Empirical investigation of the Controversial advertisement as a way to catch and keep consumers’ attention under advertising content saturation. It answers the following questions: - What are the antecedents of consumers’ perception of discussion topics and how does it affect the attitude toward particular discussion topics? - Does the attitude toward discussion topics influence the attitude toward advertisements that use a particular topic in their piece of advertising? - Does the perception of such advertising influence the attitude toward the brand? - Does the attitude toward the brand influence the intention to buy? - What practical recommendations can be drawn based on these questions’ responses?

1. Graduate School of Management
2019
GENERATION Y CONSUMER’S ATTITUDES TOWARD DISCUSSION TOPICS IN
ADVERTISING OF FASHION COMPANIES
Arina Skopinova
Supervisor: Senior Lecturer, Olga Alkanova

2. Reebok 2019
Empirical Investigation
Relevance of the topic:
Controversial advertisement as a way to
catch and keep consumers’ attention
under advertising content saturation
Research gap: specifying existing general
models considering Generation Y
features and discussion topics
Recent controversial case of Reebok
(2019)
Format of the Work
Relevance of the Topic
«Руководство испугалось и решило все стыдливо удалить, сказав, что это не мы, это эсэмэмщики
побаловались. Мне позвонила руководитель и сказала, что директор потребовал все удалить. Они не
прислушались к моему совету сделать все правильно. Если удалять то, что опубликовал, возникнет
эффект Барбары Стрейзанд — об этом будут знать все. Но посты удалили, и это превратилось в ад
для бренда, он потерял и условную аудиторию Хабиба, и прогрессивную».
Alexander Golofast for The Village

3. Aim and Objectives
of the Research
Identify the key determinants and interconnections shaping consumer attitudes
toward discussion topics use in fashion industry companies’ advertising and their
effects on behavioral intentions
Manager 1
MODEL
Specify the general
model of how attitude
to discussion topic
leads to purchase
intention
Objective 1
GEN Y
Identify the key
trends in terms of
Generation Y values
and attitudes and
relevant discussion
topics revealing
Objective 2
TOPICS
Conduct an online
survey on Gen. Y
consumers’ attitudes
toward DT in fashion
industry companies’
advertising and
fashion brands
Objective 3
ANALYSIS
Conduct PLS-SEM
analysis to specify the
research model
Objective 4
PRACTICE
Develop practical
implications on
discussion topics use
in advertising on the
basis of empirical
findings
Objective 5

4. Chapter 1.
RESEARCH FRAMEWORK
1.1 Introduction to the Ad – Brand –
Purchase Intention Interconnections
1.2. Attitude toward the Brand
1.3. Attitude toward the Advertisement
1.4. Attitude toward Discussion Topics
1.5. Personal Characteristics
1.6. Modified Aad Framework
Paper Structure
Chapter 2.
RESEARCH DESIGN
2.1. Generational Theory
2.2. Generation Y
2.3. Discussion Topics
2.4. Research Framework Specification
Chapter 3.
QUALITATIVE INVESTIGATION
OF ATTITUDES
3.1. Survey Description and Sample Characteristics
3.2. Latent Variables Formation
3.3. Russian Case Model Statistical Analysis
3.4. Russian Case Model Control Variables Verification
3.5. Russian Case Statistical Analysis Conclusions
3.6. Global Case Model Statistical Analysis

5. Discussion topics
societal, political and other issues the attributes of which are used
by advertisers to provoke a controversial reaction
Controversial advertising incorporates discussion topics and
focuses the attention of an audience by means of emphasizing it
* Huhmann, Mott-Stenerson, 2008
Controversial Advertisement and
Discussion Topics
Controversial advertisement
provocative images, words or situations that utilize or refer
to taboo subjects
Goal: to shock or offend an audience to garner increased
processing of brand information*

6. Model Specification
theory
Feelings Aad
Attitude toward the
Brand is an individual
internal assessment of
the brand
Ab
Feelings are an internal
state affected by the
brand
Attitude toward
Advertising is a
favorable or
unfavorable evaluation
of an ad
PI
Purchase intention
can be defined as an
intentionally
committed action
(purchase) in relation
to the brand
Perception Sequence
Measuring Attitude toward the
Brand and Purchase Intentions
[Source: Spears, Singh, 2004]

