Shockvertising: The effect of disgust exposure on viewers’ nonconscious behavioral responses

Consumers frequently encounter disgusting images and disgust has been shown to produce a variety of behavioral responses when used in the context of advertisements or public service announcements. Building on theories of emotional appraisal and decision-making, we examine how physical and moral disgust differentially affect consumers’ identity and compensatory consumption. An internal meta-analysis of eight studies we conducted shows that feelings of disgust threaten different aspects of self-identity, which in turn trigger various forms of compensatory consumption. In particular, we hypothesize and find that physical disgust decreases consumers’ sense of power, which prompts them to act in a self-focused way to restore it (e.g., consume conspicuously). In contrast, moral disgust decreases consumers’ feelings of belongingness, which prompts them to act prosocially (e.g., donate to charity). Marketers often employ disgusting images to break through the advertising clutter or to scare consumers into doing something (i.e., shockvertising, fear appeals). Our findings suggest that they should closely evaluate which disgust stimuli to use and the specific subconscious and behavioral consequences such images elicit.