- PAKISTAN ECONOMIC and SOCIAL REVIEW, Vol # 55, Issue # 2
- TESTING COGNITIVE-EXPERIENTIAL THEORY: EFFECT OF ECONOMIC VS FEAR APPEALS ON PERCEIVED VALUE AND AD EVALUATION OF SAVING SCHEMES ADVERTISEMENTS AND MODERATION OF NEED FOR COGNITION
TESTING COGNITIVE-EXPERIENTIAL THEORY: EFFECT OF ECONOMIC VS FEAR APPEALS ON PERCEIVED VALUE AND AD EVALUATION OF SAVING SCHEMES ADVERTISEMENTS AND MODERATION OF NEED FOR COGNITION
- ANJUM ZIA/
- SYED HASSAN RAZA/
- MONEEBA IFTIKHAR/
- December 31, 2017
Keywords
This article, examines moderating influence of need for cognition in the context of fear and economic benefits appeals in saving schemes advertising. This is to address a void in the research that is whether rational or emotional appeals in service-related advertising are positively evaluated. The study uses quasi-experimental 2 x (advertising appeals: economic benefit vs fear) 2 (need for cognition: economic benefits vs fear) factorial design on a sample of 100 employees. The findings suggest that fear appeals were found more positively related to the high need for cognition which resulted in more positive evaluation of saving scheme advertisements than economic benefit appeals. Theoretically, the study offers the applicability of the understudied dual-mechanism Cognitive-Experiential theory in advertising research. Practically, the study offers managerial implication for the Pakistani banks and insurance companies to improve promotional strategies related to the saving schemes.
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Author(s):
ANJUM ZIA
Associate ProfessorDepartment of Department of Mass Communication, Lahore College for Women University, Lahore
Pakistan
SYED HASSAN RAZA
LecturerLecturer at Department of Communication Studies, Bahauddin Zakariya University, Multan
Pakistan
MONEEBA IFTIKHAR
LecturerDepartment of Mass Communication, Lahore College for Women University, Lahore -Pakistan
Pakistan
Details:
Type: | Articles |
Volume: | 55 |
Issue: | 2 |
Language: | English |
Id: | 606d3bb5433d0 |
Pages | 569 - 593 |
Published | December 31, 2017 |
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