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Abstract
Advertising continuously advertise their products to “cut through the clutter” using advertisements that could be considered controversial. Such controversial ads may include advertising controversial products or using controversial appeal. Plenty of research has been conducted in western countries about advertising controversial products and what could be the consumers’ response to that. We don’t come across any such study in India which explores the behaviour consumers towards controversial product. This study is a replicatory study of Fam and Waller (2003) that attempt to bridge this gap by investigating the consumer opinion in the state of Punjab towards advertising controversial products.