Hemlata 4

A STUDY OF CONSUMER ATTITUDES TOWARDS
ADVERTISING APPEALS USED IN TELEVISION

COMMERCIALS
THESIS
Submitted for the Fulfilment of the Requirement
for the Award of the Degree of
DOCTOR OF PHILOSOPHY
IN MANAGEMENT
By
AJEET SHARMA
(297/ Ph.D/ USMS/2007)
Under the Supervision of
Dr. MEENAKSHI HANDA Dr. AJAY PANDIT

Professor Professor (Retd.)
University School of Management Studies Faculty of Management Studies
Guru Gobind Singh Indraprastha University University of Delhi
New Delhi Delhi
(Supervisor) (Joint Supervisor)
UNIVERSITY SCHOOL OF MANAGEMENT STUDIES

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY
SECTOR – 16C, DWARKA, NEW DELHI
2017
Guru Gobind Singh Indraprastha University, Sector-16 C, Dwarka, New Delhi-110078
All Rights Reserved
CERTIFICATE
This is to certify that the work embodied in the thesis entitled, ‘A Study of
Consumer Attitudes towards Advertising Appeals Used in Television
Commercials’, submitted by Mr Ajeet Sharma (297/Ph.D/USMS/2007) to the
University School of Management Studies, Guru Gobind Singh Indraprastha
University, New Delhi for the award of the Degree of Doctor of Philosophy in
Management is a record of bonafide research carried out by him under our
supervision and guidance. This thesis has not been submitted in full or part for the
award of any other diploma or degree of this or any other University in India or
abroad.
Dr. MEENAKSHI HANDA Dr. AJAY PANDIT

Professor Professor (Retd.)
University School of Management Studies Faculty of Management Studies
Guru Gobind Singh Indraprastha University University of Delhi
New Delhi Delhi
(Supervisor) (Joint Supervisor)
Forwarded by
Prof. (Dr.) SANJIV MITTAL

Dean
University School of Management Studies
Guru Gobind Singh Indraprastha University
New Delhi
ACKNOWLEDGEMENTS
I would like to express my deepest gratitude to my Supervisor, Prof. Meenakshi

Handa, University School of Management Studies, Guru Gobind Singh Indraprastha
University, Delhi, without whose guidance I would not have managed to reach this
milestone of successful completion and submission of my PhD thesis. I thank her for
her precious time in all these years and for orienting me into the world of advanced
research. The learning – I am sure – will reward me immeasurably in times to come.
I am sincerely grateful to my Joint Supervisor, Prof. (Retd,) Ajay Pandit, Faculty of

Management Studies, University of Delhi, whose continuous support and valuable
guidance have enabled me to reach this destination in my academic journey.
My special thanks to Prof Sanjiv Mittal, Dean, University School of Management

Studies, whose exceptional pieces of advice brought new dimensions to my research
study.
I also acknowledge and appreciate the suggestions and warm support of all other
faculty members of the University School of Management Studies.
I can‟t thank enough all those who helped me in the data collection process, including
the respondents of the study whose contribution to this study is enormous.
I thank my family, including my two kids, Molli and Anshumaan, for being
considerate enough and allowing me a long academic solitude. And lastly, I dedicate
this thesis to my father, who often said, „There are no shortcuts to success!‟
Ajeet Sharma
(297/Ph.D/USMS/2007)
ABSTRACT
Consumer attitudes and behaviour have been transforming at a rapid pace in India in
recent years. Consumer attitudes towards marketing promotion, including advertising,
have also been evolving. This transformation is being ascribed to a host of factors.
Demographic changes such as rising incomes and education and a more youthful
population are one such set of factors. Technological innovation and higher exposure to
mass media by a larger section of the population are another set of forces impelling
change in consumer decision-making styles and their response to marketing stimuli
such as advertising.
India is currently one of the most preferred business investment destinations. In the
recent past, there has been a significant growth in the foreign direct investments across
various sectors in India. A positive consumer sentiment has further added to the market
potential. Firms have substantially increased their promotional spends, thereby
contributing to the overall clutter in the marketspace. In order to improve their return on
advertising expenditure, it is imperative that marketers and advertisers revisit their
approaches to target their markets. In order to do so they must garner deeper insights
into consumer attitudes and responses to their advertising messages. This is essentially
required of them to devise and implement a fresh approach in the area of advertising.
It cannot be overemphasised that the advertising appeal employed is the most important
aspect of any advertisement. However, a challenge for the advertisers is to identify the
appeal, which is most likely to strike a chord in the target audience, as consumer
demographics, personality traits and decision-making styles vary and these differences
are likely to be reflected in their responses to various advertising appeals. This study
addresses this concern by conducting a research focussing on the consumer attitudes
towards the advertising appeals used in television commercials.
At present, among all the media classes, television receives the highest advertising
expenditure from the advertisers in India. It is expected that these ad spends will
continue to grow further in the near future, resulting in more competition and clutter in
the medium.
The purpose of the present research is to study consumer attitudes towards various
advertising appeals and to examine the relationship between these attitudes and a set of
antecedents, namely consumer demographics, consumer judgements about and feeling
from the advertisements, consumer personality traits, consumer decision-making styles,
attitude towards the brand before ad exposure, and purchase intention before ad exposure.
Primary data for this study was collected in five phases using five sets of samples. The
respondents targeted for the purpose of the study were aged between 21 and 60 years,
and with household income between Rs 3.5 lakh p.a. and Rs 18.5 lakh p.a. Based on the
TAM data available, four out of the top ten most advertised product categories – cars,
smartphones, life insurance, and cellular service – were covered by this study. Four of
the samples comprising 327, 310, 319 and 302 respondents respectively, were exposed
to two television commercials in one product category each – one with mainly rational
appeal and the other with mainly emotional appeal – and the responses were collected
with the help of a questionnaire. The responses related to the respondents‟ judgements
about and feelings from the commercials, their attitude towards the advertising appeals
used in the commercials, and their attitude towards the advertised brand. Data on
respondent demographics, personality traits, and decision-making styles was also
collected. In the case of the fifth sample comprising 297 respondents, two television
commercials, each with a social dimensional appeal (appeal based on a social cause),
were shown to the respondents and data were collected using the same questionnaire.
The data was analysed with the help of SPSS using statistical tools such as t test,
analysis of variance, Pearson correlation analysis, and multiple regression analysis.
The findings of the study confirm that there is a relationship between the respondents‟
judgements about the advertisement and their attitude towards the advertising appeals
used in the commercials. Also, there is a relationship between the respondents‟ feelings
from the advertisement and attitude towards the advertising appeals. However, for a
rational appeal commercial, the relationship between the respondents‟ judgements and
attitude towards the appeal is stronger than that between their feelings and attitude
towards the appeal. Similarly, for an emotional appeal commercial, the relationship
between the respondents‟ feelings and attitude towards the appeal is stronger than that
between their judgements and attitude towards the appeal.
The study finds that there are significant relationships between respondents‟
demographics and attitude towards the advertising appeal. Thus, the attitude towards the
social dimensional appeal of male respondents is more positive than that of the female
respondents. Also, there is an inverse relationship between age and attitude towards the
advertising appeal across the rational and emotional appeals. However, there is a
positive relationship between age and attitude towards the social dimensional appeals.
Significant relationships are also found between respondents‟ personality traits and the
attitude towards the advertising appeals used in the commercials. The higher the
extraversion trait in a respondent, the more positive is his or her attitude towards the
emotional appeals. Respondents with a high level of conscientiousness, though have a
more positive attitude towards rational appeals. Similarly, there is a positive
relationship between emotional stability and attitude towards rational appeals. The more
agreeable a respondent is, the more positive is his or her attitude towards the social
dimensional appeals. The same is also concluded in the case of respondents with the
personality trait of openness to experience.
The study finds significant relationships between respondents‟ decision-making styles

and the attitude towards the advertising appeals. Respondents who are highly brand
conscious have a more positive attitude towards the rational or social dimensional
appeal. While there is an inverse relationship between price-value consciousness and
attitude towards the emotional appeals, highly impulsive respondents form a more
favourable attitude towards such appeals.
There is a positive relationship between attitude towards the emotional or social

dimensional appeals and attitude towards the brand after ad exposure. In general, it is
the emotional or social dimensional appeals, which are liked more by the respondents.
The study provides important insights into consumer attitudes towards various
advertising appeals used in television commercials and the relationship between these
attitudes and various antecedents, as well as the relationship between these attitudes and
attitude towards the brand. The study makes an important contribution to the extant
literature in the field. Based on the findings of the study a set of recommendations have
been made which may be of immense value to the advertisers in selecting the right
appeal for their audiences and making their commercials more effective.
TABLE OF CONTENTS
Page No.
List of Tables i-viii

List of Figures ix
Chapter 1: Introduction to the Study 1

1.1 The New Consumer and Business Environment 1
1.2 The Growth in the Advertising Expenditure 3
1.3 Advertising Appeals and the Selection Criteria 6
1.4 Research in the Area of Advertising 7
1.4.1 Advertising Appeals 7
1.4.2 Formation of Attitude towards the ad 8
1.4.3 Other Independent Factors in relationship with Attitude towards
the ad 9
1.5 Justification for the Study 10
1.6 Research Methodology 11
1.7 Organisation of the Thesis 11
Chapter 2: Review of Literature 12

2.1 Advertising Appeals 12
2.1.1 Rational and Emotional Advertising Appeals 13
2.1.2 Informational and Transformational Advertising Appeals 15
2.1.3 Value-expressive and Utilitarian Appeals 17
2.1.4 Advertising Appeal and Type of Product 17
2.1.5 Social Dimensional Appeals 19
2.2 Attitude-toward-the-ad Model 20
2.3 Cognitive Responses to the Ad or Judgements-about-the-ad 22
2.4 Affective Responses to the Ad or Feelings-from-the-ad 23
2.5 Attitude towards the Advertisement 26
2.6 Attitude-towards-the-Brand 27
2.7 Brand Usage 29
2.8 Purchase Intention 29
2.9 Elaboration Likelihood Model 30
2.10 Demographics and Advertising 33
2.11 Personality Traits and Advertising 34
2.12 Consumer Decision Making Styles and Advertising 40
Chapter 3: Hypotheses and Research Methodology 44

3.1 Definition/ Meaning of Key Terms 44
3.2 Research Objectives 45
3.3 Classification of Advertising Appeals 46
3.4 Attitude towards the ad 48
3.5 Research Hypotheses 48
3.5.1 Demographics and Attitude-towards-the-Advertising-Appeal 49
3.5.2 Judgements-about-the-ad and Attitude-towards-the-Advertising-
Appeal 50
3.5.3 Feelings-from-the-ad and Attitude-towards-the-Advertising-
Appeal 50
3.5.4 Personality Traits and Attitude-towards-the-advertising-Appeal 51
3.5.5 Consumer Decision-making Styles and Attitude-towards-the-
Advertising-Appeal 52
3.5.6 Pre-exposure Attitude-towards-the-Brand and Attitude-towards-
the-Advertising-Appeal 55
3.5.7 Prior-Purchase-Intention and Attitude-towards-the-Advertising-
Appeal 55
3.5.8 Attitude-towards-the-Advertising-Appeal and Post-exposure
Attitude-towards-the-Brand 55
3.6 The Conceptual Model for the Study 56
3.7 Research Methodology 56
3.7.1 Selection of Television Commercials 56
3.7.2 Description of the Television Commercials 58
3.7.3 Data Collection Method and Sampling 60
3.7.4 Administration of Questionnaire 61
3.8 Development of the Data Collection Instrument 63
3.8.1 Pre-exposure Screening Question 65
3.8.2 Demographics 65
3.8.3 Pre-exposure Attitude-towards-the-Brand 67
3.8.4 Prior-Purchase-Intention 67
3.8.5 Post-exposure Screening Question 67
3.8.6 Judgements-about-the-ad 67
3.8.7 Feelings-from-the-ad 68
3.8.8 Attitude-towards-the-ad 68
3.8.9 Post-exposure Attitude-towards-the-Brand 68
3.8.10 Personality Traits 69
3.8.11 Consumer-Decision-Making-Styles 69
3.9 Data Analysis 69
3.9.1 Factor Analysis 69
3.9.2 Reliability Test 70
3.9.3 Descriptives 70
3.9.4 t test 70
3.9.5 One-way Analysis of Variance 71
3.9.6 Pearson Correlation 71
3.9.7 Multiple Regression Analysis 72
Chapter 4: Survey Findings 73

