Introduction​: Market has saturated in the point where customers are facing advertising overload. For companies it can be difficult task to achieve attention among desired target audience. Millennials have become one of the most valuable target group that companies are aiming to target. One way to achieve attention is to do provocative advertising that aims to shock, or violate millennials norms, principles or social cause. Millennials is a special demographic group, compared to previous ones, baby boomers and generation X, since they are more resistant towards provocation. Thys, thesis stress the importance of exploring millennials emotional response when they are exposed to provocation. Purpose: ​The purpose of this paper is to explore Millennials ́ emotional response when exposed to provocative advertising. Research Questions: ‘​Which negative emotions provoke millennials?’ and ‘Which positive emotions provoke millennials?’ Theoretical Framework: ​Theory foundation is builded on provocative advertising and emotional response. Provocative advertising is divided into shock, and social cause. Emotional response concentrates on positive and negative emotions. Method: ​The authors of this paper used qualitative approach, deductive structure with explorative purpose that is aiming for in-depth information. Total amount of 8 semi-structured interviews were recorded. Information from interviews were further comprehended via coding schedule. Empirical Investigation: ​Empirical chapter presents the main patterns of information from interviews. Chapter is divided into negative and positive parts. This chapters are following the coding schedule structure where main chapters are divided into subchapters based on the sub-categories of coding schedule. Analysis: ​The analysis of the empirical investigation showed important information regarding millennials emotional response. Analysis presented that negative emotional response of fear, anger, sadness and disgust are evoked when millennials are exposed to provocative advertising. While emotional response of positive emotions, millennials expressed emotional response of contentment to provocative advertising. Thus, no emotional response of love, pride, or happiness was found. Conclusion: ​Conclusion of the thesis presented the important findings that millennials are more likely expressing negative than positive emotional response when they are exposed to provocative advertising. Thus emotional response of fear, anger, sadness, disgust or/and contentment were Millennials emotional response to provocative advertising.

Consumers are actively avoiding advertising, which has made the advertising landscape more challenging, resulting in the implementation of other strategies. Provocative advertising is a strategy implemented to make a strong impression on the consumers. However, the discussion of consumers becoming more and more resistant towards advertising lifts the question of provocative advertisement as an effective strategy. Digital natives is the part of the population who are the most exposed to information on online platforms, therefore the question of lessening of response to provocative advertisement from the digital natives is investigated. As emotional response previously has been used to understand the effect advertising elicits from consumers, the purpose of this research is to describe the emotional responses digital natives have towards provocative advertising. The empirical material gathered has been among digital natives in Växjö, Sweden, studying their emotional response towards the seven types of provocative advertising provided within the theoretical framework. The focus group consisted of four different gatherings, with six participants in each in order to create an understanding of how digital natives perceive provocative advertising and resulted in an understanding of the effectiveness of it. The results indicate that provocative advertising does evoke emotions. Specifically, the advertisements that include a cause or message evoked more emotions from the digital natives, and therefore is an effective strategy to implement from a practical perspective. The result also allowed for an understanding that digital natives expressed more resistance towards expressing their emotions rather than showing specific resistance towards the provocative advertising itself, which is recommended by this study for further research

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Text in English / As some criticism and hesitations have been expressed with regard to the implementation of provocation in psychotherapy, this study aimed to explore the experiences of clients and a therapist who participated in provocative psychotherapy. In order to do this, a concise theoretical description of the nature of provocative psychotherapy was provided along the lines of the work of Frank Farrelly and Maurizio Andolfi. Participants' experiences of provocation in psychotherapy were consequently presented by means of three case studies. A description of the experience of provocation in psychotherapy was co-created through the identifying of certain themes underlying of the three client groups' and the therapist's descriptions of their experiences. This was done by employing a qualitative research methodology to describe the experiences of clients and a therapist who participated in provocative individual-, couple- and family psychotherapy. / Psychology / M.A. (Clinical Psychology)

I en värld där konsumenten dagligen överöses av kommersiella budskap är det många gånger svårt, för att inte säga omöjligt, för företag att synas. Ett tuffare klimat kräver tuffare tillvägagångssätt, vilket har resulterat i nya marknadsföringsmetoder. En av dessa nya metoder är provokativ marknadsföring som vänder sig till betraktarens känslor genom provokation. Provokativ reklam och dess effekter på konsumenter har undersökts tidigare. Dessa studier har emellertid övervägande fokuserat på provokation i form av sexuella stimuli, varför det råder stor osäkerhet om hur andra provokationsformer i reklamsammanhang mottas av konsumenter. Som ett första led att ge råd i denna fråga har därför en kvalitativ studie med fokusgrupper som undersökningsmetod utförts, i syfte att identifiera vilken typ av känslor och attityder som väcks hos konsumenter när de exponeras för provokativ reklam innehållande andra element än sex, nakenhet och erotik. Fyra reklamfilmer innehållande provocerande element har studerats och resultaten visar att nämnd form av provokation väcker många känslor som är av både bipolärt och komplext slag. De attityder till avsändaren som uppstår har visat sig vara av främst positivt slag när ändamålet är gott. Vidare har provokativ reklam visat sig vara mer lämplig när målet är att uppnå erinran snarare än att informera om specifika produkter. / In a world where consumers are showered with commercial messages, being noticed is hard, not to say impossible. A tougher climate requires tougher approaches, which has led to new marketing methods. One of those new methods is provocative advertising, which appeals to the consumer’s feelings by means of provocation. Provocative advertising and its effects on consumers might have been studied before. However, those studies have mainly been focused on provocation in terms of sexual stimulus. How other provocations than those affect consumers are therefore associated with a lot of insecurity. As a first step in giving advice in this matter, a qualitative study with focus groups has been executed, with the aim of identifying which kind of feelings and attitudes take place in the consumers’ mind after being exposed for provocative TV commercials, including other elements than sex, nudity and erotic. Four TV commercials containing provocative elements have been studied and the results show that the kind of provocation mentioned above raises a lot of feelings which are both bipolar and complex. The attitudes to the sender that arises have appeared to be positive when it is for a good purpose. Provocative advertising furthermore appears to be more useful when the aim is to remind consumers rather than giving information about specific products.

