Selective Perception
Selective perception is the process by which individual selects, organizes and evaluates stimuli from the environment to provide meaningful experiences for him- or herself. This means that people focus in certain features of their environment to the exclusion of others. The consumer automatically chooses which information to notice and this kind of selection is dependent of different perceptual filters which are based on the consumer's earlier experiences.
Long term branding issues should also be considered if using shock advertising as a communication method. Using shocking pictures could affect the way consumers perceive your brand and quality of your product. The ethics is always important to have in mind, and using fear or other strong messages might not always be the best and most effective method to use.
http://en.wikipedia.org/wiki/Shock_advertising
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