Journal of Marketing Management

Relationship between Religiosity andControversial Products and Offensive Nature of Advertising Appeals
Mohammad Noorizzuddin Nooh, Syadiyah Abdul Shukor, Muhammad Ridhwan Ab. Aziz, KhairilFaizal Khairi, Mahdhir Abdullah

Abstract
Studies have shown that religiosity is an important variable in determining consumer behaviours. This research paper attempts to investigate the relationship between religiosity and controversial products and offensive nature of advertising appeals. A survey of 278undergraduate students was conducted at a local university located in the South of Peninsular Malaysia. Descriptive analysis and correlations analysis were performed to analyze the data. Results showed that religiosity is positively related to controversial products and offensive nature of advertising appeals. Limitations and directions for future research are discussed towards the end of this paper.

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