RT Journal Article SR Electronic T1 Does It Pay to shock? JF Journal of Advertising Research JO J Advert Res FD WARC SP 268 OP 280 DO 10.2501/JAR-43-3-268-280 VO 43 IS 3 A1 Darren W. Dahl A1 Kristina D. Frankenberger A1 Rajesh V. Manchandra YR 2003 UL http://www.journalofadvertisingresearch.com/content/43/3/268.abstract AB Although the use of shocking content in advertising appeals has been widely adopted, the effectiveness of such communication strategies has not been empirically investigated. In two laboratory studies, conducted in the context of HIV/AIDS prevention, we examine the effectiveness of shock advertising in comparison to the commonly used appeals of fear and information. Our findings suggest that shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behaviour among a group of university students.