4.1 Product Category: Cars 73
4.1.1 Cars – Judgements-about-the-ad 74
4.1.2 Cars – Feelings-from-the-ad 75
4.1.3 Cars – Judgements-about-the-ad and Feelings-from-the-ad:
Paired Samples t test (Both Commercials) 78
4.1.4 Cars – Attitude-towards-the-Advertising-Appeal 78
4.1.5 Cars – Personality Traits: Reliability and Descriptive Statistics 79
4.1.6 Cars – Consumer Decision-making Styles 81
4.1.7 Cars – Post-exposure Attitude-towards-the-Brand 85
4.1.8 Cars – Prior-purchase-intention: Factor analysis, Reliability and
Descriptive Statistics 87
4.1.9 Cars – Relationships between Attitude-towards-the-Advertising-
Appeal and Antecedents 87
4.1.10 Cars – Relationship between Attitude-towards-the-Advertising-
appeal and Post-exposure Attitude-towards-the-Brand 101
4.1.11 Cars – Acceptance/ Non-acceptance of the Hypotheses based on
the Study 102
4.2 Product Category: Smartphones 104
4.2.1 Smartphones – Descriptive Statistics 104
4.2.2 Smartphones – Relationships between Attitude-towards-the-
Advertising-Appeal and Antecedents 109
4.2.3 Smartphones – Relationship between Attitude-towards-the-
Advertising-Appeal and Post-exposure Attitude-towards-the-
Brand 122
4.2.4 Smartphones – Acceptance/ Non-acceptance of the Hypotheses
based on the Study 123
4.3 Product Category: Life Insurance 125
4.3.1 Life Insurance – Descriptive Statistics 125
4.3.2 Life Insurance – Relationships between Attitude-towards-the-
4.3.3 Life Insurance – Relationship between Attitude-towards-the-
Brand 143
4.3.4 Life Insurance – Acceptance/ Non-acceptance of the Hypotheses
based on the Study 144
4.4 Product Category: Cellular Service 146
4.4.1 Cellular Service – Descriptive Statistics 146
4.4.2 Cellular Service – Relationships between Attitude-towards-the-
4.4.3 Cellular Service – Relationship between Attitude-towards-the-
Brand 164
4.4.4 Cellular Service – Acceptance/ Non-acceptance of the
Hypotheses based on the Study 165
4.5 Social Dimensional Appeal 167
4.5.1 Social Dimensional Appeal – Descriptive Statistics 167
4.5.2 Social Dimensional Appeal – Relationships between Attitude-
towards-the-Advertising-Appeal and Antecedents 172
4.5.3 Social Dimensional Appeal – Relationship between Attitude-
towards-the-Advertising-Appeal and Post-exposure Attitude-
towards-the-Brand 185
4.5.4 Social Dimensional Appeal – Acceptance/ Non-acceptance of
the Hypotheses based on the Study 186
Chapter 5: Conclusions and Recommendations 188

Part I: Major Conclusions 188
5.1 Judgements-about-the-ad and Feelings-from-the-ad: A Comparison 188
5.1.1 Judgements-about-the-ad and Feelings-from-the-ad: A Comparison
for Rational or Emotional Appeals 188
5.1.2 Judgements-about-the-ad and Feelings-from-the-ad: A Comparison
for Social Dimensional Appeals 191
5.2 Judgements-about-the-ad, Feelings-from-the-ad, and their Relationship
with the Attitude-towards-the-Advertising-Appeal 191
5.2.1 Judgements-about-the-ad, Feelings-from-the-ad, and their
Relationship with the Attitude-towards-the-Advertising-Appeal
for Rational or Emotional Appeal Commercials 191
5.2.2 Judgements-about-the-ad, Feelings-from-the-ad, and Attitude-
towards-the-Advertising-Appeal for Commercials with Social
Dimensional Appeal 194
5.3 Attitude-towards-the-Advertising-Appeal 195
5.3.1 Attitude-towards-the-Advertising-Appeal for Rational or
Emotional Appeal Commercial 195
5.3.2 Attitude-towards-the-advertising-appeal for Social Dimensional
Appeal Commercials 197
5.4 Respondent Demographics and the Attitude-towards-the-Advertising-
Appeal 197
5.4.1 Respondent Demographics and the Attitude-towards-the-
Advertising-Appeal (Rational or Emotional) 198
5.4.2 Respondent Demographics and the Attitude-towards-the-
Advertising-Appeal for Social Dimensional Appeal Commercial 203
5.5 Personality Traits and Attitude-towards-the-advertising-appeal 203
5.5.1 Personality Traits and Attitude-towards-the-Advertising Appeal
(Rational or Emotional) 204
5.5.2 Personality Traits and Attitude-towards-the-Advertising-Appeal
for Commercials with Social Dimensional Appeal 206
5.6 Consumer Decision-making Styles and Attitude-towards-the-Advertising-
Appeal 206
Advertising-Appeal (Rational or Emotional) 207
Advertising-Appeal for Commercials with Social Dimensional
Appeal 209
5.7 Attitude-towards-the-Advertising-Appeal and Post-exposure Attitude-
towards-the-Brand 209
5.7.1 Attitude-towards-the-Advertising-Appeal (Rational or Emotional)
and Post-exposure Attitude-towards-the-Brand 210
5.7.2 Attitude-towards-the-advertising-Appeal (Social Dimensional)
and Post-exposure Attitude-towards-the-Brand 211
5.8 Pre-exposure Attitude-towards-the-Brand and Attitude-towards-the-
Advertising-Appeal 211
5.9 Prior-Purchase-Intention and Attitude-towards-the-Advertising-Appeal 211
Part II: Recommendations 213

5.10 Leveraging the Attitude-towards-the-Advertising-Appeal 213
5.10.1 Making the Rational Appeals more Likable 214
5.10.2 Leveraging the Favourable Attitude towards the other Appeals 215
5.11 The Appeal-Demographic Match 216
5.11.1 Gender and the Selection of Appeal 216
5.11.2 Target Group‟s Age and the Selection of Appeal 217
5.11.3 Education and the Selection of Appeal 217
5.11.4 Income and the Selection of Appeal 218
5.12 The Appeal-Personality Match 218
5.12.1 Extraverted Consumers and the Selection of Appeal 219
5.12.2 Conscientious Consumers and the Selection of Appeal 219
5.12.3 Emotionally Stable Consumers and the Selection of Appeal 219
5.12.4 Agreeable Consumers and the Selection of Appeal 219
5.12.5 Open to Experience Consumers and the Selection of Appeal 220
5.13 The Appeal-Consumer Decision Making Style Match 220
5.13.1 Perfectionistic Consumers and the Selection of Appeal 220
5.13.2 Brand Conscious Consumers and the Selection of Appeal 221
5.13.3 Price-value Conscious Consumers and the Selection of Appeal 221
5.13.4 Impulsive Consumers and the Selection of Appeal 222
5.13.5 Confused by Overchoice Consumers and the Selection of Appeal 222
5.13.6 Recreational-shopping Conscious Consumers and the Selection
of Appeal 222
5.14 Establishing a Positive Relationship between Attitude-towards-the-
Advertising-Appeal and Post-exposure Attitude-towards-the-Brand 223
5.14.1 Rational Appeal and Post-exposure Attitude-towards-the-Brand 223
5.14.2 Emotional Appeal and Post-exposure Attitude-towards-the-
Brand 225
5.14.3 Social Dimensional Appeal and Post-exposure Attitude-towards-
the-Brand 226
Limitations 227
Directions for Future Research 228
References 229
Appendices 261
Appendix 1: Questionnaire 261
Appendix 2: TV Commercials shown to the Respondents 266
Bio-Data 270
LIST OF TABLES
Table No. Table Title Page No.
2.1 Pollay's Advertising Appeals (1983) 18
3.1 Television commercials shown to the respondents 59
3.2 Districts in the National Capital Territory of Delhi and the 62

Number of Respondents from Each District
3.3 Respondents Profile on the Basis of Gender, Age, Education and 66

Income across Five Samples
4.1.1 Cars – Judgements-about-the-ad: Factor Analysis 74
4.1.2 Cars – Judgements-about-the-ad: Reliability Scores 75
4.1.3 Cars – Judgements-about-the-ad: Descriptive Statistics 75
4.1.4 Cars – Feelings-from-the-ad: Factor Analysis 76
4.1.5 Cars – Feelings-from-the-ad: Reliability Scores 77
4.1.6 Cars – Feelings-from-the-ad: Descriptive Statistics 77
4.1.7 Cars – Judgements-about-the-ad and Feelings-from-the-ad: 78

Paired Samples t test
4.1.8 Cars – Attitude-towards-the-advertising-appeal: Reliability Score 79
4.1.9 Cars – Attitude-towards-the-advertising-appeal: Descriptive 79

Statistics and Two-independent-samples t test
4.1.10 Cars – Personality Traits: Reliability Scores 80
4.1.11 Cars – Personality Traits: Descriptive Statistics 80
4.1.12 Cars – Consumer Decision-making Styles: Factor Analysis 82
4.1.13 Cars – Consumer Decision-making Styles: Reliability Scores 85
4.1.14 Cars – Consumer Decision-making Styles: Descriptive Statistics 85
4.1.15 Cars – Post-exposure Attitude-towards-the-brand: Reliability 86

Score
4.1.16 Cars – Pre-exposure and Post-exposure Attitude-towards-the- 86

brand: Descriptive Statistics and Paired Samples t test
i
4.1.17 Cars – Prior-purchase-intention: Reliability Score and Descriptive 87

Statistics
4.1.18 Cars – Gender-wise Attitude-towards-the-advertising-appeal: 88

Descriptive Statistics and Two-independent-samples t test
4.1.19 Cars – Age-wise Attitude-towards-the-advertising-appeal: 89

Descriptive Statistics and One-way Analysis of Variance
4.1.20 Cars – Education-wise Attitude-towards-the-advertising-appeal: 89

4.1.21 Cars – Income-wise Attitude-towards-the-advertising-appeal: 90

4.1.22 Cars – Attitude-towards-the-advertising-appeal (Rational) and the 92

Hypothesised Antecedents (Judgements-about-the-ad, Feelings-
from-the-ad, Pre-exposure attitude-towards-the-brand, and Prior-
purchase-intention): Pearson Correlation Analysis

Personality Traits: Pearson Correlation Analysis

Consumer Decision-making Styles: Pearson Correlation Analysis

Hypothesised Antecedents: Multiple Regression Analysis
4.1.26 Cars – Attitude-towards-the-advertising-appeal (Emotional) and 97

the Hypothesised Antecedents (Judgements-about-the-ad,
Feelings-from-the-ad, Pre-exposure attitude-towards-the-brand,
and Prior-purchase-intention): Pearson Correlation Analysis

Personality Traits: Pearson Correlation Analysis

Consumer Decision-making Styles: Pearson Correlation Analysis

the Hypothesised Antecedents: Multiple Regression Analysis
4.1.30 Cars - Attitude-towards-the-advertising-appeal (Rational) and 101

Post-exposure Attitude-towards-the-brand: Pearson Correlation
Analysis
ii

Post exposure Attitude-towards-the-brand: Pearson Correlation
Analysis
4.2.1 Smartphones – Judgements-about-the-ad: Descriptive Statistics 105
4.2.2 Smartphones – Feelings-from-the-ad: Descriptive Statistics 105
4.2.3 Smartphones – Judgements-about-the-ad and Feelings-from-the- 106

ad: Paired Samples t test
4.2.4 Smartphones – Attitude-towards-the-advertising-appeal: Descriptive 107

4.2.5 Smartphones – Personality Traits: Descriptive Statistics 107
4.2.6 Smartphones – Consumer Decision-making Styles: Descriptive 108

Statistics
4.2.7 Smartphones – Pre- and Post-exposure Attitude-towards-the- 108

4.2.8 Smartphones – Prior-purchase-intention: Descriptive Statistics 108
4.2.9 Smartphones – Gender-wise Attitude-towards-the-advertising- 109

appeal: Descriptive Statistics and Two-independent-samples t test
4.2.10 Smartphones – Age-wise Attitude-towards-the-advertising- 110

appeal: Descriptive Statistics and One-way Analysis of Variance
4.2.11 Smartphones – Education-wise Attitude-towards-the-advertising- 111

