AN INDUCTIVE EXPLORATION OF SOCIAL MARKETING CAMPAIGNS ADOPTING AN ALTRUISTIC APPROACH THROUGH SHOCK TACTICS
This research explores the long-term effect of shock tactics in the context of social marketing (SM) altruistic approach in specific advertisements (Ads) that include shock tactics that target children with secondhand smoke (SHS). The results were achieved through an inductive process leading the researcher to focus on exploring the relationship between shock tactics and secondhand smoke that harms children and its potential effect over time. The study utilized a purposive sampling method that contained smokers exposed to Ads, including shock tactics targeting only secondhand smoking. During the examination, participants were supplied with diary notebooks where they were asked to note their daily behaviors regarding secondhand smoking. This will reflect on the efficacy of Ads viewed at the study’s outset. Participants reported that the shock tactic influenced positive behavioral change toward children exposed to SHS. Many participants modified their behavior by avoiding smoking in the presence of children. This positive change was reported more among parents. Nonetheless, some participants did not show complete behavioral change, and with the high rates of secondhand smoking reported in Jordan, the outcome seems promising. It highlights the importance of applying shock tactics in targeting secondhand smoke. Shock tactics could effectively target secondhand smoke as part of comprehensive anti-second-hand smoking SM campaigns.
Shock Tactic, Social Marketing, Smoking, Second-Hand Smoking, Qualitative Research, Advertising Recall, Emotions