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Arousal Safety Leading to Purchase Intention; The Role of Moderating and Mediating Variables in Structural Model

Author

Listed:
  • Hameed, Irfan
  • Zainab, Bibi
  • Shamim, Syed Jazib

Abstract

The effect of arousal safety has been analyzed on purchase intention, then attitude towards the advertisement and attitude towards the brand have been incorporated as intervening variables between the relationships. The interaction effect of self-monitoring and message arguments have also been taken in to consideration for better understanding of the consumer’s response. The data has been gathered from 206 respondents by using purposive sampling method. The research instrument was comprised of summated rating/additive scale (likert scale) and semantic differential scaling. Confirmatory Factor Analysis has been applied after the application of preliminary tests on the data. Structure Equation Modeling and moderation and mediation analysis have also been applied to test the hypotheses. Arousal safety in the advertisements shape consumers response and it proved to be a fully mediated model. Self-monitoring also probes the relationship. Message arguments haven’t had any affect as moderator, hence can be used as a focal predictor. The study is a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the effects of arousal safety in advertisements. The study extends the field of advertising in the direction of arousal safety (Humor) effects. In comparison to previous research, empirical evidence on the arousal safety in television advertising and purchase intention in relation with moderating and mediating variables is provided.

Suggested Citation

  • Hameed, Irfan & Zainab, Bibi & Shamim, Syed Jazib, 2018. "Arousal Safety Leading to Purchase Intention; The Role of Moderating and Mediating Variables in Structural Model," MPRA Paper 91848, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:91848
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    File URL: https://mpra.ub.uni-muenchen.de/91848/1/MPRA_paper_91848.pdf
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    References listed on IDEAS

    as
    1. Burke, Raymond R & Srull, Thomas K, 1988. "Competitive Interference and Consumer Memory for Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(1), pages 55-68, June.
    2. Lammers, H. Bruce & Leibowitz, Laura & Seymour, George Edw. & Hennessey, Judith E., 1983. "Humor and cognitive responses to advertising stimuli: A trace consolidation approach," Journal of Business Research, Elsevier, vol. 11(2), pages 173-185, June.
    3. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
    4. Goldberg, Marvin E & Gorn, Gerald J, 1987. "Happy and Sad TV Programs: How They Affect Reactions to Commercials," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 387-403, December.
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    Cited by:

    1. Hameed, Irfan & Brohi, Sanam & Shahab, Atif, 2020. "Impact of Proactive Personality on Career Adaptability and Their Intentions for Expatriate," MPRA Paper 109611, University Library of Munich, Germany.
    2. Wing, Albert & Wilk, Shaun, 2019. "Social Responsibility of Recycling," MPRA Paper 93842, University Library of Munich, Germany.

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    More about this item

    Keywords

    Arousal safety; humor in advertising; purchase intention; attitude towards the advertisement; attitude towards the brand;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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