4.2.12 Smartphones – Income-wise Attitude-towards-the-advertising- 111

4.2.13 Smartphones – Attitude-towards-the-advertising-appeal (Rational) 113

and the Hypothesised Antecedents (Judgements-about-the-ad,
Feelings-from-the-ad, Pre-exposure attitude-towards-the-brand, and
Prior-purchase-intention): Pearson Correlation Analysis

and the Personality Traits: Pearson Correlation Analysis
4.2.15 Smartphones – Attitude-towards-the-advertising-appeal (Rational) and 115

the Consumer Decision-making Styles: Pearson Correlation Analysis

and the Hypothesised Antecedents: Multiple Regression Analysis
iii
4.2.17 Smartphones – Attitude-towards-the-advertising-appeal (Emotional) 118

and the Hypothesises Antecedents (Judgements-about-the-ad,

and Personality Traits: Pearson Correlation Analysis

and Consumer Decision-making Styles: Pearson Correlation
Analysis


and Post-exposure Attitude-towards-the-brand: Pearson Correlation
Analysis

Analysis
4.3.1 Life Insurance – Judgements-about-the-ad: Descriptive Statistics 126
4.3.2 Life Insurance – Feelings-from-the-ad: Descriptive Statistics 126
4.3.3 Life Insurance – Judgements-about-the-ad and Feelings-from-the- 127

ad: Paired Samples t test
4.3.4 Life Insurance – Attitude-towards-the-advertising-appeal: Descriptive 128

4.3.5 Life Insurance – Personality Traits: Descriptive Statistics 128
4.3.6 Life Insurance – Consumer Decision-making Styles: Descriptive 129

Statistics
4.3.7 Life Insurance – Pre- and Post-exposure Attitude-towards-the- 129

4.3.8 Life Insurance – Prior-purchase-intention: Descriptive Statistics 129
4.3.9 Life Insurance – Gender-wise Attitude-towards-the-advertising- 130

4.3.10 Life Insurance – Age-wise Attitude-towards-the-advertising- 131

4.3.11 Life Insurance – Education-wise Attitude-towards-the-advertising- 132

iv
4.3.12 Life Insurance – Income-wise Attitude-towards-the-advertising- 132

4.3.13 Life Insurance – Attitude-towards-the-advertising-appeal (Rational) 134


and the Personality Traits: Pearson Correlation Analysis

and the Consumer Decision-making Styles: Pearson Correlation
Analysis

4.3.17 Life Insurance – Attitude-towards-the-advertising-appeal (Emotional) 139


and Personality Traits: Pearson Correlation Analysis

and Consumer Decision-making Styles: Pearson Correlation Analysis


Analysis

and Post-exposure Post-exposure Attitude-towards-the-brand: Pearson
Correlation Analysis
4.4.1 Cellular Service – Judgements-about-the-ad: Descriptive Statistics 147
4.4.2 Cellular Service – Feelings-from-the-ad: Descriptive Statistics 147
4.4.3 Cellular Service – Judgements-about-the-ad and Feelings-from- 148

the-ad: Paired Samples t test
4.4.4 Cellular Service – Attitude-towards-the-advertising-appeal: 149

Descriptive Statistics and Two-independent-samples t test
v
4.4.5 Cellular Service – Personality Traits: Descriptive Statistics 149
4.4.6 Cellular Service – Consumer Decision-making Styles: Descriptive 150

Statistics
4.4.7 Cellular Service – Pre- and Post-exposure Attitude-towards-the- 150

4.4.8 Cellular Service – Prior-purchase-intention: Descriptive Statistics 150
4.4.9 Cellular Service – Gender-wise Attitude-towards-the-advertising- 151

4.4.10 Cellular Service – Age-wise Attitude-towards-the-advertising- 152

4.4.11 Cellular Service – Education-wise Attitude-towards-the- 153

advertising-appeal: Descriptive Statistics and One-way Analysis
of Variance
4.4.12 Cellular Service – Income-wise Attitude-towards-the-advertising- 153

4.4.13 Cellular Service – Attitude-towards-the-advertising-appeal 155

(Rational) and the Hypothesised Antecedents (Judgements-about-
the-ad, Feelings-from-the-ad, Pre-exposure attitude-towards-the-
brand, and Prior-purchase-intention): Pearson Correlation
Analysis

(Rational) and the Personality Traits: Pearson Correlation Analysis

(Rational) and the Consumer Decision-making Styles: Pearson
4.4.16 Cellular Service – Attitude-towards-the-advertising-appeal (Rational) 158


(Emotional) and the Hypothesised Antecedents (Judgements-about-
the-ad, Feelings-from-the-ad, Pre-exposure attitude-towards-the-
brand, and Prior-purchase-intention): Pearson Correlation Analysis

(Emotional) and Personality Traits: Pearson Correlation Analysis

(Emotional) and Consumer Decision-making Styles: Pearson
vi

(Emotional) and the Hypothesised Antecedents: Multiple
Regression Analysis

(Rational) and Post-exposure Attitude-towards-the-brand: Pearson

(Emotional) and Post-exposure Attitude-towards-the-brand:
Pearson Correlation Analysis
4.5.1 Social Dimensional Appeal – Judgements-about-the-ad 168
4.5.2 Social Dimensional Appeal – Feelings-from-the-ad: Descriptive 168

Statistics
4.5.3 Social Dimensional Appeal – Judgements-about-the-ad and 169

Feelings-from-the-ad: Paired Samples t test
4.5.4 Social Dimensional Appeal –Attitude-towards-the-advertising- 170

appeal: Descriptive Statistics and Two-independent-samples t
test
4.5.5 Social Dimensional Appeal – Personality Traits: Descriptive 170

Statistics
4.5.6 Social Dimensional Appeal – Consumer Decision-making Styles: 171

Descriptive Statistics
4.5.7 Social Dimensional Appeal – Pre- and Post-exposure Attitude- 171

towards-the-brand: Descriptive Statistics and Paired Samples
t test
4.5.8 Social Dimensional Appeal – Prior-purchase-intention: 171

4.5.9 Social Dimensional Appeal – Gender-wise Attitude-towards-the- 172

advertising-appeal: Descriptive Statistics and Two-independent-
samples t test
4.5.10 Social Dimension – Age-wise Attitude-towards-the-advertising- 173

4.5.11 Social Dimension – Education-wise Attitude-towards-the- 174

of Variance
4.5.12 Social Dimensional Appeal – Income-wise Attitude-towards-the- 174

of Variance
vii
4.5.13 Social Dimensional Appeal – Attitude-towards-the-advertising- 176

appeal (Airtel Commercial) and the Hypothesised Antecedents
(Judgements-about-the-ad, Feelings-from-the-ad, Pre-exposure
attitude-towards-the-brand, and Prior-purchase-intention):

appeal (Airtel Commercial) and the Personality Traits: Pearson

appeal (Airtel Commercial) and the Consumer Decision-making
Styles: Pearson Correlation Analysis
4.5.16 Social Dimension – Attitude-towards-the-advertising-appeal 179

(Airtel Commercial) and the Hypothesised Antecedents: Multiple
Regression Analysis

appeal (Idea Commercial) and the Hypothesised Antecedents
(Judgements-about-the-ad, Feelings-from-the-ad, Pre-exposure
attitude-towards-the-brand, and Prior-purchase-intention):

appeal (Idea Ad) and Personality Traits: Pearson Correlation
Analysis

appeal (Idea Commercial) and Consumer Decision-making
Styles: Pearson Correlation Analysis

appeal (Idea Commercial) and the Hypothesised Antecedents:
Multiple Regression Analysis

(Airtel Commercial) and Post-exposure Attitude-towards-the-
brand: Pearson Correlation Analysis

(Idea Commercial) and Post-exposure Attitude-towards-the-
brand: Pearson Correlation Analysis
viii
LIST OF FIGURES
Figure No. Figure Title Page
1.1 Sector-wise Spending 2
1.2 Advertising in India 3
1.3 World‟s Top Ten Advertising Markets 4
1.4 Growth on the Cards 5
1.5 Long-run Impact of Advertising 8
2.1 Attitude-toward-the-ad Model 21
2.2 Elaboration Likelihood Model 31
3.1 Conceptual Model for the Study 57
ix
Chapter 1: Introduction to the Study
CHAPTER 1
INTRODUCTION TO THE STUDY
Targeting the Indian market has always been a challenge for the firms owing to myriad
factors. One of them is the changing attitudes of the consumers towards the marketing
promotion of the firms. Inadequate information about such changes, often leads to
managers finding themselves in difficult situations. The existing firms in the country –
Indian as well as foreign – and those that will enter the Indian market after realising its
increased business potential, will have to find out and implement new strategies to tap
this evolved market. Marketers have realised that the consumers in India are now better
educated and as a result are more aware, and will continue to evolve in the future, more
so because of the new and conducive business environment.
There is a need to adopt new bases for segmenting the market. Demographic segmentation
may not always be the best method to study consumer attitudes. It is time that marketers
in India adopted more bases like consumer personality traits, consumer decision-
making styles, psychographics, etc. in order to reach their marketing goals.
1.1 The New Consumer and Business Environment
Rising incomes and education levels are changing the aspirations of the consumers and
their attitudes towards marketing promotions. Indian consumers are rated as the most
confident consumers in the world (Rodrigues, 2015) and the consumer market is
estimated to grow to Rs 71 lakh crore by the FY 2026 (Shukla and Bordoloi, 2015).
According to the advisory firm, Ernst & Young, people below the age of 25 years, who
have more potential to earn, will grow by 54 percent – from the earlier growth of 40
percent – between 2014 and 2018 (Dasgupta, 2016). It is noteworthy here that more
than 50 percent of the population in India is below 25 years of age.
This is of immense interest to the marketers and advertisers in India, who are making
efforts on large scales, to make the most of India‟s growth story. With such a positive
sentiment, they will increase their adspend further across different media vehicles.
1
Indian economy is growing at a fast pace and the experts say that if the current
sentiment stays, the scenario is only going to get better in years to come. According to
the Economic Survey, 2015, the economic growth rate for FY 2016-2017 is expected
between 7 and 7.75 percent as compared to the growth rate of 7.6 percent in the FY
2015-16 (“Economic Survey 2015-16”, 2016). Moreover, India is now a major business
investment destination. The increase in the foreign direct investment (FDI) in India in
the recent past is a predictor of rapid industrial growth. The FDI of USD 40 billion for
the period 2015-16 grew by 29 percent from USD 30.93 billion in the year 2014-15.
Inflow of 2015-16 is the highest since 2000-01 (Press Trust of India, 2016, June 7).
Source: GroupM
Figure 1.1
This indicates there is going to be tremendous growth in various sectors (Figure 1.1)
with respect to the advertising expenditures, as a number of firms, including those from
foreign countries, may want to start new operations.
2
The Indian automobile sector has the potential to generate approximately USD 300
billion in annual revenue in the next ten years (“Automobile Industry in India”, 2016).
In the life insurance sector too, the revenues are expected to cross USD 160 billion by
2026 (“Insurance Sector in India”, 2016). It is expected that the telecom sector will get
a boost owing to the 4G launch into the market. The total revenue in the mobile service
industry is expected to grow to USD 37 billion in 2017, a CAGR of 5.2 percent from
the year 2014 (“Telecom Sector in India”, 2016).
1.2 The Growth in the Advertising Expenditure
Considering the aforementioned facts and estimates, it cannot be denied that the
business environment is going to be highly competitive. It is time that the advertisers
adapted their strategies or they may eventually lose business, resulting in low sales or
revenues.
According to Lindsay Pattison, Global Chief Executive, Maxus, a media buying

agency, the adspend in India will grow by around 15 percent in 2016 (Figure 1.2) and
telecom, ecommerce, automobiles, and FMCG would be the biggest contributors
(Bhushan and Anand, 2016) to the growth. The advertising industry‟s growth is
estimated at Rs 57,486 crore in 2016 from the previous year‟s figure of Rs 49,758 crore
(Venkatesh, 2016).
Figure 1.2
3
At present, India‟s advertising to gross domestic product (GDP) ratio is 0.36, which is
much lower than the world‟s average of 0.72 (Press Trust of India, 2016, June 7).
However, India is expected to enter the world‟s top ten advertising markets and the size
of its market could be as large as those of the developed countries like Canada and
Australia in terms of the estimates for 2016 (Figure 1.3). By 2020, it is estimated that
India will be the sixth largest advertising market valued at Rs 1.02 lakh crore (Pinto,
2016).
Figure 1.3
The Television Medium
Television advertising is expected to contribute approximately 47 percent (Rs 27,074

