Research for Advertising Decision: A Study on Advertisement and Consumer Behavior from an Information Processing Perspective - Couverture souple

Chattopadhyay, Tuhin

Couverture souple

ISBN 10 : 3845410159 ISBN 13 : 9783845410159

Editeur : LAP LAMBERT Academic Publishing, 2012

Synopsis

Since advertisers increasingly seek greater communication effectiveness, knowledge of consumers’ advertising preferences is becoming essential in the designing of advertising message. The book assesses the influence of information presentation format in terms of advertising appeal and advertising execution style on consumer’s preference of advertisement. Preferences of advertisements change with age and sex. The purpose of this study is to find out the advertising preference of every consumer segment differentiated by age and sex and further explore whether there exists any pattern in the change of advertising preferences through age and sex. The hypothesis stating that the attention, comprehension, retention, attitude and purchase motivation of consumers generated during advertising exposure will remain same in different advertising appeals (rational appeal and emotional appeal) and with different advertising execution styles (animation, slice of life, testimonial, demonstration, fantasy, informative, scientific/ technical evidence, comparison, personality symbol, dramatization) was tested in a 2 x 10 within-subjects MANOVA design for each of the target segment.

A propos du livre

À propos de l'auteur

Dr. Tuhin Chattopadhyay works extensively in the area of business and social research. With a strong foundation in the philosophy of research, he addresses the ontological, epistemological and methodological questions through his research and arrests them with an expertise in applied statistics and sound domain knowledge of consumer behavior.

Détails de l'édition

• Éditeur: LAP LAMBERT Academic Publishing
• Date d'édition: 2012
• Langue: anglais
• ISBN 10: 3845410159
• ISBN 13: 9783845410159
• Reliure: Broché
• Nombre de pages: 300
• Coordonnées du fabricant: non disponible
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