7. Model Specification
modified theoretical framework
Personal Characteristics
Attitude toward
the Advertisement
Attitude toward
the Brand
Purchase Intension
Attitude toward
Discussion Topics
H1 H2 H3
H4.a H4.b H4.c
H1. «Attitude toward Discussion Topics leads to the formation of Attitude toward the Advertisement
using this Discussion Topic»
H2. «Attitude toward the Advertisement leads to adjustment of Attitude toward the Brand»
H3. «Attitude toward the Brand formed on the basis of Attitude toward the Advertisement using a
particular Discussion Topic influences Purchase Intention»
H4. «Personal Characteristics moderate the transitions:
a) from Attitude toward Discussion Topics to Attitude toward the Advertisement
b) from Attitude toward the Advertisement to Attitude toward the Brand
c) from Attitude toward the Brand to Purchase Intention»

8. Marketing based on the logic of Generational
cohorts is becoming one of the frequently used
tools for market segmentation
According to Generational theory, a generation
with a completely different set of values is born
about once every 20 years*
Millennials use reviews on social networks
before shopping and feel the responsibility for
sharing their experience on Internet
The idea of «buying» today’s consumers is
denied. Marketers and retailers have to put an
emphasis on empathy, deep understanding and
insight while working with Millennials**
“most diverse and influential
generation to date”
* Howe, Strauss, 1992
** Ordun, 2015
Significant percentage of
total population
Sociable and responsible
Earn money
Y
Secondary Data Review
Generation Y

9. Primary Data Collection
in-depth sociology expert interviews
OPTION 01
OPTION 01
OPTION 01
Freedom-related
discussion topics
gender; sexuality;
religion; nationality
inequality; independence;
injustice; self-expression
peace; sustainability; terrorism;
public issues management
Security-related
discussion topics
Identity-related
discussion topics
ENRIC BAS
PhD in Sociology.
Analyst, Consultant, Artist, Entrepreneur.
Professor of Foresight and Social Change &
Communication at the Faculty of Business Sciences,
University of Alicante, Spain.
MIKHAIL SINUTIN
PhD in Sociology.
Professor, Economic Sociology Department,
St. Petersburg State University, Russia.

10. Selected cases
Security-related topics
H&M – “More than a 10-year challenge”
United Colors of Benetton – “Unhate”

11. Selected cases
Identity-related topics
Calvin Klein – «I ____ in #mycalvins»
SuitSupply

12. Selected cases
Freedom-related topics
Reebok Russia – #нивкакиерамки
Diesel – SS14 Campaign

13. Graduate School of Management
2019
Security-related Global Case
Identity-related Global Case
Freedom-related Russian Case
Selected Cases
5 men, 5 women
aged from 18 to 35
living in the European part of Russia
In-depth Interviews: Global Cases Final Choice

14. Information Blocks
PC
Personal
Characteristics
AtDT
Attitude toward
Discussion Topics
AtAD
Attitude toward
the Advertisement
AtB
Attitude toward
the Brand
PI
Purchase
Intention
DTB
Demographics,
Traits and Behavior
Primary Data Collection
survey via SurveyMonkey

15. Russian representatives of
Generation Y - people aged
from 18 to 35 years living in the
European part of Russia
1 respondent - 2 case studies
min. 146 responses to each
case type (Russian & Global),
about half of each sex
representatives
PLS-SEM
Statistic Tests
Sampling, Data Collection
and Analysis
PLS SEM:
• reliable and valid result with small
sample
• high prediction accuracy
• formative constructs consideration
Sample
Case
Distribution
Quotas
Analysis
Method

17. Factors grouping via factor analysis: 60 questions forming
19 variables
Building models for Russian and Global Cases via WarpPLS
software
Alternate addition of control variables to the model (Gender, Religion,
Experience of Living Abroad, Case Encountering) verified via Mann-Whitney test
Studying descriptive statistics of statistically significant variables via two-
related samples (AtB and PI ‘before’ and ‘after viewing’)
Model
Construction
Control
Variables
Descriptive
Statistics
Step 5
Variables
Analysis Process

18. Factor Analysis
Social
Conditions
(SC)
Personal Protest
Potential
(PPP)
Inter-Ethnic
Relations
(IER1,2)
Gender
Roles
(GR1, GR2)
Sexuality
Demonstration
(SD)
Personal Values
& Brand Values;
CSR
Attitude toward
Discussion Topic
(AtDT)
α=0.793 α=0.720 – – α=0.709 – α=0.9
In general, I am satisfied
with my life
I feel like a happy person
Everything suits me in the
country in which I live
In the sphere of politics,
Russia is expecting positive
prospects in the coming
months
In the economic sphere,
Russia is expecting positive
prospects in the coming
months
I can influence what is
happening in Russia
I tend to participate in
public protests
My willingness to
participate in public
protests depends on the
problem on the agenda
I believe that there
are nations that
history itself has set
above other nations
(IER1)
I believe that people
in Russia have
become more
negative towards
migrants (or other
groups different from
them) than they were
several years
ago (IER2)
I believe that the role
of a woman is to be a
good mother and wife
(reversed) (GR1)
I believe that men now
have more
responsibility for the
household and for
children than it was
several years ago (GR2)
I believe that a defiant
appearance in public
places is unacceptable
I think that emphasizing
sexuality in clothes is
not appropriate
I strive to buy brands
that reflect my personal
values (PVBV)
For me, it is important
that the brands I
choose make a positive
contribution to society
besides providing good
service and
quality (CSR)
This topic is interesting to
me in general
This topic is important
This topic means a lot to
me
This topic worries me
This topic is essential in
our society
This topic does not
concern me (reversed)

