AROUSAL SAFETY LEADING TO PURCHASE INTENTION; THE ROLE OF MODERATING AND MEDIATING VARIABLES IN STRUCTURAL MODEL
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Keywords

Arousal safety
Humor in advertising
Purchase intention
Attitude towards the Advertisement
Attitude towards the brand

How to Cite

Hameed, I., Zainab, B. ., & Shamim, S. J. . (2018). AROUSAL SAFETY LEADING TO PURCHASE INTENTION; THE ROLE OF MODERATING AND MEDIATING VARIABLES IN STRUCTURAL MODEL . Journal of Social Sciences and Humanities, 57(2), 77–96. https://doi.org/10.46568/jssh.v57i2.33

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.

https://doi.org/10.46568/jssh.v57i2.33
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Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Copyright (c) 2018 Dr. Irfan Hameed, Bibi Zainab, Syed Jazib Shamim

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