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The impact of advertising appeals on consumers' perception of an ad in the context of technical products

Skupin, Karina (2017) The impact of advertising appeals on consumers' perception of an ad in the context of technical products.

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Abstract:The primary goal of this study is to identify the impact of certain advertising appeals on consumers perception of an advertisement and a presented product. Message appeal, endorser type, and endorser age are examined in terms of their impact on message credibility, ad attitude, product attitude, purchase intention, and word-of-mouth intention. Product knowledge was implemented as covariate. The implemented experiment used a 2x2x2 design. In this study, 18- to 28-year-old German participants were included. The results indicated a significant difference between the rational and the emotional message appeal. Implementing a rational message resulted in higher mean scores for all dependent variables. In contrast, no significant differences between expert and non-expert, as well as older and younger endorser were found. Further, it was controlled for effects of product knowledge on the outcome of the dependent variables. No significant differences were found. This study led to valuable insights into advertising appeals, since it revealed that the kind of message in an advertisement is more important than the characteristics of the endorser. This means that as long as a rational message is used in advertising, a younger, older, expert, or non-expert endorser can be used without influencing the effects of the ad.
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/74097
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