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Degree of involvement , advertising appeals and product prices on the advertising effectiveness Empirical Study

Author: MengZuo
Tutor: PengYanQin
School: Suzhou University
Course: Applied Psychology
Keywords: Be involved Advertising appeals Price Advertising psychological effects
CLC: F224
Type: Master's thesis
Year: 2009
Downloads: 699
Quote: 5
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Abstract

Advertising in today's society is full of life in every corner of what kind of advertising appeals the most effective way of advertising, audience involvement of different levels of advertising effectiveness have any effect on the advertising industry and has been a hot issue in psychology research, while factors also affect the price of the product advertising effectiveness is one important factor, so involved in this study will explore different levels (high involvement, low involvement), different prices (high, low), different advertising appeals (rational appeals , emotional style appeals, rational appeals mixed emotions) three factors on the impact of advertising effectiveness, in order to discover the factors that affect advertising effectiveness. In addition, from the collected literature see, there are only few researchers ELM model empirical research, or confined to individual edge research clues, no further studies ELM model's overall use. ELM whether the model can explain the real problem is the problem of this study is to confirm that one. In this study, 312 randomly selected students were tested, using 2 × 2 × 3 three factors completely randomized experimental design, the use of the revised high involvement and low involvement Attitude Attitude Questionnaire, comparing different degree of involvement (high involvement, low volume income), different prices (high, low), different advertising appeals (rational appeals, emotional style appeals, rational appeals mixed emotions) on advertising effectiveness have different effects; and further explore the extent of involvement, the product prices, advertising appeals between whether there among interactions affect ads. The results showed that: a different degree of involvement on advertising effectiveness have a significant impact: high involvement and low involvement subjects were tested advertising attitude significant difference, both in the subjects emotional attitudes, cognitive or purchase intent on high than low involvement subjects involved subjects have a more positive attitude. 2, in the cognitive aspects, different prices a significant difference between: subjects on high product awareness was significantly higher than for the low-priced product awareness. 3, in the intention to buy, accept different advertising appeals were significant differences between the test: try to accept rational appeals were significantly higher purchase intention to accept emotional appeals of the subjects. 4, the extent and in the cognitive aspects involved significant interaction between product prices: the lower the price of the product, the high and low involvement subjects involved in cognitive differences between subjects greater; purchase intent, the high volume into high-priced products were tested for significantly higher purchase intention intention to buy low-priced products for low-priced products involved were tested for the purchase intention was significantly lower than for the low-priced product purchase intentions. 5, in the emotional aspects, the different prices and different advertising appeals significant interaction between. For the low-priced products, to accept emotion emotional appeals were tested scored significantly higher than the accepted way of being rational appeals trial. For high-priced products, three different appeals were tested under the emotional score no significant differences. 6, in the degree of involvement on purchase intention, price, advertising appeals of the three significant interaction: Further analysis showed that a high degree of involvement in high-priced products, try to accept rational appeals were significantly higher purchase intention to accept emotions demands subjects' purchase intention; health products for low-priced products, the acceptance of three different appeals were highly involved in the trial were not significantly different. Involved in the low level, for the high-priced products, accept the mixed appeals of the subjects was significantly higher than the purchase intention to accept emotional appeals of the subjects; For low-cost products, rational appeals to accept low-involvement subjects purchase intention was significantly higher than the accepted demands emotional appeal and acceptance of mixed low-involvement subjects. Rational appeals which were tested under the highest purchase intention, followed by mixed appeals, emotional appeals under the minimum.

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