Controversial Advertising and the Role of Beliefs, Emotions and Attitudes: The Case of Spirit Airlines

Over the last 20 years, a growing number of articles have been published discussing the effect of controversial advertising content and appeal on consumer behaviors and attitudes. This research adds to the literature and focuses on the process by which controversial advertising affects consumer attitudes. The study examines the controversial advertising strategy of one company, Spirit Airlines. In particular, this research examines if beliefs about controversial advertising in general mediated by emotions impact individuals’ attitudes about Spirit Airlines’ controversial ads specifically. The sample included 234 students from a University in the Southeastern United States as well as members of the local community. Respondents completed part of the survey, assessing demographics, and general beliefs about controversial ads, before being presented with a series of Spirit Airlines’ controversial ads. After exposure to the advertisements, respondents completed the remainder of the survey assessing emotions as well as attitudes (cognitive and affective) resulting from exposure to the ads. Findings did not reveal evidence that individuals’ affective attitudes towards controversial ads are affected by general beliefs about this advertising strategy. However, the study did reveal a positive relationship between individuals' general beliefs and cognitive attitudes towards controversial ads. Additionally, positive and negative emotions did mediate the relationship between general beliefs and cognitive as well as affective attitudes.