The role of dreams of ads in purchase intention.

Abstract

While highlighting the significance of exposure to ads to explain consumer behavior, extant literature has so far disregarded the potential impact of dreams. Linking the current-concerns theory and the model of cognitive response to advertising, this study focuses on the impact of dreaming of ads on purchase intentions. To test the 3 research hypotheses proposed, a quantitative study was conducted with Iranian consumers, using individuals' retrospective self-assessment on the 3 variables of the study: exposure to ads, dreams of ads, and purchase intentions. Results were obtained using structural equation modeling analysis. The findings confirm that exposure to ads has a positive impact on purchase intention, comprising both direct and indirect effects through dreams of ads. In addition, it is shown that also dreaming about ads has a positive impact on purchase intentions. The article provides insights for researchers and practitioners interested in the effectiveness of advertising strategies and in the role of dreams for individuals.

The Role of Dreams of Ads and Exposure to Ads on Purchase Intention with The Moderation Effect of Price

“…Previous research shows that exposure to ads, dreams of ads, and purchase intentions influence each other. Previous research confirmed that Exposure to Ads has a positive impact on Purchase Intention, which also has direct and indirect effects on Dreams of Ads (Mahdavi, Fatehi Rad and Barbosa, 2019). Advertising is a dreamlike structure.…”

“…So in this study, socioeconomic factors are used as a consideration in the form of Price variables. In the two previous studies (Forest, 2016;Mahdavi, Fatehi Rad and Barbosa, 2019), the object of research is still too Fara Hajar Puspita Putri Tantri Yanuar Rahmat Syah 282 broad. The thing of research taken is consumers in a country in general.…”

“…The impact of exposure to ads received by customers has been widely carried out. Still, the effect studied on consumers' effects consciously has not been widely carried out (Mahdavi, Fatehi Rad and Barbosa, 2019).…”

“…Exposure to Ads received by the public affects society, such as a change in the Purchase Intention of customers exposed to advertisements (Lavidge and Steiner, 1961). Exposure to Ads affects consumers' subconscious, which causes the emergence of Purchase Intentions (Mahdavi, Fatehi Rad and Barbosa, 2019). Price is one of the variables in marketing that has a significant impact on influencing consumers' Purchase Intentions (Finch, Becherer and Casavant, 1998).…”

“…In a previous study, Mahdavi et al (2019), The variables of Exposure to Ads, Dreams of Ads, and Purchase Intentions have been investigated. However, according to Mahdavi et al (2019) in previous studies have not considered socio-economic factors. So in this study, socioeconomic factors are used as a consideration in the form of Price variables.…”