crore) in 2016 to the entire advertising revenue, the highest across all media classes
(Business Standard Reporter, 2016). The growth is expected to be 17.6 percent in 2016
(Subramanian, 2016) (Figure 1.4) and in the next four years, television medium is to
grow at a CAGR of 13 percent (Malvania, 2016).
In 2015, television was the most preferred medium among the advertisers. It is an
important medium for firms marketing consumer goods. FMCG brands altogether spent
close to Rs 4,200 crore on this medium, almost 51 percent of the total TV adspend.
Even the e-commerce brands were heavily advertised on this medium in 2015
(Subramanian, 2016).
4
As of now, there are 600 regional and 200 national television channels (Peermohamed,
2016). Close to 80 percent of the TV viewers are on cable and the rest on DTH. The
regional television advertising grew by 26 percent from the year 2014 to 2015
(Subramanian, 2016). It is expected that in the next ten years, digital or internet enabled
television will change the rules of the game (Peermohamed, 2016). TV is now being
migrated to the cloud technology and that will make the medium more personalised
(Subramanian, 2016).
Source: GroupM
Figure 1.4
Over-the-top (OTT) services, which have immense personalised advertising opportunities,

could be an answer to internet advertising (as on YouTube) (Peermohamed, 2016). With
the help of such services, the local/ regional advertising will get an unprecedented boost. In
2015, many advertisers adopted geo-targeting through television and were able to reach out
to specific regions/ areas (Subramanian, 2016). Now, BARC has decided to release TV
viewership data of the rural areas, which will immensely help the advertisers to understand
how different their approach should be for these markets (Subramanian, 2016).
Events like T20 Cricket World Cup, elections, Euro 2016 Football, will also contribute
towards the growth in the adspend in 2016 (Pinto, 2016). Sony Pictures Networks India
5
earned an advertising revenue of approx. Rs 1200 crore from the Indian Premiere
League 2016. In its last season of the tournament in 2015 (IPL 8), it had earned approx.
Rs 1000 crore. That‟s a growth of 20 percent in one year. The spot buy rate this year
was Rs 5.75 lakh for standard definition channels (Press Trust of India, 2016, June 5).
The aforementioned developments with respect to the television medium are positive
indicators that this medium is going to remain the advertisers‟ most preferred one in
years to come. However, that re-emphasises the point that there is going to be enough
competition and clutter. Advertisers will have to think of new ways to promote their
brands and occupy a special place in the consumers‟ mind. One way could be to revisit
and refresh the advertising message strategies as early as possible.
1.3 Advertising Appeals and the Selection Criteria
The ad message strategies or the advertising appeals have evolved over the years. But
essentially, they must either elicit positive feelings of the consumers or help them form
positive judgements about the advertisement.
The selection of appeals by advertisers depends upon several factors. One such factor is
the audience profile. While emotional advertising may work for more segments in
India, rational approaches would work only for an audience that has the ability and
motivation to process the information in the advertisement. For example, certain types
of messages based on technical information, logic or argument about the product may
not be received well by the rural audience.
Secondly, the product profile is of high significance. While a low-involvement product

category such as soft-drink or bathing soap or snackfood could be advertised most
effectively using emotional appeals, high-involvement categories like banking, paper
printer, mutual fund, etc. are best advertised using a rational appeal.
Thirdly, the purpose of the advertiser is also of high significance. If the purpose is
brand-building, more of value-expressive or emotional appeals should be used. If the
purpose is to communicate brand-differentiating features or product related information
like price, discount offers, etc., utilitarian or rational appeals should be used.
6
In the recent past, some firms in India have also adopted advertising with social
dimension or implemented advertising strategies based on social issues. Tata Tea was
one of the first companies to use such appeals successfully. Companies like Bharti
Airtel, Idea Cellular and Havells have also adopted such appeals in the recent past. A
company may launch campaigns based on social issues either to build a brand or to
propagate its cause related operations or to do both. A detailed literature review on
advertising appeals is provided in Chapter 2.
Another important development in the world of advertising is about the creative

execution style or the manner in which a message is presented to the audience through
an advertisement, e.g., slice-of-life, humour, testimonial, demonstration, animation,
among others. With the rapid technological advancements taking place in the
advertisement production, especially TV ad production, more styles based on animation
and graphics are being used to communicate a message.
1.4 Research in the Area of Advertising
With organisations increasing their adspend, it is required that fresh research studies are
conducted to find out what the likes and dislikes of consumers are, as far as the type of
advertising appeal is concerned. Advertising either causes immediate increase in sales,
or changes brand attitudes or makes new customers, to generate revenues in future
(Figure 1.5). This could be achieved by using a suitable appeal in an advertisement.
1.4.1 Advertising Appeals
Advertising appeal is the approach to seek the attention of consumers and/or to

influence their feelings about the advertised brand or cause (Belch and Belch, 2003).
The success of an advertisement depends upon the message strategy and how the
message is communicated or the execution style of the message (Laskey, Fox, and
Crask, 1995). The advertising appeals are classified in many ways: “rational” or
“emotional” (Belch and Belch, 2003; Aaker and Norris, 1982); “informational” or
“transformational” (Puto and Wells, 1984); “utilitarian” (for high-technology consumer
or industrial products) or “value-expressive” (for convenience or specialty products)
(Johar and Sirgy, 1991).
7
New Customers
Advertising Future Sales

Immediate Sales
Change Attitude
Improve Image
Source: Batra, Myers and Aaker (1996)
Figure 1.5: Long-run Impact of Advertising
Companies have, through their advertising, associated with various causes such as gay
rights, racial harmony, domestic violence, breast cancer, rape prevention, literacy,
AIDS, drug prevention, wetlands and wildlife preservation, and mental and physical
disabilities. Such advertising is called company advertising with social dimension
(Amott, 1994; Garfield, 1993 and 1994).
1.4.2 Formation of Attitude towards the Ad
According to the attitude-toward-the-ad model (Schiffman and Kanuk, 1998), which is

inspired by and based in part on Edell and Burke (1987), an individual forms various
feelings (affects) and judgements (cognitions) when exposed to an advertisement. Such
feelings and judgements affect the attitude towards the advertisement and beliefs about
the brand, which are formed after the ad exposure. The individual‟s attitude towards the
ad and his or her beliefs about the brand influence his or her attitude towards the brand
(Schiffman and Kanuk, 1998).
Attitude towards advertising has been considered as an important factor in consumer

decision-making (Dickinson and Heath, 2006). A predisposition to react to an advertising
stimulus in a positive or negative manner is attitude towards the advertisement (Lutz,
1985). According to the Elaboration Likelihood Model, attitude towards a brand is an
8
effect of the cognitive (central route) or affective (peripheral route) responses (Petty and
Cacioppo, 1981). According to the model, the manner in which a consumers processes
information in the advertisement will depend on whether he is motivated to process the
information and/ or has the ability to process such information.
1.4.3 Other Independent Factors in Relationship with Attitude towards the Ad
A number of other factors like demographic variables, personality variables, consumer-

decision-making-styles, among others play an important role in building consumer
attitude towards the ad and eventually towards the brand.
Demographics
The probability of men forming a positive attitude towards advertising is higher than
that of women. Women have a better orientation towards relationships, are more
concerned about their and others‟ health, and are more anxious about social good than
men (Shavitt, Lowrey, and Haefner, 1998).
Age and the attitude towards advertising form a negative relationship (Shavitt, Lowrey,
and Haefner, 1998). The relationship between attitude towards advertising in general
and attitude towards a single advertisement is aslo important (Dutta-Bergman, 2006).
Therefore, older consumers may dislike all advertisements, as their attitude towards
advertising in general is not positive.
Advertising is more effective when targeting consumers in low income groups and with
low education levels (Dutta-Bergman, 2006). Education forms a negative relationship
with attitude towards advertising (Shavitt, Lowrey, and Haefner, 1998).
Personality Traits
Various personality traits, as per the Big-five model (e.g., Ewen, 1998) are –
extraversion, agreeableness, conscientiousness, emotional stability, and openness to
experience. Though there are not many research studies on the effect of such traits on
attitude towards the ad, there are conclusions drawn that there does exist such a
relationship.
9
Consumer Decision-making Styles
The eight consumer decision-making styles or the shopping styles are perfectionistic,
brand conscious, novelty-fashion conscious, price-value conscious, recreational-fashion
conscious, impulsive, confused by overchoice, and habitual (Sproles and Kendall,
1986). Again there are very few studies on the relationship between such styles and
attitude towards the ad. However, in this study, the researcher has made certain
conclusions about the same, other than conclusions related to other variables as
mentioned above.
1.5 Justification for the Study
With the recent changes in the consumer demographics and the overall business
environment, the marketers and advertisers are looking for information about how the
consumers in India should be approached and how to combat the rising competition.
There is already enough clutter on every medium and the biggest challenge for any
advertiser today is to draw the attention of the target audience.
While a number of television advertising research studies have been conducted in the
developed markets, very little has been done in the area of consumer attitudes towards
such advertising in India, more specifically concerning the advertising appeals. As it is,
at present, television is the most preferred medium of the advertisers, and considering
the positive developments taking place in the business environment, it is expected that
the adspend is only going to grow more in the future at higher rates. Moreover, with the
advent of new scientific approaches like the DTH and internet enabled television, in
terms of return on investment, the medium is going to remain the most effective for
sectors like consumer goods, ecommerce, telecom, and automobiles.
These positive developments will motivate the advertisers to come out with campaigns
based on fresh ideas and executions. Whether there is a need to correct the present
understanding about the consumers‟ attitudes towards the appeals used in the television
commercials or not is what this study has concluded. This study has found relationships
between various independent variables like judgements-about-the-ad, feelings-from-
the-ad, personality traits, and consumer decision-making styles, and attitude-towards-
10
the-advertising-appeal. These findings will be of immense importance to the advertisers

and help them frame effective message strategies to reach their audiences.
1.6 Research Methodology
This study was conducted with five different samples and its objectives are: to study the
consumer attitudes towards various advertising appeals used in the television
commercials; to study the relationship between judgements-about-the-ad, feelings-
from-the-ad, select demographic variables, personality traits, consumer decision-
making styles, pre-exposure attitude-towards-the-brand, and prior-purchase-intention;
and attitude-towards-the-advertising-appeal. Another objective of the study was to
study the relationship between attitude-towards-the-advertising-appeal and post-
exposure attitude-towards-the-brand.
Ten television commercials based on different appeals were shown to the respondents
aged between 21 and 60 years, and income between Rs 3.5 lakh p.a. and Rs 18.5 lakh p.a.
The data was collected with the help of a questionnaire in the National Capital Territory
of Delhi. The data analysis was conducted with the help of SPSS, using statistical tools
such as factor analysis, t test, one-way ANOVA, correlation, and multiple regression
analysis.
1.7 Organisation of the Thesis
The thesis comprises five chapters. Chapter 1 gives an introduction to the study,
Chapter 2 provides a review of literature related to the study, Chapter 3 is about the
research objectives, hypotheses formulated, the conceptual model of the study and the
research methodology adopted. Chapter 4 is about the findings of the survey, and
Chapter 5 provides the conclusions of the study and the recommendations emanating
from them.
11
Chapter 2: Review of Literature
CHAPTER 2
REVIEW OF LITERATURE
This chapter provides an overview of the extant literature on the subject area of the
present study. The sections of this chapter form a background to the study and explain
the concept of the advertising appeals, attitude-toward-the-ad-model, judgements-
about-the-ad, feelings-from-the-ad, attitude towards the ad, brand usage, attitude-
towards-the-brand, buying intention, elaboration likelihood model, demographics and
advertising, personality traits and advertising, and consumer decision making styles and
advertising.
2.1 Advertising Appeals
There are different message strategies for seeking the attention of consumers and/or to
influence their feelings about the advertised brand or cause (Belch and Belch, 2003).
Crask, 1995). Execution style is the manner in which a message based on an appeal is
presented to the audience (Belch and Belch, 2003).
According to Edell (1991), advertising appeals using informational and emotional cues
are effective tools to influence consumer buying behaviour. Such appeals help in
seeking consumers‟ attention and developing interest in them so that they generate
favourable feelings towards a product or service (Kinnear, Bernhardt, and Krentler,
1995). The choice of an appeal will depend upon the firm and its advertising objectives,
advertising strategies of the competitors, and the media vehicle selected (Leonidou and
Leonidou, 2009).
Various researchers have concluded that advertising appeals either focus on the product
attributes and benefits or the brand image. This has led to a conclusion that the appeals
are either “rational” or “emotional” (Belch and Belch, 2003; Aaker and Norris, 1982);
“informational” or “transformational” (Puto and Wells, 1984); “utilitarian” (for high-
12
technology consumer or industrial products) or “value-expressive” (for convenience or

