Controversial advertising and consumer behaviour Singh Parvinder Pal1, Chahal H. S.2 1Research Scholar, GNDU, Amritsar, India Email id: Parvinder3jan@gmail.com 2Associate Professor, Department of Business Management, GNDU, RC, Gurdaspur, India Email id: chahal_hs@hotmail Online published on 13 June, 2019. Abstract Advertising plays a significant role in an economy, but its increased used has led to the use of creative content to “cut through the clutter” that has the capacity to offend consumers. Though, it could help to garner increased attention but may not always increase the sales. Rather could prove fatal if used over a limit in a conservative society. It could offend consumers to the level that they may stop purchasing the products of advertised brand. Use of controversial advertising may not be illegal but it may not be considered ethical and may spoil the image of advertiser and advertised brand. Therefore, it's essential for an advertiser to understand the belief and values of target customer before using such ads. Top Keywords Controversial advertising, Controversial products, Controversial executions, Indian society. Top |