FCK, we're sorry: self-construal, interpersonal closeness, and swearwords in brand communications

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dc.contributor.authorGrewal, Gurinder Singh
dc.contributor.authorUniversity of Lethbridge. Dhillon School of Business
dc.contributor.supervisorLafreniere, Katherine Carol
dc.date.accessioned2022-09-15T15:41:42Z
dc.date.available2022-09-15T15:41:42Z
dc.date.issued2022
dc.degree.levelMastersen_US
dc.description.abstractWhen might brands benefit from using swearwords in their communications material? This research theorizes and finds that the effect of a swearword in an advertisement on consumers’ attitudes towards the brand is moderated by the consumers’ self-construal. When the swearword was present (verses absent), those with an independent self-construal reported stronger interpersonal closeness and resultingly more favorable attitudes towards the brand. In contrast, those with an interdependent self-construal reported weaker interpersonal closeness and less favorable attitudes towards the brand. The study also assessed humour, credibility, and arousal as alternative explanations. The study contributes theoretically to the areas of marketing and psychology. It introduces a new mediator for the swearing effect and extends prior work on the relationship between self-construal and interpersonal closeness. This study also informs marketers by making recommendations for the use of swearwords in their communication material.en_US
dc.description.sponsorshipDhillon School of Businessen_US
dc.identifier.urihttps://hdl.handle.net/10133/6332
dc.language.isoen_CAen_US
dc.proquest.subject0338en_US
dc.proquest.subject0290en_US
dc.proquest.subject0708en_US
dc.proquestyesYesen_US
dc.publisherLethbridge, Alta. : University of Lethbridge. Dhillon School of Business
dc.publisher.facultyDhillon School of Businessen_US
dc.relation.ispartofseriesThesis (University of Lethbridge. Dhillon School of Business)
dc.subjectlinguisticsen_US
dc.subjectmarketingen_US
dc.subjectpublic relationsen_US
dc.subjectPRen_US
dc.subjectbrand communicationsen_US
dc.subjectswearwordsen_US
dc.subjectself-construalen_US
dc.subjectinterpersonal closenessen_US
dc.subjectIOSen_US
dc.subjectinterdependenten_US
dc.subjectindependenten_US
dc.subjectconstrualen_US
dc.subjectB2Cen_US
dc.subjectconsumer behaviouren_US
dc.subjectconsumer psychologyen_US
dc.subjecttransgressionsen_US
dc.subjectcrisis responseen_US
dc.subjectbrand crisisen_US
dc.subjectprofanityen_US
dc.subjectcommunicationsen_US
dc.subjectadvertisingen_US
dc.subjectbrand attitudesen_US
dc.subject.lcshMarketing
dc.subject.lcshCommunication in marketing
dc.subject.lcshPublic relations
dc.subject.lcshConsumer behavior
dc.subject.lcshSwearing--Public opinion
dc.subject.lcshAdvertising--Language--Psychological aspects
dc.subject.lcshObscene words--Psychological aspects
dc.subject.lcshBranding (Marketing)--Language
dc.subject.lcshPopular culture
dc.subject.lcshEnglish language--Obscene words
dc.subject.lcshTaboo, Linguistic
dc.subject.lcshConsumers--Attitudes
dc.subject.lcshSocial norms
dc.subject.lcshSelf-perception
dc.subject.lcshDissertations, Academic
dc.titleFCK, we're sorry: self-construal, interpersonal closeness, and swearwords in brand communicationsen_US
dc.typeThesisen_US
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