Volume 4, Issue 8 (12-2014)
JRSM 2014, 4(8): 73-86 |
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The influence of advertising appeal type on pleasure and consumers’ arousal in sport service. JRSM 2014; 4 (8) :73-86
URL: http://jrsm.khu.ac.ir/article-1-2216-en.html
URL: http://jrsm.khu.ac.ir/article-1-2216-en.html
Abstract: (6026 Views)
The purpose of this research was to investigate the influence of advertising appeal on pleasure and consumer’s arousal in sport service. Research method was the 3×2 between subjects quasi-experiment factorial design. The statistical population consisted of physical education and Non-physical education students at Tehran of university. 440 subjects were selected by using the stratified sampling. To data collection, From Russell & Mehrabian’s pleasure and arousal scale (1974), Zaichkowsky’s Personal Involvement Inventory (1994) were used. Their reliability obtained using the Cronbach's alpha 0.93, 0.90 and 0.89, respectively. The MANCOVA results indicated that a main effect of the advertising appeal on pleasure in subjects who have observed an affective appeal is more than subjects who have observed a cognitive appeal [F(1,879) = 10.637, P &le 0.001]. Moreover, the results indicated that a main effect of the advertising appeal on arousal in subjects who have observed an affective appeal is more than subjects who have observed a cognitive appeal [F(1,879) = 22.818, P &le 0.001].
Type of Study: Research |
Accepted: 2022/03/31 | Published: 2015/03/15
Accepted: 2022/03/31 | Published: 2015/03/15
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