Females Are More Rational! How Consumer Expertise Moderates Attitude toward Advertisements. Issue 3 (24th February 2022)

• Record Type: Journal Article
• Authors: Bukhari, Syed Arsalan Haider; Ul Haq, Junaid; Ishfaq, Muhammad; Ali, Azmat
• Is Part Of: Journal of promotion management. Volume 28:Issue 3(2022)
• Page Start: 359
• Page End: 378
• Publication Date: 2022-02-24
• Subjects: Advertisement appeals -- consumer expertise -- word of mouth -- information quality; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2021.1989538
• Languages: English
• ISSNs: 1049-6491

Abstract

Abstract: This research aims to know the impact of advertisement appeals in the service and product sector and gender. This study fulfilled the gap by comparing these appeals (emotional vs rational) to develop an attitude toward ads that generate Word of mouth and the influence of information quality and visuals and moderation of consumer expertise. This research comprises experimental design by collecting data from five universities in Pakistan by displaying the social media poster advertisements to the participants. The present study postulates that rational appeals are more capable, while females are more rational and create more Word of mouth. Female ads must have rational content, and advertisers should consider it. While researchers must need to consider information quality and consumer expertise as core constructs in the advertising literature.