Lex Localis (2025) — Guerrilla advertising & consumer buying behavior

Summary:

This paper from researchers at St. Peter’s Institute of Higher Education and Research, published in Lex Localis – Journal of Local Self-Government, tests whether guerrilla advertising (unusual, low-cost, attention-grabbing ads) changes how consumers buy.

The study is a questionnaire survey. The authors handed out 230 questionnaires and got 200 usable responses, collected by convenience sampling, mostly at a university and on public promenades. Answers were given on a 1–5 agreement scale. The paper calls its design causal, but it reports survey statistics, a correlation and a simple regression model, not an experiment.

Key findings:
• Guerrilla advertising is linked to higher buying-behaviour scores, with a moderate positive correlation of about 0.46–0.47 (p reported as 0.000).
• Respondents rate both measures above neutral: about 3.65 for guerrilla advertising and 3.78 for consumer buying behaviour.
• The guerrilla advertising scale is reliable enough (about 0.71), while the buying-behaviour scale is slightly weaker (about 0.68–0.69).
• The authors conclude that creative, low-cost ads can shape awareness, attitudes and purchase actions.

Margin notes:
This is a small academic study with no vendor interest, but its numbers need care. The paper is internally inconsistent: it mentions both 230 and 250 questionnaires, the number of scale items changes between sections, and some results are repeated with slightly different values. The convenience sample is not representative, answers are self-reported rather than actual purchases, and the correlation-based method does not support the cause-and-effect claim the authors make.