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The influence of taboo level on emotional versus rational user-generated messages

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Abstract

In least developed countries (LDCs), a multitude of social challenges persists, including child abuse, HIV/AIDS, and female genital mutilation. The taboo nature of these issues complicates efforts to address them, as it hinders open dialogue and communication, thereby preventing the necessary changes in behavior that can lead to meaningful progress. This article examines the impact of different types of communication appeals on behavioral intentions when addressing strong versus moderate taboos. Using a between-subjects experimental design (taboo level: strong/moderate × appeal type: humor/rational), this study contributes to the scarce research on this topic by showing that the effectiveness of different communication appeals is contingent on the level of taboo surrounding the issue. Specifically, our findings indicate that humor-based appeals outperform rational appeals when addressing strong taboo topics, whereas for moderate taboo issues, both humor and rational appeals are equally effective. These findings contribute to existing marketing literature and suggest that social marketers in LDCs may benefit from adapting their communication strategies to the level of taboo surrounding social issues in order to effectively deal with socially sensitive issues. Hence, this study offers valuable insights for both scholars and practitioners.

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Fig. 1
Fig. 2

Notes

  1. LDCs refer to 45 countries with (1) Low life expectancy, (2) Low level of gross domestic product and (3) a high rate of illiteracy (Burgess & Steenkamp, 2006; United Nations, 2024). There are an estimated 1.1 billion people in LDCs (United Nations, 2023).

  2. In the marketing literature, the word “taboo” is interchangeably used with such words as “controversial” (Fam et al., 2009; Rehman & Brooks, 1987; Sabri et al., 2010), “offensive” (Sabri & Obermiller, 2012), “unmentionables” (Katsanis, 1994), and “socially sensitive” (Waller et al., 2005). In this study, a taboo is conceptualized as an action, whether conversational or behavioral, that is prohibited by societal norms and generally considered not openly discussed (Sabri & Obermiller, 2012).

  3. The language used in the Facebook message is English, as it is common in Ethiopia for social communication regarding condom use, female genital mutilation, and other topics to be written in both English and the local language.

  4. The original items utilized for measuring the constructs of the study are included in the Appendix.

  5. To gain a more specific understanding, a scatter plot analysis was conducted (refer to the appendix for the output and interpretation of the analysis). The results suggest that employing humorous messages yields greater benefits compared to a rational message when tackling a strong taboo topic.

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Funding

The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the Addis Ababa University Adaptive Problem-Solving Research Grant.

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Authors and Affiliations

  1. Addis Ababa University–School of Commerce, Addis Ababa, Ethiopia

    Andinet Worku Gebreselassie

  2. Tilburg University - Tias School for Business and Society, Tilburg, Netherlands

    Roger Bougie

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Correspondence to Andinet Worku Gebreselassie.

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Appendix Stimulus used for the study

Appendix Stimulus used for the study

1.1 Rational strong taboo UGC

figure a

1.2 Rational moderate taboo UGC

figure b

1.3 Humor strong taboo UGC

1.4 Humor moderate taboo UGC

figure d
Fig. 3
figure 3

The moderating effect of perception of taboo on the relationship between behavioral intention and appeal type

Full size image

Original items used in measuring the constructs of the study

Constructs measured

Items

Authors (source)

Is the appeal type informative?

The advertisement provided me with relevant information

(Soscia et al., 2012)

Is the appeal type amusing?

Participants rated the ads on 7-point humor scale (not humorous/humorous)

(Jäger & Eisend, 2013)

Perception of taboo

In my opinion, the behavior suggested in this advertisement is socially acceptable

(Sabri & Obermiller, 2012)

It is difficult for me to speak about the topic suggested in this advertisement

Intensity of religious belief

Intensity of religious belief (where 1 means not a devout religious follower and 5 means a devout religious follower)

(Fam et al., 2004)

Issue familiarity

Seven-point semantic differential scale

(De Pelsmacker et al., 2011)

I am not at all – very familiar with this issue,

I don’t know the issue at all

I know the issue very well (Reversed)

Issue involvement

I think about STDs (sexually transmitted diseases) and AIDS a great deal

(Flora & Maibach, 1990)

In consider myself at risk of develo** an STD or AIDS

STDs and AIDS are personally relevant for me

I actively seek the most recent information about te transmission of STDs and AIDS

Behavioral intention

Behavioral intention was measured on a 3-item, 9-point semantic differential scale (likely-unlikely, probable-improbable, and possible-impossible)

(Chattopadhyay & Basu, 1990)

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Gebreselassie, A.W., Bougie, R. The influence of taboo level on emotional versus rational user-generated messages. Int Rev Public Nonprofit Mark (2024). https://doi.org/10.1007/s12208-024-00409-6

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