Contraintuitive communication beyond marketing interest

experiments with consumers

Abstract

The objective of this work was to analyze the influence of counterintuitive communication (with inclusion of race and homoaffective sexual orientation) beyond the market interest, encompassing the measurement of consumer reaction in a comprehensive way, in both implicit and explicit aspects. A theoretical framework was elaborated about counterintuitive marketing communication, followed by a discussion about the inclusion of race and sexual orientation issues in it, especially in view of the still existing prejudice in this regard. The method adopted was a hypothetical-deductive approach, carried out through two experiments, the first between-subject (n=61) with an exploratory character, relying on ocular monitoring (eye tracker), and the second within-subject (n=61). =151) with explanatory character. As a result, it was possible to verify the influence of counterintuitive communication on consumers' reactions, but with opposite valences according to the insertion in question: on the one hand, race had a positive effect, while, on the other hand, sexual orientation had a positive effect. rather negative effect. Thus, it is argued that the acceptability of inserting the racial issue in counterintuitive marketing communication has not yet been extended to sexual orientation, a path still to be followed. Thus, the importance of counterintuitive communication is reinforced, whose contributions extend beyond the market interest, also embracing the broader social scope.