19. WarpPLS Russian Case Model
AtDT
AtA
AtB
PI
Inter-Ethnic
Relations 2
Gender Role 1
Social
Conditions
Inter-Ethnic
Relation 1
Personal
Protest
Potential
Gender Role 2
Personal
Values – Brand
Values
Corporate
Social
Responsibility
Sexuality
Demonstration
β=.11
P=.05
NS
β=-.25
P<.01
β=-.13
P=.02
β=.19
P<.01
β=-.21
P<.01
NS
β=-.13
P=.03 R^2=.15
β=.40
P<.01
NS
NS
NS
β=.17
P<.01
R^2=.21
β=.78
P<.01
R^2=.62
APC=.002
ARS<.001
AVIF=1.385
GOF=.5
SPR=.714
SSR=1
NLBCDR=.821
Descriptive Statistics
«The brand is attractive» -1.06
«The brand is good» -0.99
«The brand is pleasant» -1.01
«The brand is conspicuous» 0.55
«I am ready to buy the products of this
brand»
-0.24
«I will choose this brand among other
alternatives»
NS

20. Descriptive Statistics AtB
Before After Δ
AtB2-AtB13 1,33 0,27 -1,06
AtB3-AtB14 1,4 0,41 -0,99
AtB4-AtB15 1,24 0,23 -1,01
AtB5-AtB16 0,25 -0,2 -0,45
AtB6-AtB17 0,37 0,92 0.55
AtB7-AtB18 0,78 0,16 -0,62
AtB8-AtB19 0,67 0,07 -0,6
AtB9-AtB20 1,27 0,73 -0,54
AtB10-AtB21 0,52 0,49 NS
Descriptive Statistics ’Before – After’
Descriptive Statistics PI
Mean B Mean A Δ
PI1-PI3 0,82 0,58 -0,24
PI2-PI4 -0,43 -0,44 NS

21. H1. «Attitude toward Discussion Topics leads to the formation of Attitude toward the Advertisement using this
Discussion Topic»
H2. «Attitude toward the Advertisement leads to the adjustment of Attitude toward the Brand»
H3.
«Attitude toward the Brand formed on the basis of Attitude toward the Advertisement using a particular
Discussion Topic influences Purchase Intention»
H4. 1. «Social Conditions moderate the transitions (a) from Attitude toward Discussion Topics to Attitude
toward the Advertisement» (P-value < 0.01)
2. «Personal Protest Potential moderates the transitions (a) from Attitude toward Discussion Topics to
Attitude toward the Advertisement»
3. «Inter-Ethnic Relations 1 moderates the transitions (a) from Attitude toward Discussion Topics to
Attitude toward the Advertisement»
4. «Inter-Ethnic Relations 2 moderates the transitions (a) from Attitude toward Discussion Topics to
Attitude toward the Advertisement»
7. «Sexuality Demonstration moderates the transitions (a) from Attitude toward Discussion Topics to
Attitude toward the Advertisement»
10. «PVBV influences Attitude toward the Brand»
Confirmed Hypotheses