specialty products) (Johar and Sirgy, 1991). Pollay (1983) concluded that in all there
are forty-two appeals.
2.1.1 Rational and Emotional Advertising Appeals
That consumers can make buying decisions based on rational or emotional reasons has been
the topic of research among consumer psychologists (Albers-Miller & Stafford, 1999).
Rational appeals focus on the beliefs, attitudes and thoughts of a consumer based on
reason or logic with respect to the benefits or functions of a product. Emotional appeals
are based on the needs that are psychological and social. Such appeals elicit feelings,
which motivate the consumers to own the product (Kotler and Armstrong, 2008). A
receiver of a message based on rational appeal carries out logical thinking process, thus
helping him or her understand the advantages and disadvantages of the advertised
product. The emphasis in rational advertising is on the reasons to purchase, usage,
benefits, and features such as quality, value and performance of the product (Churchill
and Peter, 1998). Emotional appeals result in affect-based decisions through positive
and/ or negative feelings (Hawkins, Best and Coney, 1983).
Rational appeals emphasise upon functional needs, whereas emotional appeals mainly
stress upon the psychological, social and symbolic needs of a consumer (Bovee and
Arens, 1992).
Rational appeals are targeted at individuals who appreciate information, logic and
rationale (Schiffman and Kanuk, 2004). Emotional appeals, if laden with strong and
lively content, are recalled more easily as compared to rational appeals (Costley and
Brucks, 1992).
Rational appeals give the much required credibility to the advertisements and help
generate positive beliefs about the advertised product (Holbrook, 1978). Emotional
appeals, comparatively, are used to provide information that is subjective in nature.
In the field of marketing as well as in the field of consumer behaviour, emotion (with
respect to commercials) has been defined in the following ways:
13
Emotion is used as an appeal, which is the opposite of an appeal based on facts and
attributes of products (Preston, 1968; McEwen and Leavitt, 1976).
It is the mood state of a viewer while viewing a commercial (Srull, 1983).
Emotion is present in cognitions that viewers form about commercials (Wright, 1973;
Leavitt, 1968; Stout and Leckenby, 1984).
Consumers‟ needs could be practical or based on the utility of the product. A rational
appeal highlights and communicates the benefits and/ or attributes of the product and
thus helps the consumers to decide whether to buy the product or not. Rational motives
are the basis for rational appeals. Motives such as information, comfort, health, quality,
convenience, economy, efficacy, benefits, durability, dependability, efficiency, and
performance (see Belch & Belch, 2003) are used in the rational appeals.
A consumer may have a social need or even a psychological need to buy a product.
Emotional appeals may relate to such needs. Many feelings or states can serve as the
basis for such appeals. The personal states on which the emotional appeals could be
based are actualization, accomplishment, arousal, affection or love, achievement,
ambition, comfort, excitement, fear, happiness, joy, nostalgia, pleasure, pride, safety,
self-esteem, sentiment, sorrow, security. Social-based are – recognition, status, respect,
involvement, embarrassment, affiliation/belonging, rejection, acceptance, approval (see
Belch & Belch, 2003).
Communicating a rational message through an emotional advertisement may reduce the

effectiveness of the advertisement (Wood, 2012). Successful emotional advertisements
are better able to associate with the brand as compared to advertisements with a specific
message based on rationale. Such associations subsequently result in the purchase
behaviour (Wood, 2012). Highly emotional advertisements have the ability to bring
down the price sensitivity among the consumers (Wood, 2012) while advertisements
that fare better on an evaluative scale, do not do so in the market (Wood, 2012).
Stout, Homer, and Liu (1990) concluded that emotions in the advertisement also
influence how the respondents feel in response to the advertisement. Emotions could be
explained using two terms – valence (positive or negative) and degree of arousal (high
14
or low) (Russell, 1980). Emotional flow is defined as how individuals feel in response
to an advertisement and not as what is shown in the advertisement (Thorson, 1991).
Positive emotional appeals make an advertisement more interesting and less irritating.
Such appeals lead to the formation of positive judgements about the advertisement and
stronger purchase intention of the advertised product (Morris et al., 2002). On the other
hand, negative emotional appeals, in case of new brands, can adversely affect the brand
and general perceptions about it (Dens and Pelsmacker, 2010). Fear appeal – a negative
emotional appeal – has a stronger impact on purchase intentions than on the attitude
towards the ad (e.g., Dabbs and Leventhal, 1966; Ray and Wilkie, 1970). For instance,
after viewing an insurance advertisement based on fear appeal, an individual‟s intention
to purchase insurance could be stronger than the attitude towards the advertisement.
Emotional advertising appeals positively influence the high affect intensity individuals
more than the ones with low affect intensity (Moore, Harris, and Chen, 1995). Some
people experience stronger emotions than others when they are exposed to an emotional
stimulus (Larsen, 1984). Individuals differ in emotionality and the way they respond to
affect-based advertising appeals (Aaker and Stayman, 1989). Affect intensity is the
strength with which a person experiences emotions irrespective of the valence of such
emotions (Larsen and Diener, 1987). The strength of emotional response from the
recipient of the stimulus depends upon the type of the advertisement (Bagozzi and
Moore, 1994).
As compared to neutral messages, the probability of emotional messages being recalled

is more (Friestad and Thorson, 1986).
No advertisement is only rational or emotional. Purely rational and purely emotional

appeals are a continuum‟s two ends and advertisements are placed in between as they
have both the appeals in them (Chan, 1996).
2.1.2 Informational and Transformational Advertising Appeals
Zandpour and Hariah (1996), in their study have referred to transformational appeals as
emotional appeals and informational appeals as rational appeals. Informational and
15
transformational appeals are similar to think-feel dichotomy (Friestad and Thorsen,

1993).
The reason why consumers pay attention to advertising is that they are looking for
information that is useful (Aaker and Myers, 1982). For an advertisement to be
informational, it must communicate factual and relevant information about the brand;
information important to the prospective buyer; and data that the consumer accepts as
being verifiable (Puto and Wells, 1984). However, such an ad is informational only
when a consumer perceives it to be one.
For an advertisement to be transformational, it must make the experience of consuming

the brand richer and enjoyable as compared to that from an ad based on objective
description of the brand. Secondly, the advertisement should be able to connect the
consumers‟ experience of attending to the advertisement to that of their using the brand
so that their brand recall is never without their recall of the experience generated by
such advertisement (Puto and Wells, 1984). Transformational advertising is based more
on affect than on cognition.
It should be mentioned here that no advertisement can be only informational or only

transformational. According to Puto and Wells (1984), there are four categories – high
information & low transformation; high transformation & low information; high
transformation & high information; low transformation & low information. A highly
technical advertisement can also emotionally appeal to the target group. Similarly, an
emotional advertisement can also highlight some facts about the product (Bovee and
Arens, 1992).
Laskey, Day, and Crask (1989) further created sub-categories out of the informational/
transformational classification given by Puto and Wells (1984) – comparative, unique
selling proposition, preemptive, hyperbole, generic, other (under informational) and
user image, brand image, use occasion, generic, other (under transformational).
Informational advertising is more effective for utilitarian products, while affective

(transformational) advertising is for hedonic products (Johar and Sirgy, 1991; Adaval,
2001). There are certain products that have differentiating attributes, which need to be
16
conveyed to the target group. Informational advertising works best for such product
categories (Rossiter and Percy, 1997). An informational advertisement that highlights
them well will be more effective in bringing about an attitudinal change.
In order that information is useful to the consumers, it should relate to them and their
needs, should be unknown at the time of their search, should be able to motivate them
to process it, should be true, cover every aspect, and be intelligible (Aaker, 1981).
Generally, television commercials are considered as less informative (Aaker and Norris,
1982). Therefore, television as a medium is best suited for commercials with
transformational appeals (Puto and Wells, 1984).
Informational or rational advertising appeals have logical arguments in them and such
appeals influence the recipients to take a rational decision (Albers-Miller and Stafford,
1999). On the other hand, when an advertisement communicates about a product with
the help of images or symbols, it is said to be based on transformational or emotional
appeal (Hadjimarcou, 2012). According to Kotler and Keller (2009), an advertisement
with transformational appeal shows who is using the brand and what his or her
experience is.
2.1.3 Value-Expressive and Utilitarian Appeals
The value-expressive (image) or symbolic appeals develop a product personality and/ or

the image of the consumer of the advertised product (Ogilvy, 1963). Utilitarian appeals,
on the other hand, provide information about the advertised product‟s benefits, which
hold importance for the consumers. Such an advertising approach that informs about the
functional attributes of the product are called utilitarian appeals (Sirgy and Johar,
1985b).
Pollay (1983) developed a list of forty-two advertising appeals (Table 2.1)
2.1.4 Advertising Appeal and Type of Product
Rational appeals are used more often to advertise utilitarian or technology or industrial
products as compared to emotional appeals, which are used more frequently to advertise
value expressive products like convenience and specialty goods (Johar and Sirgy,
17
1991). Matching the advertising appeal with the type of product is the best way to
persuade the consumers (see Belch and Belch, 2003, 162; Kamins, 1990; Shavitt, 1989,
1990). In order to come out with the most creative advertisement, the advertiser must
match the appeal with the type of product (Shavitt and Nelson, 2002).
Table 2.1: Pollay's Advertising Appeals (1983)
Adventure Distinctive Healthy Morality Productivity Tamed

Affiliation Durable Humility Natural Relaxation Technological
Casual Effective Independence Neat Safety Traditional
Cheap Enjoyment Magic Nurturance Security Untamed
Community Family Maturity Ornamental Sexuality Vain
Convenient Frail Modern Plain Status Wisdom
Dear Freedom Modesty Popular Succorance Youth
In order to advertise a high involvement product, more than one advertising appeal
would be required (Batra and Ahtola, 1990). An advertising appeal that matches the
involvement level of the consumer with the product category will be more successful in
delivering results (Dube´ et al. 1996; Vaughn, 1980). According to Johar and Sirgy
(1991), to persuade the audience for value-expressive products, self-congruity-based
appeals work most effectively, while functional-congruity-based appeals are most
effective in persuading the audience for utilitarian products.
When a consumer is planning to purchase a think-category product as in the Foote,

