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Influence of advertising design and featured product on consumer's perceived mood and evaluations

Hogenkamp, A.N. (2015) Influence of advertising design and featured product on consumer's perceived mood and evaluations.

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Abstract:Organizations devote a large amount of money to a marketing budget from which a designer develops an advertising mainly based on intuition, experience, a good eye for design and creativity. It is very important for designers to gain insight into the science of advertising. Which elements are used for a specific mood? Which elements are people more drawn to when viewing an advertisement? What is the relative influence of both design elements and a featured product? Which design combinations ensure positive advertisement evaluation? And does personality impact these issues? This Master Thesis provides insight into these questions in order to help designers substantiate their creative decisions. When doing so, organizations will better understand their decisions and increase their trust in the designer. And so, the following research question was formulated: “What is the relative influence of an advertisements design elements and featured product on the perceived mood and advertisement evaluations (attitude, price/quality perceptions, and purchase intentions) and to what extent does the consumers’ personality type impact this outcome? Firstly, a pretest was performed to reveal which design elements, including colors, shapes, lines, fonts, and images are perceived as extremely relaxed/calm/serious (introverted), and busy/enthusiastic/fun (extraverted). In addition, several beverages were mentioned as well, in order to examine which beverages elicit the most introverted and extraverted mood. These results were used in order to create the stimulus materials (four advertisements) for the main study. Thereafter, in the main study (N=173), advertising design (introverted vs. extraverted) and featured product (introverted: mineral water vs. extraverted: energy drink) were manipulated in a 2 x 2 between subjects design. The participant’s personality type (introverted vs. extraverted) served as the moderating variable. The perceived mood from the overall advertisement, attitude toward the advertisement, perceived quality and price, and purchase intentions were measured as dependent variables. The results provide several answers. Firstly, both the design elements and the featured product significantly influence the perceived mood derived from the advertisement, in which the design elements play a more dominant role. Secondly, both the design elements and the featured product influence the perceived quality, more specifically, the featured product plays a more dominant role. Furthermore, only a significant influence of the featured product is measured on the purchase intentions. Thereafter, an interaction effect between the design elements and the featured product revealed that design/product congruity positively influences the attitude toward the advertisement, in contrast to design/product incongruity. Finally, personality type showed no significant influence on these results. Based on these results several practical implications can be formulated for graphic designers. Beginning with the fact that both the design elements and featured product are very important when designing an advertisement. In addition, a visual fluent (design/product congruity) advertising leads to more positive evaluations. Finally, when keeping the target group in mind whilst designing an advertisement, personality type (introversion/extraversion) is not considered as one of the characteristics that should be taken into account. Apparently, both personality groups react roughly similar to the proposed advertisements used in this study.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/67040
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