The triggers and emotional appeals used in shock marketing and its effect among Irish consumers aged 25-30

O’Connell, Ciaran (2021) The triggers and emotional appeals used in shock marketing and its effect among Irish consumers aged 25-30. Masters thesis, Dublin, National College of Ireland.

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Abstract

This research was conducted to investigate the triggers and emotional appeals used in shock marketing and its effects among Irish consumers aged 25-30. The research set out to discover how this target market reacted to this form of marketing and asses what tactics lead to successful or unsuccessful marketing campaigns.

The research included both qualitative and quantitative approaches using both surveys and in-depth interviews. A sample size of 100 was used for the surveys and 10 for the interviews. Within the interviews the sample were shown several business examples to gauge a deeper understanding of their reactions.

A different approach was taken to analysis the quantitative and qualitative date that was generated from the primary research activities. The analysis of the qualitative data consisted of recognising themes that arose in the respondent’s feedback. The analysis of the quantitative research data generated involved the understanding of key figures and statistical outputs.

The findings show that the most successful shock campaigns targeting the chosen audience used humour or strong emotion to obtain the desired response or action to the campaign.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour D History General and Old World > DA Great Britain > Ireland H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Clara Chan
Date Deposited:	22 Feb 2022 14:41
Last Modified:	22 Feb 2022 14:41
URI:	https://norma.ncirl.ie/id/eprint/5474

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