The effects of ad appeal, product social visibility, and dogmatism on attitudes

UM > Faculty of Business Administration > DEPARTMENT OF MANAGEMENT AND MARKETING

Status	已發表Published
	The effects of ad appeal, product social visibility, and dogmatism on attitudes
	Pornpitakpan, C.; Yuan, Y.; Maprasert, V.
	2017-12-01
Source Publication	Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for Impact
Publication Place	Melbourne, Australia
Abstract	This study examines the effects of emotional ad appeals, product social visibility, and dogmatism personality trait on attitudes toward the ad and the brand, using a 2 (ad appeals: ego-focused vs. other-focused) by 2 (product social visibility: low socially visible vs. high socially visible) by 2 (participants’ dogmatism: low vs. high) between-subjects factorial design. The results support most of the hypothesized interactions. For example, for low dogmatic people, an other-focused ad appeal induces more-favorable attitudes toward the ad and the brand than does an ego-focused ad appeal, regardless of the product social visibility. For high dogmatic people, an other-focused ad appeal induces more-favorable attitudes toward the brand than does an ego-focused ad appeal for a high socially visible product, whereas an ego-focused ad appeal induces more-favorable attitudes toward the brand than does an other-focused ad appeal for a low socially visible product. Contributions of the research and future research ideas are discussed.
Keyword	Emotional Ad Appeal Product Social Visibility Dogmatism
Language	英語English
The Source to Article	PB_Publication
PUB ID	35492
Document Type	Conference paper
Collection	DEPARTMENT OF MANAGEMENT AND MARKETING
Corresponding Author	Pornpitakpan, C.
Recommended Citation GB/T 7714	Pornpitakpan, C.,Yuan, Y.,Maprasert, V.. The effects of ad appeal, product social visibility, and dogmatism on attitudes[C], Melbourne, Australia, 2017.
APA	Pornpitakpan, C.., Yuan, Y.., & Maprasert, V. (2017). The effects of ad appeal, product social visibility, and dogmatism on attitudes. Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017: Marketing for Impact.

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