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How Does the Use of Shockvertising Trigger Moral Emotions? A Focus on the Plastic Issue

  • 2022
  • OriginalPaper
  • Chapter
Published in:
Authors
Costanza Dasmi
Diletta Acuti
Laura Grazzini
Gaetano Aiello
Published in
Managing Sustainability
Publisher
Springer International Publishing

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Abstract

This chapter delves into the use of shockvertising to evoke moral emotions, with a specific focus on the plastic issue. It reviews existing literature on shockvertising and moral emotions, then presents a content analysis of social media posts featuring shocking images related to plastic waste. The study identifies seven moral emotions—contempt, anger, disgust, guilt, pride, hubris, and admiration—and discusses how these emotions can be leveraged to engage consumers in sustainability discussions and behavior change. The findings offer valuable insights for managers and institutions seeking to use shockvertising effectively in their sustainability communications.
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previous chapter To Pack Sustainably or Not to Pack Sustainably? A Review of the Relationship between Consumer Behaviour and Sustainable Packaging
Title
How Does the Use of Shockvertising Trigger Moral Emotions? A Focus on the Plastic Issue
Authors
Costanza Dasmi
Diletta Acuti
Laura Grazzini
Gaetano Aiello
Copyright Year
2022
Book
Managing Sustainability

Print ISBN: 978-3-031-12026-8

Electronic ISBN: 978-3-031-12027-5

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-031-12027-5_10
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