perspectives with Reference to Health and Participation in Sports
Mohibullah Khan Marwat (2014)
10.1007/978-3-319-10951-0_26
Controversial use of Religious Symbols in Advertising
Justina Gineikienė (2015)
10.1108/02651330710827979
Cultural values and effective executional techniques in advertising
Kim-Shyan Fam (2007)
Public Attitudes Toward Advertising: More Favorable Than You Might Think
S. Shavitt (1998)
10.1086/267382
AMERICANS AND ADVERTISING: THIRTY YEARS OF PUBLIC OPINION
Stephen A. Greyser (1966)
10.5171/2015.911925
The Impact of the Religiosity on the Advertising Persuasion: Context of the Political Marketing - Frame of Reflection and Try of Modelling-
Askri Jendoubi Soumaya (2015)
Advertising Beliefs and Attitudes: Are Students and General Consumers Indeed Different?
Srinivas Durvasula (1997)
10.1108/JCM-09-2014-1149
In ads we trust. Religiousness as a predictor of advertising trustworthiness and avoidance
P. Ketelaar (2015)
10.1080/00913367.2015.1033572
In Advertising We Trust: Religiosity's Influence on Marketplace and Relational Trust
Elizabeth A. Minton (2015)
10.1177/002224299305700307
Here's the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising
R. W. Pollay (1993)
10.2501/JAR-40-3-67-72
Advertising Attitudes and Advertising Effectiveness
A. Mehta (2000)
10.1108/17468801011018284
Effectiveness of global advertisement on culture of India: an emerging market
R. K. Srivastava (2010)
10.1108/07363760510576509
Advertising of controversial products:a cross‐cultural study
D. S. Waller (2005)
Religious Faith, Addictive Products, And Their Advertisement: A Qualitative Inquiry
Jihad Mohammad (2015)
10.1023/B:BUSI.0000005785.29778.83
Advertising Controversial Products in the Asia Pacific: What Makes Them Offensive?
Kim-Shyan Fam (2003)
10.1108/17590831011026204
Attitudes towards offensive advertising: Malaysian Muslims' views
E. C. D. Run (2010)
10.1080/00913367.1990.10673193
An Exploratory Investigation into the Nature of Offensive Television Advertising
James H. Barnes (1990)
10.1007/S10551-008-9832-Y
Addressing the Advertising of Controversial Products in China: An Empirical Approach
Kim-Shyan Fam (2009)
10.1186/1471-2458-10-533
An exploratory study of Muslim adolescents' views on sexuality: Implications for sex education and prevention
C. Smerecnik (2010)
10.1086/209390
Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics
David M. Boush (1994)
10.1080/10496491.2013.817220
Offensiveness of Advertising with Violent Image Appeal: A Cross-Cultural Study
D. S. Waller (2013)
10.1080/02650487.2003.11072860
An Asian perspective of offensive advertising on the web
G. Prendergast (2003)
10.1080/1357332960010101
Muslim Women and Physical Education in Initial Teacher Training
T. Benn (1996)
UNDERSTANDING CONSUMERS ATTITUDE TOWARD ADVERTISING
Chingning Wang (2002)
WOMEN IN ISLAM: THEIR ROLE IN RELIGIOUS AND TRADITIONAL CULTURE
S. Saleh (2016)
What factors make controversial advertising offensive? a preliminary study
D. S. Waller (2004)
10.1080/00913367.1994.10673449
Ethical Judgments of Political Television Commercials as Predictors of Attitude toward the Ad
Spencer F. Tinkham (1994)
10.1300/J057v11n02_02
A Proposed Response Model for Controversial Advertising
D. S. Waller (2005)
10.1108/13555850010764613
Cultural values and advertising in Malaysia: views from the industry
D. S. Waller (2000)
10.1108/JIMA-03-2014-0028
Islamic challenges to advertising: a Saudi Arabian perspective
Akram Abdul Cader (2015)
10.1108/JIMA-02-2014-0013
Controversial product advertisements in Lebanon: A study of Sunni-Shi’a sectarian disparities and similarities
M. Farah (2015)
10.1080/13527260210147342
A Hong Kong view of offensive advertising
G. Prendergast (2002)
10.1108/03090560410529204
The influence of religion on attitudes towards the advertising of controversial products
Kim-Shyan Fam (2004)
10.1108/07363769910271513
Attitudes towards offensive advertising: an Australian study
D. S. Waller (1999)



This paper is referenced by
Semantic Scholar Logo Some data provided by SemanticScholar