Text in English / As some criticism and hesitations have been expressed with regard to the implementation of provocation in psychotherapy, this study aimed to explore the experiences of clients and a therapist who participated in provocative psychotherapy. In order to do this, a concise theoretical description of the nature of provocative psychotherapy was provided along the lines of the work of Frank Farrelly and Maurizio Andolfi. Participants' experiences of provocation in psychotherapy were consequently presented by means of three case studies. A description of the experience of provocation in psychotherapy was co-created through the identifying of certain themes underlying of the three client groups' and the therapist's descriptions of their experiences. This was done by employing a qualitative research methodology to describe the experiences of clients and a therapist who participated in provocative individual-, couple- and family psychotherapy. / Psychology / M.A. (Clinical Psychology)

<p>This study critically reviews four works of the artist Joanna Rytel with the intention to find out if and how she is provocative. In order to do that I have studied the reactions on these works, mainly through press material, which differs from letters to the editors and comments posted on discussion forums that's also been used. My conclusion is that Rytel provokes not just because of her choice of subject, but because of her concept of 'art' doesn't agree with the general public's, i.e. 'art' is supposed to be something merely beautiful. The journalists sometimes seems provoked by Rytel's ability to draw attention and have claimed that to be her main aim.</p>

This study critically reviews four works of the artist Joanna Rytel with the intention to find out if and how she is provocative. In order to do that I have studied the reactions on these works, mainly through press material, which differs from letters to the editors and comments posted on discussion forums that's also been used. My conclusion is that Rytel provokes not just because of her choice of subject, but because of her concept of 'art' doesn't agree with the general public's, i.e. 'art' is supposed to be something merely beautiful. The journalists sometimes seems provoked by Rytel's ability to draw attention and have claimed that to be her main aim.

The purpose with this thesis has been to see how interaction due to a campaign that led to reactions can be a trigger for individuals making comments and responding on social media. To see how interaction on a campaign that brought up reactions between individualsunfamiliar with each other. To see which positions that can be discovered. To see how interaction on social media can be understood through a social and a technical perspective. To see in what way interaction on social media can work as a way to define what you think or where you stand. And also to see what it is in Suitsupply ́s campaign that creates reactions and provocates. With focus on a qualitative method a content analysis was conducted on three social media sites, Facebook, Instagram and Twitter. With the gathered result it shows that campaigns in this case has created reactions on Facebook and Instagram can be a way for individuals to interact with one another. By commenting they clarify what they will say and which position they take. On the studied platforms the individuals has commented and the creation of interactivity has been understood by the chosen theory. The results showed that the interaction differs on Twitter.

This bachelor thesis aims to increase the knowledge of why companies use provocative marketing. To do so, theories that are relevant to the study have been useful, which later arose in relation to opinions of specialists in the subject of marketing. The method of the study is structured through a qualitative study using interviews and already established theories to fulfil the purpose of this study, therefore the study is inspired by an abductive research approach. The conclusion of the study is that the results suggest that companies using provocative marketing in their way of communication on the marketplace are aware of the risk and rewards that comes with such a method of use. Based on the specialists who answered the interview questions, and established theories, for companies to possess knowledge of the risks and rewards that comes with using provocative marketing, makes it relevant to conclude and therefore assume, that the rewards clearly outweigh the risks that comes with such a method of choice when it comes to marketing. / Problemfrågeställning: Vilka konsekvenser kan provokativ marknadsföring resultera i för företag? Syfte: Syftet med studien är att bidra med ökad förståelse om varför företag använder sig av provokativ marknadsföring. Metod: Studien är uppbyggd genom en kvalitativ undersökning med intervjuer som grund för empirin samt är inspirerad av en abduktiv metodansats. Slutsats: Resultatet av studien indikerade på att olika företag använder sig av provokativ marknadsföring då det är ett användbart verktyg för att differentiera sig på ett trafikerat reklamlandskap och därmed sticka ut. Riskerna som användning av provokation inom marknadsföringen medför för olika företag hamnar således i skymundan av de gynnsamma resultat detta istället kan leda till. Utifrån den insamlade empirin i form av intervjuer som sedan sattes i relation med olika teorier. Så går det att dra slutsatsen att olika företag använder sig av provokativ marknadsföring då det vid rätt tillämpning oftast ger bra resultat. Framförallt i en sådan kontext där olika företag vill sticka ut och därmed blir provokation i deras marknadsföring en användbar metod.