Cone and Belding (FCB) grid model, he or she is likely to take a cognition-based
decision and therefore, the utilitarian motive will be the reason (McGuire 1976;
Ratchford, 1987). Similarly, when consumers plan to purchase a feel-category product,
they will most likely take an affect-based decision and so the value-expressive motive
will be the reason.
According to Rossiter and Percy (1997) „emotional authenticity‟ approaches are more
effective for low-involvement products. The type of appeal used in an advertisement
depends upon the product advertised, the advertising objective and the profile of the
target audience (Kotler and Keller, 2009).
18
2.1.5 Social Dimensional Appeals
A social cause advertisement communicates about programs that change and benefit
people and the society (Sciulli and Bebko, 2005). Social advertising or social issue
advertising or cause advertising (Earle, 2001) tries to bring about a change in the
society and thereby benefiting it or its members in some way (Andreasen, 1996).
Companies have, through their advertising, associated with various causes such as gay
rights, racial harmony, domestic violence, breast cancer, rape prevention, literacy,
AIDS, drug prevention, wetlands and wildlife preservation, and mental and physical
disabilities. Such advertising is called company advertising with social dimension
(Amott, 1994; Garfield, 1993 and 1994). Company advertising with social dimension
has been considered as the marketing world‟s biggest contribution to the society (Smith,
1994).
Most consumers form positive opinions about advertising with social dimension and
develop positive buying intentions (Ross, Patterson, and Stutts, 1992). Consumers
prefer local causes as compared to those at the national level (Ross, Patterson, and
Stutts, 1992).
Social dimensions may have an adverse effect on the cognition and attention (Manrai
and Gardner, 1992). Violence based advertising with such a dimension is not effective
(Andersson, Hedelin, Nilsson, and Welander, 2004).
According to Drumwright (1996):
Social dimension advertising could be categorised based on their objectives –

economic, non-economic, and mixed (mix of economic and non-economic objectives).
Economic advertisements have the objective of brand image enhancement, brand-equity
building, or increasing sales revenues. Even though there is a presence of a social
message, there is actually no social objective. However, even then, such advertisements
benefit society in their own ways. Non-economic advertisements, on the other hand, are
those where there is no economic or profit motive and the only objective of the company
is to stand for a social cause and provide an individual or societal benefit. Mixed
advertisements have a mix of social and economic objectives.
19
Cause-brand association has a positive relationship with consumer attitude and buying
intentions (Barone, et. al., 2000). Associating a product with a cause has a strong effect
on the consumer attitude towards the brand and purchase intentions (Berger et. al.,
1999). Cause claims can bias the consumers‟ evaluation of a brand and affect their
attitude towards the brand (Chaiken and Maheswaran, 1994).
It is at times difficult not to mix the profit motives with the social objectives in advertising
(Keim, 1978). The social impact however, should be understood independent of the
motivations for such efforts (Wood, 1991).
In the recent past, a number of firms in India have used social dimensional appeals in
their advertisements. Such a category of advertising is in the top ten most advertised
categories (Source: TAM Media Research, 2012). However, it is the economic category
of social dimensional appeals, which is being used more frequently. The increasing
number of campaigns based on this appeal is an indicator that advertising with social
dimension is generating positive response in India. Some of the successful ones in this
category are Havells‟ „Hawa badlegi‟ campaign on social reforms, Lifebuoy‟s „Help a
child reach five‟ campaign on saving children from dying very young, Airtel‟s „Barriers
break when people talk‟ campaign on promoting peace in war-affected areas, Idea
Cellular‟s „What an idea sirji‟ campaign on social reforms, and – one of the most
successful ones – Tata Tea‟s „Jaago re‟ campaign against corruption and for promoting
social reforms.
2.2 Attitude-toward-the-ad Model
Attitude towards the ad is the manner in which individuals evaluate an appeal in the
advertisements they are exposed to, and such an evaluation can be favourable or
unfavourable (MacKenzie and Lutz, 1989; Moore and Harris, 1996). According to the
attitude-towards-the-ad-model (Schiffman and Kanuk, 1998), which is inspired by and
based in part on Edell and Burke (1987), an individual forms various feelings (affects)
and judgements (cognitions) when exposed to an advertisement (Figure 2.1). Such
feelings and judgements affect the attitude towards the advertisement and beliefs about
the brand, which are formed after the ad exposure. The individual‟s attitude towards the
ad and his or her beliefs about the brand influence his or her attitude towards the brand
20
(Schiffman and Kanuk, 1998). The feelings and judgements are two different and
separate response sets and therefore should be measured separately (Schiffman and
Kanuk, 1998).
Exposure to
an ad
Judgments- Feelings-
about-the-ad from-the-ad
Beliefs- Attitude-
about-the- toward-
brand the-ad
Attitude-
toward-the-
brand
Source: Schiffman and Kanuk (1998)
Figure 2.1: Attitude-toward-the-ad Model
According to Mackenzie, Lutz, and Belch (1986), in high-involvement situations,

individuals are influenced more by their cognitions or judgements (central cues like
information about price, features, benefits, etc.) and in low involvement situations, by
the feelings generated from the ad (peripheral cues like celebrity endorser, background
music, etc.). However, based on a research conducted by Lord, Lee, and Sauer (1995),
it was found that individuals form attitude towards the ad based on both central and
peripheral cues across all levels of their involvement. Therefore, attitude towards the
advertisement is a result of both judgements about and feelings from the ad.
An advertisement which is liked by consumers may not result in a favourable attitude

towards the advertised brand. Similarly, a disliked advertisement may not result in the
brand being disliked (Biehal, Stephens, and Curlo, 1992).
21
2.3 Cognitive Responses to the Ad or Judgements-about-the-ad
When exposed to an ad, a consumer forms various cognitions or judgements about the
ad (Schiffman and Kanuk, 1998). The thoughts elicited while viewing an advertisement
are cognitive responses and they are strong determinants of change (e.g.,
Chattopadhyay and Alba, 1988). Cognitive responses or judgements have been
classified into: ad execution responses (Lutz and Mackenzie, 1982), support and
counter-arguments (Wright, 1980), simple affirmations and disaffirmations (Beaber,
1975), neutral, irrelevant thoughts (Cacioppo and Petty, 1979), among others.
According to Breckler (1984), the affective component of the attitude towards the ad
comprises feelings generated from the ad, whereas, the cognitive component of the ad
comprises judgements made about the advertisement.
Cognitions about the advertisement are antecedents of attitude towards the

advertisement (Lutz, Mackenzie, and Belch, 1983). Any informative element in an
advertisement that necessitates its cognitive processing can have an impact on the
attitude towards the ad (Burton and Lichenstein, 1988). The strength of non-claim and
claim cognitions about the ad will derive the attitude towards the ad, which in turn will
influence the attitude towards the brand (Miniard, Bhatla, and Rose, 1990). Affect and
cognitions about an advertisement contribute to the effect of the advertisement on the
attitude towards the brand (Batra and Ray, 1985).
Affective responses to an advertisement are determined by cognitions (Lutz, 1985).

According to the principle of higher-level dominance (PHLD), Greenwald and Leavitt
(1984) say that when the involvement level of an individual is high, the cognitive
evaluation of the advertisement will be dominant and not the affective processing of it.
The Persuasive Discourse Inventory provides a classification structure for an

advertisement. The PDI, which is based on the theory of Rhetoric (see Aristotle, 1984),
consists of three elements – ethos, logos and pathos – that form a persuasive message.
Aristotle stated in the Rhetoric that there are three types of proofs about the
instrumentality of the speech: ethos, which is present in the character of the speaker;
logos, which is a direct proof about the logic in the speech; and pathos, which is a proof
in the feelings or emotions of the audience (1867, Book I, Chapter II, 11. 1356a1-4).
22
When the concepts of ethos, logos, and pathos are applied to the field of marketing
communication, one gets to comprehend the properties of the advertisements and
vehicles used. Logos and pathos try to persuade the audience by concentrating on the
message, while ethos focuses on the message source (Rosenthal, 1966).
Researchers say that in some cases affective responses may be in isolation to cognitions
(Zajonc and Markus, 1985), while others believe that cognitions mediate affective
responses (Tsal, 1985).
2.4 Affective Responses to the Ad or Feelings-from-the-ad
A consumer forms various affects or feelings when exposed to an advertisement

(Schiffman and Kanuk, 1998). Gardner (1985) used the terms emotion and feelings
interchangeably and pointed out that feelings have an effect on the cognitive responses
through mood states. According to Arnold (1960), feelings are not outside of an
individual but they are inside him or her. In other words, feelings are responses to an
external stimulus from the world. Feelings generated after an ad exposure, are a more
effective way to measure advertising effectiveness than any other evaluative
information-processing measure (Wood, 2012). When an advertisement, whether highly
transformational or highly informational, is processed, it will essentially generate
feelings (Edell and Burke, 1987). Batra and Ray (1986) concluded that the affective
responses from an advertisement impact the ad effectiveness.
Feelings are good predictors of attitude towards the ad, attitude towards the brand and
beliefs about the brand after exposure (Edell and Burke, 1987). Feelings could be
influenced by factors such as the similarity of the advertisement to other advertisements
(Edell and Burke, 1987), viewer‟s mood (Gardner, 1985), the environment in which the
advertisement is viewed, i.e. the advertisement sequence (Aaker et al., 1986) or the
consistency between the program and the content of the advertisement (Thorson et al.,
1985).
Feelings are elicited very fast (Zajonc, 1980) and the processing of an advertisement is
also influenced by such affective reactions (Gardener, 1985; Mackenzie, Lutz and
Belch, 1986).
23
Different parts of an advertisement may result in different feelings in the form of

responses from individuals (Abeele and MacLachlan, 1994). Both positive affective
feelings and negative affective feelings towards an ad, form the feelings towards the ad.
Positive feelings are composed of “warm” and “upbeat” feelings. Such feelings have an
impact on the attitude towards the ad, as well as attitude towards the brand (Edell and
Burke, 1987). The scales developed in this study were further modified (Burke and
Edell, 1989). If feelings from an ad are positive, the attitude towards the advertised
brand would be positive too (Batra and Stayman, 1990; Edell and Burke, 1987; Lutz,
1985). Negative feelings generated from the advertisement result in consumers paying
more attention to the advertisement and being persuaded (Shehryar and Hunt, 2005).
Positive and negative feelings may be elicited together by an individual and the
intensity of such feelings may increase or decrease for the same ad exposure (Edell and
Burke, 1987). Consumers dislike trying to understand the message of an advertisement
(Phillips and McQuarrie, 2004). If consumers fail to understand the ad message, they
are disappointed and irritated and as a result form negative feelings about the
advertisement (Phillips, 2000).
In various researches carried out (Bartos and Dunn, 1974; Bauer and Greyser, 1968;
and Lutz, 1985), it was found that the subjects having a positive feeling about
advertising in general found the shown advertisements as more acceptable, informative
and enjoyable.
According to Aaker and Stayman (1989), some consumers tend to experience their
emotions with greater intensity when exposed to an ad with an emotional appeal. As a
result, the affective response differences may play a major role in determining the
persuasive effect of the ad messages. According to Lang, Greenwald, Bradley and
Hamm (1993); Osgood, Suci and Tannenbaum (1957); and Russell (1980), emotion has
two dimensions – valence (positive/negative, pleasant/unpleasant) and intensity
(high/low), and there can be varying levels of feelings generated from an advertisement
(Aaker, Stayman and Hagerty, 1986).
Emotions or feelings are postulated to associate with the brand through classical
conditioning (Gorn, 1982) to develop a positive relationship with the attitude towards
24
the ad, which is then transferred to the brand (Mitchell and Olson, 1981; Ray and Batra,
1983) or to enable better processing of information (Shimp, 1981; Kroeber-Riel, 1979);
or to transform the usage experience (Puto and Wells, 1984).
The relationship between emotional response and advertising evaluation may be

confounded by gender, age, tendency to buy certain product categories, the advertisement
content, and the respondents‟ exposure to advertising in the past (Weilbacher, 1970).
Liking an advertisement and the probability of purchase, together, are significantly

correlated to warm feelings (Aaker, et al. 1986). Others like Batra and Ray (1986) and
Edell and Burke (1987) have also concluded that feelings cause a significant variation
in the attitude towards the ad. Feelings also form a relationship with beliefs about the
brand and attitude towards the brand (Edell and Burke, 1987; Stout and Leckenby,
1988) and with purchase intentions (Stout and Leckenby, 1988).
Janssens and De Pelsmacker (2005) suggested that advertisers should create

advertisements that are able to communicate information about the advertised brand
well and along side generate positive feelings.
Judgements and Feelings
There have been differing views on the relationship between affect and cognition.
Comparing the two, Zajonc and Markus (1985) pointed out that the affective reactions are
independent of cognitions. However others like Tsal (1985) found that the affective
reactions are always mediated by cognition. The principle of higher-level dominance
(PHLD) suggests that if the involvement of the consumer is high, the affective processing
will be influenced and dominated by cognitive evaluation (Batra, 1986). The cognitive
and affective responses to an advertisement message are a result of perception about and,
subsequently, attitude towards the source of the message (Lutz and Swasy, 1977).
Feelings from an advertisement and judgements about it together have an effect on the
attitude towards the advertisement (Batra and Ray, 1986; Mackenzie, Lutz, and Belch,
1986). When the advertisement is high in transformation and low in information,
feelings cause more variation in the attitude towards the ad as compared to judgements
(Edell and Burke, 1987).
25
Empathy is the extent to which the viewers of an ad experience the same emotions as
experienced by the characters in the advertisement. Empathy is not only emotional
(vicarious) but also cognitive (Aaker and Stayman,1989).
2.5 Attitude towards the Advertisement

