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Role of Psychological Factors on Advertising Effectiveness

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  • Mohadese Ghayoomi Javinani
  • Shahab Alddin Shokri

Abstract

The main purpose of this research was to investigate effecting psychological factors on advertising effectiveness in case of Samsung Television. In this line, advertising attitude and advertising involvement were measured as indicators of effectiveness. This research is quantitative in its nature and applied in kind. The research population was consisted of 305 respondents who were selected by hazardous sampling. A questionnaire was developed as the research instrument and validity of it was confirmed by the research committee. Results showed that there was no any significant relationship between need for cognition and advertising attitude, as well as advertising involvement. In addition there was no relationship between affective intensity and advertising attitude, as well as advertising involvement.

Suggested Citation

  • Mohadese Ghayoomi Javinani & Shahab Alddin Shokri, 2014. "Role of Psychological Factors on Advertising Effectiveness," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(10), pages 449-454, October.
    • Handle: RePEc:hur:ijarbs:v:4:y:2014:i:10:p:449-454
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    References listed on IDEAS

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    3. Llonch, Joan & Eusebio, Rossano & Ambler, Tim, 2002. "Measures of Marketing Success:: A Comparison Between Spain and the UK," European Management Journal, Elsevier, vol. 20(4), pages 414-422, August.
    4. Greenwald, Anthony G & Leavitt, Clark, 1984. "Audience Involvement in Advertising: Four Levels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(1), pages 581-592, June.
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