This study provides empirical evidence on how people perceive controversialadvertisement and sets up a list of the factors that are able to influence the reactionsof people exposed to controversial advertisement.Using theory to determine which factors could influence the reaction, we then testedour hypothesis by conducting a focus group and then confirming our findings with aninterview on a larger scale, and trying to determine the factors holding the greatestresponsibility for the reaction of someone when exposed to controversialadvertisement.We saw that internal factors such as gender, age and education play the biggest rolewhen looking at how you see the world, and how the world sees you, and thereforecan greatly influence how people react to controversial advertisement, but also thatexternal factors like one’s culture was of great importance too, as culture has thepower to shape an individual despite its personality and tastes.Our work paves the way to other sets of studies aimed at discovering how each ofthe factors play with one another to design one’s personality and reaction tocontroversial advertisement.