Attitude has been considered as an important factor in consumer decision-making
(Dickinson and Heath, 2006). A predisposition to react to an advertising stimulus in a
positive or negative manner is attitude towards the advertisement (Lutz, 1985). Attitude
towards the ad has both cognitive as well as affective elements (Edell and Burke, 1987).
There is an interaction between affect and cognitions related to an advertisement at least
for the initial viewing of the advertisement (Mackenzie, Lutz, and Belch, 1986; Edell
and Burke, 1987; and Stephen and Russo, 1987). However, such interactions change
over a period of time after many exposures (Burke and Edell, 1986; Calder and
Sternthal, 1980).
Various studies in the past have concluded that consumers link their attitude towards the
ad to the evaluation of the advertised product (Bergkvist and Rossiter, 2008; Mitchell
and Olson, 1981). Attitude towards the ad predicts attitude towards the brand and
purchase intention (Biehal, Stephens, and Curlo, 1992).
Various studies have been conducted on the attitude towards advertising since 1968
when the comprehensive academic work by Bauer and Greyser was published
(O‟Donhoe, 1995). While many studies have concluded that attitude towards the ad is a
unidimensional concept (Gardner, 1985), others have concluded that it is a
multidimensional one (Miniard, Bhatla, and Rose, 1990).
Attitude towards the ad consists of hedonic and utilitarian components (Batra and
Ahtola, 1991; Olney, Holbrook, and Batra, 1991). It is a „like‟ or „dislike‟ response to
an advertising stimulus (Mackenzie, Lutz, and Belch, 1986; Biehal, Stephens, and
Curlo, 1992) and has two components – emotional and cognitive, the former is a non-
volitional process while the latter a conscious one (Shimp, 1981). Attitude towards the
ad has been studied either as a predictor (e.g. Biehal et al., 1992), or a mediating
variable (e.g. Ugur and Abdulla, 1993), or a dependent variable (e.g. Edell and Burke,
26
1987). However, not many studies have been conducted on the antecedents to this
variable (MacKenzie and Lutz, 1989).
Responses to advertisements change with the increase in the number of exposures

(Belch, 1982) or after three to five exposures (Cacioppo and Petty, 1985). The negative
relationship between attitude towards the ad and intention to buy the brand dissipate
after seven days of no exposure (Moore and Hutchinson, 1983). Burke and Edell
(1986), however, concluded that the attitude towards the ad after seven days of no
exposure was not significantly different from the attitude towards the advertisement
measured immediately after exposure. An advertisement is said to be effective if the
consumers comprehend the message, are persuaded by it, recall it, and finally buy the
product advertised (Laskey, Fox, and Crask, 1995).
Attitude towards the ad and beliefs act as the mediator between feelings generated from
the advertisement and attitude towards the brand (Batra and Ray, 1986).
Attitude towards the ad, an affect-based construct that comprises of positive or negative
feelings towards the advertisement, is a mediating influence on attitude towards the
brand and buying intention (Mitchell and Olson, 1981; Shimp, 1981). An individual
may dislike an advertisement not only because s/he does not trust it, but also because
the advertisement may trigger a sad memory from the past or make him or her fearful
about future (Batra and Ray, 1986).
2.6 Attitude-towards-the-brand
According to the Elaboration Likelihood Model, attitude towards a brand is an effect of
the cognitive (central route) or affective (peripheral route) responses (Petty and
Cacioppo, 1981). In low-involvement situations of advertising exposure, the attitude
towards the brand is influenced more strongly by attitude towards the ad (peripheral
route) as compared to the cognitions about the brand (central route) (Mitchell and
Olson, 1981; Park and Young, 1984).
Cognitions about the brand during an ad exposure predict attitude towards the brand
(e.g., Mitchell and Olson, 1981). Attitude towards the ad causes a variation in the
27
attitude towards the brand (Gorn, 1982, Mitchell and Olson, 1981). It has a mediating
influence on the attitude towards the advertised brand and the purchase intention
(Mitchell and Olson, 1981; Shimp, 1981). According to Hoyer and MacInnis (1997),
when a consumer likes an advertisement, such a liking is shifted to the brand in
question. Moore and Hutchinson (1983), however, concluded that the impact of attitude
towards the ad on attitude towards the brand weakens over a period of time.
Individuals liking an advertisement are twice as likely to be persuaded by it as

compared to those who are indifferent towards it. A liked commercial has an impact on
the emotional part of the brand attitude and hence a likable advertisement influences
persuasion by conditioning process (Biel and Bridgwater, 1990).
Mitchell and Olson (1981) found that attitude towards the advertisement causes a
greater significant variation in the attitude towards the brand than that caused by beliefs
about the brand. A person‟s beliefs result in the formation of his attitude. In order to
change a person‟s attitude, there should be a change brought in his beliefs (Fishbein and
Ajzen, 1975).
Establishing the relationships, it was concluded that ad-related thoughts develop attitude
towards the ad (Lutz, Mackenzie, and Belch, 1983; Mackenzie and Lutz, 1983; Lutz,
1985), while brand related cognitions and beliefs develop brand attitude (Wright, 1973;
Mitchell and Olson, 1981).
The attitude towards the brand is predicted by attitude towards the ad and beliefs about
the brand. However, another variable – brand evaluation set – plays a mediating role
between the two predictors and the dependent variable. Brand evaluation set relates to the
task that an individual has during exposure – brand evaluation or other tasks such as
advertisement evaluation (nonbrand evaluation) (cf. Gardner, Mitchel, and Russo, 1985).
Advertisements for well-known brands are only to either create or maintain top-of-mind
awareness or to remind people to buy and use the brand (Aaker and Norris, 1982). For
mature and well-known brands, which the consumers have used before, it is attitude
towards the brand that influences attitude towards the ad and not vice versa (Beriyne,
1966 and 1971). Consumers have stable attitudes towards highly familiar brands and
28
therefore a single advertisement will not be able to bring about any change in their
attitude towards such brands (Stammerjohan et al., 2005) and this happens because
consumers are influenced more by prior knowledge about and/or attitude towards the
brand than they are by the new advertisement (Weilbacher, 2003). When a new product
is advertised, it is the attitude towards the ad that predicts the attitude towards the brand
(Heider, 1946). However, when an individual is exposed to a mature brand through an
advertisement, the flow is in reverse order and the attitude towards the ad will be
influenced by attitude towards the brand (Edell and Burke, 1984).
After an ad exposure, the attitude towards the advertised brand may get positively
influenced, however, such an effect dwindles over a period of time if the purchase is
delayed (Chattopadhyay and Nedungadi, 1992).
2.7 Brand Usage
Direct experience with a product, as compared to its advertising, is a stronger predictor

of purchase behaviour (Smith, 1993).
There is a relationship between gender, age and brand usage; and commercial ratings
(Schlinger, 1982). Schlinger concluded that advertised brand users form more positive
relationship with the brand and the advertisement execution style. The existing users of
a brand develop a positive attitude towards the advertised brand, while former users and
those who never used the brand will form a negative attitude towards the advertisement
(Achenbaum, 1966).
Whether a respondent is able to remember an advertising exposure will depend upon

their brand usage status (Romaniuk and Wight, 2009). Brand users remember the
advertisements better than non-brand users (Romaniuk and Wight, 2009).
2.8 Purchase Intention
Attitude towards the ad and attitude towards the brand have a direct impact on a
consumer‟s purchase intention (Goldsmith et al., 2000; Shimp, 2000). Attitude towards
the ad can also have an indirect impact on the purchase intention through attitude
towards the brand. (Mackenzie, Lutz & Belch, 1986; Brown & Stayman, 1992; Yoon et
29
al., 1998). It was also found that there is a relationship between the attitude towards the
ad and purchase intention for both familiar and unfamiliar brands (Phelps and Hoy,
1996; Homer, 1990). Attitude towards the brand has a positive effect on the purchase
intention (e.g., Brown & Stayman, 1992). Phelps and Hoy (1996) concluded that
attitude towards the brand was considered as a mediator in the relationship between
attitude towards the ad and the purchase intention.
2.9 Elaboration Likelihood Model
According to the Elaboration Likelihood Model or ELM (Figure 2.2), the involvement
of the consumers will be a strong determinant of the route to persuasion (Petty et al,
2005). Persuasion occurs when the levels of motivation, ability and the opportunity to
process are high. Such processing is also called the central route to attitudinal change
(Petty et al, 1983, 2005; Chaiken et al, 1989). If the involvement of the consumers is
not high, they would take the peripheral route to persuasion and evaluate brands with
the help of transformational appeals in the advertisement (Coulter, 2005).
Consumers with varying knowledge levels of the advertised product, will show
variation in the processing of its advertisement (MacInnis and Jaworski, 1989). Certain
situational variables like distraction (Petty, Wells, and Brock, 1976) and individual
differences like prior knowledge about a product (Cacioppo and Petty, 1980) are
significant determinants of the persuasion route as per the elaboration likelihood model.
Consumers are said to be taking the peripheral route to persuasion when their response
is less to the main message in the advertisement as compared to their response to the
elements around such a message, e.g. a celebrity endorser (Petty and Cacioppo, 1981).
When consumers do not want to utilize more cognitive resources to process information
in an advertisement, they will process the information superficially and partially
(Meyers-Levy and Malaviya, 1999).
Persuasion is most effective when there is a match between the advertising appeal used
and the psychological goals of an individual (Lavine and Snyder, 1996; Shavitt and
Nelson, 2002). When the consumer is highly involved, it is the utilitarian appeal that
works best (Erevelles, 1998).
30
The factors that positively relate liking of a commercial to persuasion are – involvement
of the viewer and the relevance of the commercial (Biel and Bridgwater, 1990). Liking of
a commercial is a function of product category (Biel and Bridgwater, 1990). The
relationship between liking of a commercial and persuasion is more in case of low-
involvement product categories like fast-moving-consumer-goods (Biel and Bridgwater,
1990). Consumer involvement (James and Kover, 1992) and knowledge (Osmonbekov,
Gregory, Brown, and Xie, 2009) are other major factors that cause variation in the attitude
towards advertising.
Advertisement
No
Motivation to
Process Information
Peripheral Cue
Present
Yes
No
Ability to Process
Information Yes
Yes
Central Route to Peripheral Route to

Attitude Change Attitude Change
Source: Batra, Myers, and Aaker (1996)
Figure 2.2: Elaboration Likelihood Model
If the consumers‟ involvement is high for a product category, they will use their
cognitive effort to evaluate and process the rationale communicated in the advertisement
(Brown et al, 1998). The affective responses will not exert much influence on such
consumers as they will evaluate the advertising more on the basis of their cognitions. A
stimulus on low-involvement product category is processed using the peripheral route
to persuasion (Coulter, 2005). While the information communicated through an
advertisement is important to bring about a variation in the consumers‟ attitude towards
a low-involvement product, it is the other elements like the celebrity endorser, which
31
are more important to bring about such variation (Petty, Cacioppo, and Schumann,
1983).
The affective and cognitive components of persuasion are interrelated (Edell and Burke,
1987; Mackenzie, Lutz, and Belch, 1986). In case of high involvement situations,
consumers use their rational thoughts to process information about the product (Vakratsas
and Ambler, 1999). In low-involvement situations, persuasion is mainly because of the
execution style of the advertisement and the liking of the source, and not because of the
processing of the main message (Chaiken, 1980; Petty and Cacioppo, 1979).
According to Zeitlin and Westwood (1986), the emotional content of an advertisement

enhances its processing. They pointed out that emotional content can be the advertised
brand‟s benefits or attributes; secondly, emotional content of the advertisement can
better communicate the message by making it memorable and emphasizing upon the
benefits; and thirdly, the emotional content helps in evoking an emotional response or
feelings from the receiver of the message. Therefore, an advertisement can be made
more effective if the right emotion is used in it in an appropriate manner. Other than the
amount of time spent in an advertisement on mentioning or presenting the brand name,
an advertisement has 50 percent more emotional and visual content than it has
information and audio (Royo-vela, 2005).
Processing of advertisement information leads to brand (advertised brand) evaluation

