Attitude of Pakistani Male Muslims toward Advertisements of Condoms and Its Relation with Behavioral Intention

Abstract

Along with other factors affecting human behavior, mass media advertising is a very useful tool to influence condom use, on a large scale. But, one important issue related to advertisements is controversial advertising. It is observed that when the advertisements are perceived controversial by people, such advertisements create negative effects not only on product or brand, but also affect the organizational reputation. Pakistani Muslims do not like advertisements that contain sexual contents and such sort of dislikeness leads to a negative attitude towards the behavioral intention. It is evident that there is a relationship between attitude toward advertisements and behavioral intention, but there is still an extreme lack of research articulating relationship between attitude toward controversial advertisements and behavioral intention. Scholars also suggested that there is a need to consider and investigate what are the nature of consumers in controversial & offensive ads and how do they respond to controversial ads differently.