Impact of Advertising Appeals on Purchase Intention

Jovanović, P.; Vlastelica, Tamara; Kostić, Slavica Cicvarić

doi:10.7595/management.fon.2016.0025

Cited by 17 publications

(14 citation statements)

References 16 publications

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“…The functional values that consumers will obtain with the purchase of the product are shown. In summary, this advertising style focuses on the performance, quality, and functional advantages of the product (Jovanović et al, 2016).…”

Section: Advertising Design Based On Product Typementioning

confidence: 99%

Reklamlarda İnsan Görseli̇ Kullaniminin Ürün Türü Ve Ci̇nsi̇yete Göre Tüketi̇ci̇ni̇n Di̇kkati̇ne Etki̇si̇: Bi̇r Göz Taki̇p Çalişmasi

Delen¹,

Ilter²

2021

PPAD

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In today's competitive marketing environment getting through the clutter to get the customer's attention is very important. It could be said that the first purpose of a successful advertisement is to get the attention of the consumer since it would not be possible to talk about purchase motivation without establishing the attention of the consumer. For this purpose, having a better understanding of the factors that have the potential to make advertisements more attractive is important. Thus, the purpose of this study was to identify if the usage of human images in advertisements changed areas of interest towards advertisements and if gender and the advertised product type (hedonic or utilitarian) influenced the findings. For this purpose, an eye-tracking technique was carried out on 42 volunteers. Findings suggested that the use of human images for hedonic product advertisements shorten the time to the first fixation; however, it has been determined that visual elements without human images for utilitarian product advertisements have been noticed more quickly for both female and male participants. Thus, it may be more effective to design hedonistic product advertisements by using human images and utilitarian product advertisements without human images. The usage of human image plays a distraction role for utilitarian product advertisements.

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Section: Advertising Design Based On Product Typementioning

confidence: 99%

Reklamlarda İnsan Görseli̇ Kullaniminin Ürün Türü Ve Ci̇nsi̇yete Göre Tüketi̇ci̇ni̇n Di̇kkati̇ne Etki̇si̇: Bi̇r Göz Taki̇p Çalişmasi

Delen¹,

Ilter²

2021

PPAD

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“…Appeal, as the fundamental element of a creative advertising strategy, has been studied extensively. It can be used as a basis to attract the attention of potential consumers to an advertised message, thereby influencing their awareness, beliefs and attitudes towards the advertised product and consequentially their purchase intention (Jovanović et al, 2017). While defining appeal in relation to advertising, Belch and Belch (2004) maintain that it refers to the approach used to draw the audience's attention, motivate and create an interest (Moriarty, 1991) and influence feelings for the advertised object (Jovanović et al, 2017).…”

Section: Advertising Appealmentioning

confidence: 99%

“…After reviewing previous studies, including ones addressing rational or emotional appeals that are widely used in non-environmental advertising (see Grigaliunaite and Pileliene, 2016;Jovanović et al, 2017;Zhang et al, 2014), it is evident that many other appeals have been developed for environmental advertising. These include green appeals (Chen and Chiu, 2016), guilt appeals (Hartmann et al, 2014;Noble et al, 2014), environmental threat appeals (Hartmann et al, 2014), fear appeals (Chen, 2016), functional, fact-based appeals, image-based emotional appeals, as well as a mixed-type appeals combining functional and emotional appeals (Noble et al, 2014;Schmuck et al, 2018).…”

Section: Advertising Appealmentioning

confidence: 99%

“…Regarding the design of environmental advertisements, theories of advertising creativity argue that creativity is the "soul" of an advertisement and plays an important role in advertising effectiveness by virtue of the creative presentation of information and the generation of creative appeal (e.g., Jovanović et al, 2017). According to theories of advertising creativity, environmental advertisements can be divided into two categories by their overall creativity level: one category is "creative advertising" that is rated as creative by the general public or that has won professional awards competitively; the other category is "common" or "standard" advertising that is rated as less creative or that has not won professional awards (see Shen et al, in press-b).…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The impact of advertising creativity, warning-based appeals and green dispositions on the attentional effectiveness of environmental advertisements

Shen

Ball

et al. 2020

Journal of Cleaner Production

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Accompanying the growing call for ecological sustainability, environmental advertising is playing an increasingly important role in green marketing to foster environmental concern and pro-environmental behavior. The present study examined the impact of two factors on people's selective attention to green advertisements: advertising creativity (by comparing creative vs. standard advertisements) and appeal type (by comparing warning-based vs. vision-based appeals). The study also investigated the association between advertising effectiveness and individual differences in levels of green dispositions, including environmental concern and value orientation.To explore these issues the study employed a Rapid Serial Visual Presentation paradigm to measure the magnitude of the "attentional blink" arising from people attending to environmental advertisements of varying creativity and appeal type. Findings revealed a significant attentional blink effect for environmental advertising (indicative of heightened selective attention) that was greater for creative advertisements than standard advertisements. A significant association was also found between the magnitude of the attentional blink and dispositional differences in environment-related altruistic value. Results extend previous findings relating to the attentional blink as an index of advertising effectiveness, and shed light on the importance for green marketing of advertising creativity, advertising appeal and environmental value.

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“…In [3], the effect of word of mouth on consumer marketing behavior was examined based on preliminary data collected from the population of some cities, and the results revealed the effect of word of mouth on marketing of various commercial products. For more information and results see [4,5].…”

Section: Introductionmentioning

confidence: 99%

Bifurcation Analysis of Time-Delay Model of Consumer with the Advertising Effect

et al. 2021

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Given the economic importance of advertising and product promotions, we have developed a diffusion model to describe the impact of advertising on sales. The main message of this study is to show the effect of advertising diffusion to convert potential buyers into actual customers which may result in persistent alteration in marketing over time. This work is devoted to studying the dynamic behavior of a reaction-diffusion model and its delayed version with the advertising effect. For the non-delay model, it is proven the existence of Hopf bifurcation. Moreover, the stability and direction of bifurcation of periodic solutions are detected. On the other hand, we consider there is a lag for responding of potential buyers to the advertising. Therefore, the time delay τ is deemed as an additional factor in the diffusion model. We have determined the critical values for the delay parameter that yield periodic solutions. Furthermore, the direction and the stability of bifurcating periodic solutions is studied. For supporting the theoretical analysis and demonstrate complex dynamic behaviors, numerical simulations including families of periodic curves are given.

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Impact of Advertising Appeals on Purchase Intention

Cited by 17 publications

References 16 publications

Reklamlarda İnsan Görseli̇ Kullaniminin Ürün Türü Ve Ci̇nsi̇yete Göre Tüketi̇ci̇ni̇n Di̇kkati̇ne Etki̇si̇: Bi̇r Göz Taki̇p Çalişmasi

Reklamlarda İnsan Görseli̇ Kullaniminin Ürün Türü Ve Ci̇nsi̇yete Göre Tüketi̇ci̇ni̇n Di̇kkati̇ne Etki̇si̇: Bi̇r Göz Taki̇p Çalişmasi

The impact of advertising creativity, warning-based appeals and green dispositions on the attentional effectiveness of environmental advertisements

Bifurcation Analysis of Time-Delay Model of Consumer with the Advertising Effect

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