When ads shock: subtle ways that disgust can shape our buying habits

In an op-ed for The Conversation, marketing professor at HEC Paris Business School L.J. Shrum examines the effects of "shockvertising" and the nuanced ways in which shocking images influence consumer behavior. He highlights how different types of disgust—moral and physical—trigger distinct subconscious responses, such as charitable donations or status-driven consumption, urging marketers to use such tactics thoughtfully.