22. Effects P-value, β/R2
Possible Interpretations
SC*AtDT-AtA
< 0.01
-0.25
SC indicates the level of happiness, life satisfaction, optimism toward the future. Lower is a respondent’s SC, closer a respondent is to social problems in
his or her life. That means that this person is more sensitized toward the topic.
PPP*AtDT-AtA
= 0.02
-0.13
The first possible explanation is that respondents did not understand the poster idea as a protest call because of the idea’s presentation itself. That is
why it showed an inverse relationship (β).
The second interpretation is that the main part of PPP is explained by the men part of the respondents (that is shown below in the Gender Russian
Case Model SPSS Descriptive Statistics), while feminism is a more women orientated protest tendency.
IER1*AtDT-AtA
< 0.01
-0.21
IER1 shows a person’s agreement on the nations’ superiority over others. It can be explained in several ways:
If a person accepts a nations’ historical superiority, he or she accepts men’s superiority as an evolutionary fact.
If a person accepts the nations’ historical superiority (thinks that his or her nation is superior as a psychological phenomenon), he or she rejects the
feminist movement as a foreign tendency not relevant in his or her country.
IER2*AtDT-AtA
= 0.05
0.11
IER2 shows the respondent's sensitivity to social tensions toward migrants (other groups). Greater sensitivity to current social tensions toward various
groups explains the better response to this topic included in the poster, as women are still largely minorities in Russian society in particular.
SD*AtDT-AtA
= 0.03
-0.13
The negative value of the coefficient indicates that sexuality demonstration does not directly mean the same that the idea of feminism for the
respondents.
If a respondent has a negative attitude towards the demonstration of sexuality, he or she is positive toward the topic of feminism in this poster, since
the topic of a sexual nature (oral sex) is touched upon.
PVBV*AtB
< 0.01
0.17
The reflection of a person’s personal values in the activity of the brand affects the attitude toward the brand.
AtDT*AtA*AtB*
PI
Ps < 0.05
βs > 0
AtA using a particular DT (inequality) influences AtB and affects PI. It can be supposed that the better the attitude toward the DT, the greater the
involvement in the DT, the more the desire to buy the products of the brand that uses this theme in the advertisement. This can be also connected with
the PVBV interpretation. The AtB and PI internal changes description is provided below via SPSS Descriptive Statistics.
Russian Case Model Conclusions

23. The Gender
Russian Case model
The Religiosity
Russian Case model
1. men are less involved in the DT (AtDT)
2. women demonstrate higher Purchase Intention level after
viewing the advertisement (PI After) that means a better
response
3. men consider being a good mother and wife as the role of a
woman to a bigger extent than women
1. the connection between religiosity and Social Conditions is
positive
2. the more people are religious, the less Sexuality
Demonstration is accepted by them
The Living Abroad Experience
Russian Case model
The Case Encounter
Russian Case model
1. people who had an experience of living abroad of a more
than 3 months duration are less positive toward Sexuality
Demonstration
2. people who lived abroad are less willing to agree with being
a good mother and wife as the role of a woman
3. probably, the notion of feminism differs in the mindset of
those who had this experience and those who didn’t
1. M-W test: Encounter with the Case toward PI – insignificant
2. M-W test: Encounter with the Case toward AtA – significant
3. M-W test: Encounter with the Case toward AtB after viewing
the advert – significant
4. the presence of a delayed effect in the perception of the
respondents
Russian Case Model Conclusions
Control Variables

24. WarpPLS Global Cases Model
AtDT
AtA
AtB
PI
Inter-Ethnic
Relations 2
Gender Role 1
Social
Conditions
Inter-Ethnic
Relation 1
Personal
Protest
Potential
Gender Role 2
Personal
Values – Brand
Values
Corporate
Social
Responsibility
Sexuality
Demonstration
β=-.11
P=.05
NS
R^2=.11
β=.66
P<.01
NS
NS
NS
R^2=.47
β=.79
P<.01
R^2=.64
NS
β=.2
P<.01
NS
NS
β=-.16
P<.01
NS
NS
APC=.002
ARS<.001
AVIF=1.298
GOF=.554
SPR=1
SSR=.929
NLBCDR=.750
AtDT
AtA
NS

25. Managerial Implications
“Controversial advertisement commercial efficiency is doubtful: in the short-term perspective it
raises the level of consumers’ attention, but in long-terms, it generally worsens the Attitude
toward the Brand, reduces the Purchase Intention, and does not increase Interest in the products.
However, a positive effect can be noted too: according to the AtB before and viewing the
advertisement descriptive statistics, controversial advertising helps to make the brand more
conspicuous and original in comparison with others.”
Russian Case Conclusion Global Cases Conclusion
Western advertisements are not associated with
discussion topics.
Controversial topics and advertising messages are seen
separately that provokes a more neutral reaction,
compared to the reaction triggered by the advertisement
targeting Russian audience. It is preferably to resort to the
advertising campaigns targeted locally.
Targeting on the principle of Generational Cohorts makes
sense for advertising with the use of discussion topics.
However, it must be implemented with caution and
pretests.
For preliminary testing, the approach formulated and
validated in this study is recommended if the topic to be
potentially used is not covered by the research results.

26. Limitations & Further Research
exploring other topics in more detail in order to be
able to reveal universal conclusions for any DT
comparing several advertising campaigns involving this
topic in order to draw objective conclusions without
this kind of bias due to the idea presentation
OPTION 01
including control variables with more than two answer
alternatives
studying federal level sample
OPTION 01
OPTION 01
OPTION 01
Variability of DT
under study
Control variables
measured by binary scales
DT on Inequality
represented by one case
Geographical limitation