Consumer perception of taboo in ads

International audiencePractitioners frequently use taboo themes in ads but the subject of taboo has received little attention inadvertising research. This article proposes a new conceptualization and measure of consumer perception oftaboo in advertising. Using the new measure, an empirical study reveals that – for a general audience – the useof sexual taboo and death taboo themes in ads produces a more negative brand attitude and triggers socialnormative pressure that reduces intention to purchase the advertised product