The Role of Religiosity and Demographics on Attitude towards Advertising of Controversial Products

This study aims to explore the consumers’ attitude towards promotion of controversial products, the reasons why they are controversial and how the degree of religious commitment in Sudan affects attitude. The study presents the results of an online survey of 203 Sudanese respondents to determine the type of products seen as controversial when advertised on TV and why considered controversial. The results revealed that in general Sudanese hold negative perceptions of controversial products and their advertisements. The findings revealed that the religious beliefs can potentially impact the perception of offensive advertising among Sudanese. Muslims of different levels of religious commitment show different degrees of offensiveness to controversial products advertising. The study also found that age, gender, and education have effects on survey participants’ attitude towards some products controversial advertising. These findings may have important implications for international marketers in countries with religious orientations such as Sudan, or other Muslim countries.

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