(Mitchell, Russo, and Gardner, 1980). Central as well as peripheral processing of
information in an advertisement leads to the formation of attitude towards the ad (Mick,
1992; Homer, 1990). Both central route and peripheral route to attitude change may be
taken by an individual in certain situations (Lutz, Mackenzie, and Belch,1983). Studies
carried out by Zajonc (1980) and LeDoux (1989) have concluded that cognition does
not precede emotion.
Individuals‟ usage of the two dimensions of a message - hedonic and utilitarian –

depends on how much they are involved in the processing of the message (Miniard,
Bhatla, and Rose, 1990).
32
People pay more attention to advertisements with novelty (Bettman 1979; Pieters,
Warlop, and Wedel, 2002). There is a high amount of elaboration (Moore and
Hutchinson 1983), and better recall (Rosbergen, Pieters, and Wedel, 1997) of such
advertisements.
2.10 Demographics and Advertising
Advertising can bring results only when it is target-audience oriented (Wells et al.,
2003). Demographics are used by advertisers because of the easy availability and
measurability of such data; and also because they are good predictors of brand choices.
But there is a difference in the behaviours when it comes to media selection and
purchases (Alwitt and Prabhaker, 1994).
Gender does not impact the emotional response to an advertisement. The socio-
psychological factors in a person, along with certain executional elements of the
advertisement cause a variation in the emotional response to the advertisement (Stout
and Rust, 1993). The probability of men forming a positive attitude towards advertising
is higher than that of women. Women have a better orientation towards relationships,
are more concerned about their and others‟ health, and are more anxious about social
good than men (Shavitt, Lowrey, and Haefner, 1998). Female consumers are more
likely to positively respond to persuasion as compared to male (McGuire, 1969), though
Eagly (1978) challenged this finding. There is no undisputed opinion on the relationship
between gender and emotional response (Duda and Brown, 1984) even as there is a
general agreement that females perceive and express emotions more precisely than
males (see Hall, 1979).
Ageing happens because of the decline in the sensory perception and the integrative
efficiency of the central nervous system. Therefore, the ageing process has a negative
impact on expression, recognition and interpretation of emotion (Brooner, Templer, and
Corgiat, 1983). Constantly targeting a certain category of consumers with television
commercials may antagonise the non-targeted consumer groups and they may then
develop a dislike for television advertising (Aaker and Dean, 1993). Hence, age and the
attitude towards advertising form a negative relationship (Shavitt, Lowrey, and Haefner,
1998). It is to be noted that the relationship between attitude towards advertising in
33
general and attitude towards a single advertisement is important (Dutta-Bergman,

2006). Therefore, older consumers may dislike all advertisements, as their attitude
towards advertising in general is not positive.
Older respondents want more advertising regulation as compared to the younger ones
(Shavitt, Lowrey, and Haefner, 1998). The demographic group, which is not frequently
targeted is the older consumers. The younger consumer groups, on the other hand, are
targeted more frequently (Alwitt and Prabhaker, 1994), thereby creating a value
dissonance among the older consumers. In order to reach out better to older consumers,
the marketer should focus on the quality of information communicated through their
advertisements (Dutta-Bergman, 2006). Consumers who trust advertising claims and
have positive attitude towards advertising, are better persuaded than those who distrust
advertising claims and have negative attitude towards advertising (Mehta, 2000).
Generational cohort is a group of individuals who were born in the same period and
went through similar events and societal changes after their adolescence and before
their early adulthood years (Rogler, 2002; Ryder, 1965). Individuals belonging to the
same cohort are similar in their thinking and behaviours as compared to others
belonging to a different period (Gursoy et al., 2008).
Advertising is more effective when targeting consumers in low income groups and with
low education levels (Dutta-Bergman, 2006). Education forms a negative relationship
with attitude towards advertising (Shavitt, Lowrey, and Haefner, 1998). Wealthier people
dislike television advertising more (Soley and Reid, 1983). Affluent consumers tend to
dislike advertising more (Alwitt and Prabhakar, 1992; Condry, 1989). Affluence, as a
predictor, comprises demographic and attitudinal constructs and therefore, income alone
may not be able to predict purchase behaviour well (Rodkin, 1990).
2.11 Personality Traits and Advertising
Ever since the subject of marketing has been recognised, there has been an interest
about the relationship between personality and consumer behaviour (Haugtvedt, Petty,
and Cacioppo, 1992).
34
Generally, we differentiate people around us on the basis of their personality traits. If

firms too adopted this approach concerning their customers, they would be able to
develop more meaningful relationships with them (Myers, Sen, and Alexandrov, 2010).
Deighton (2005) stated that research on personality will open a new approach for
building the right marketing strategies in future and help firms understand their
audience the same way the audience understands them. Scholars, since the 1930s, have
always believed that there is a strong linkage between communication and personality
(Daly, 1978).
According to the trait or factor theories, personality is a combination of factors related

to a specific situation or test. Personality is nothing but habitual responses to
generalised cues (Kassarjian, 1971). According to the trait theory, individuals behave
differently because they have varying amounts of certain measurable traits (Goldberg,
1999). Personality trait differences should be studied to find out how such differences
cause variation in information processing (Fiske and Taylor, 1991).
According to Kassarjian and Sheffet (1991), ten percent of variation in consumer

behaviour is explained by personality traits. While various researches have been
performed on the relationship between demographics or psychographics and attitude
towards advertisements (e.g., Dutta-Bergman, 2006), studies about the effects of
personality traits on attitude towards the advertisements or consumer behaviour are very
few. There is a high need to perform elaborate research in this area. Personality may
have a relationship with emotions (Larsen and Ketelaar, 1991). More research studies
are being conducted using consumer personality traits and values as market
segmentation variables.
Dependent variables like the kind of TV programs watched or time spent watching
television are better predicted using personality variables (Sandy and Gosling, 2013).
There is a relationship between personality traits and the selection of a product category
– for example, sports utility vehicle is best marketed using personality trait as a
predictive variable as compared to a sedan (Sandy and Gosling, 2013). Selection of a
sports car is positively related to extraversion and openness-to-experience and
negatively to agreeableness. Demographic variables like age and gender do not show
35
any relationship here (Sandy and Gosling, 2013). Cellphone ownership, though, is
correlated with young age (Sandy and Gosling, 2013). Matzler, Bidmon, and Grabner-
Kräuter (2006) concluded that personality-based differences among consumers could
lead to differences in formation of brand loyalty and brand affect and can also cause
differences in the expectation of values among consumers. Various studies in the past
on areas like conscious and unconscious needs (Brody and Cunningham, 1968), self
confidence (Fry, 1971), need for cognition (Haugtvedt, Petty, and Cacioppo, 1992),
among others have shown the relationship between personality traits and consumers‟
brand choices and preferences.
The findings of LaBarbera, Weingard and Yorkston (1998) were based on the
sensing/intuiting dimension of personality that was explained by Jung (1971).The sensing
type of respondents evaluated the advertising images and the entire advertising in a more
positive way when the advertisement had more of specific visuals. The intuitive type of
respondents evaluated the advertisement more positively when the ad had more of
abstract visuals. Therefore, congruency between an advertising message and the
recipient‟s self-concept results in advertising success (Wang and Mowen, 1997).
Individuals respond better to messages that match their personality traits (Moon, 2002).
Individual differences like self-monitoring (e.g., Snyder & DeBono, 1985), involvement
(e.g., Park and Young, 1986), product knowledge (Maheswaran and Sternthal, 1990),
and need for cognition (e.g., Venkatraman et al., 1990) are related to advertising
responses. The meaning of an advertisement according to an individual may be
different from the response expected by the advertiser (Stern, 1991). The interpretation
and processing of an advertisement is carried out by the receiver and his or her response
may turn out to be different from that expected by the advertiser (Stern, 1991; Mick and
Buhl, 1992). Individuals vary in their attitude formation towards advertising. Some will
form initial affective response and some initial cognitive response. Individuals carry out
information processing based on their own personality traits and therefore they have
varying preferences for advertising appeals (e.g., LaBarbera, Weingard, and Yorkston,
1998). In fact, personality traits are so strong that, according to Mehta (1999),
individuals form positive or negative responses towards the ads based on such traits,
irrespective of the type of ad appeals.
36
It is strange that marketing research studies have ignored the fact that different types of
customers may show varying behaviors (Myers, Sen, and Alexandrov, 2010).
Understanding the consumers‟ personality traits will enable the marketers to target them
with the right advertising strategy (Myers, Sen, and Alexandrov, 2010).
Feelings of individuals are antecedents to their ad responses. Study of relationships

between feeling-based ad-responses and personality traits is of high significance to
marketers as it may help them in using the right emotional appeal in their ads
(Mooradian, 1996). Individuals with certain personality traits respond to advertisements
in a certain manner irrespective of the type of advertising appeal used in the
advertisement (Mehta, 1999). Feeling responses of consumers towards advertising vary
and such variances could be attributed to personality trait differences (e.g., Aaker and
Stayman, 1989; Edell and Burke, 1987; Lutz, 1985).
On the other hand, Haugtvedt, Petty, Cacioppo, and Steidley (1988) found that people
who are high in need for cognition (need for cognition is a measure of the chronic
tendency of a person to engage in and enjoy thinking) tend to be affected more by
product-related arguments in an ad than those who are low in need for cognition.
Some personality traits used in previous customer-based studies are: felt involvement
(Celsi and Olson, 1988), and need for cognition as per various studies (e.g., Martin,
Lang, and Wong, 2004), among others. The Freudian theories and other psychoanalytic
theories have influenced social science, literature, medicine and marketing (Kassarjian,
1971). However, Kassarjian and Sheffet (1991) identified 300 different consumer
behaviour studies in the area of personality and observed that they could not describe
how personality variables affect consumer behaviour.
The Big Five
The five-factor model (Norman, 1963, 1967; Goldberg, 1981; McCrae and Costa, 1987,
1997; Costa and McCrae, 1992) or the Big Five model (Ewen, 1998) is a significant
personality concept in trait psychology (Funder, 2001). The Big Five model has been
widely accepted framework to study the personality traits of consumers (John &
Srivastava, 1999).
37
The Big Five or five-factor personality taxonomy has come out as the most frequently
used personality trait model (e.g., John and Srivastava, 1999; McCrae and Costa, 1999).
It appeared in certain studies in and before the early 90s (e.g., Barrick and Mount, 1991)
across various cultures, using varied framework and instruments (e.g., Digman, 1990;
Goldberg, 1990; Norman, 1963). The Big Five personality factors found were extraversion,
agreeableness, conscientiousness, emotional stability or neuroticism, and openness to
experience.
These personality traits have more explanatory power than any other personality
research methods (Fagan, Wise, Schmidt, Ponticas, Marshall, and Costa, 1991;
Mershon and Gorsuch, 1988). Digman and Inouye (1986) and Costa, McCrae, and
Dembroski (1989) stated that the taxonomy has much to contribute towards personality-
based and consumer behavioural studies.
The Big Five model has been used in research studies executed in the USA, the UK,
and Japan and has also been validated in these countries (Miller, 1991). The model has
been successfully used in job application and medical care situations (Barrick and
Mount, 1993), personnel selection (Schmit and Ryan, 1993), industrial/ organisational
psychology (Hough, 1992; Mount and Barrick, 1998; Hurtz and Donovan, 2000; Judge
and Ilies, 2002; Salgado, 2003), management (Lievens et al., 2001), success (Judge and
Higgins, 1999) and performance (Tett and Burnett, 2003).
According to Baumgartner (2002), the Big Five model has not been used yet across
marketing research studies, though, soon it will be. In Mowen‟s 3M model of
motivation (Mowen, 2000), the model has been used along with a consumer-behaviour
model.
Five Factors of the Big-five Model
Extraversion: People high in extraversion are talkative and bold (Goldberg, 1992),
social, more willing to express their opinions and leadership, like to influence others
and negotiate (Raymark, Schmit, and Guion, 1997), and exhibit a need for affiliation
(Donavan, Carlson, and Zimmerman, 2005). The higher the extraversion in an
individual, the more he would prefer transformational ads than informational ads
(Myers, Sen, and Alexandrov, 2010).
38
According to Cetola and Prinkey (1986), introverts and extroverts are affected
differently by different arousal levels. Extroverts respond more positively to higher
arousal levels and introverts respond more negatively to lower arousal levels.
Mooradian (1996) found that extraversion had a relationship with positive ad-evoked
feelings.
Extraversion, as per Barrick and Mount (1991), very well explains findings in
occupations related to management, sales, and social interaction. People who are highly
extraverted are gregarious, assertive, and proactive communicators (Weaver, 1998).
Generally, extraverted consumers develop a positive attitude towards advertisement and

brand, irrespective of the level of congruency between the brand image and their ideal
self-concept (Chang, 2001).
Agreeableness: It is the motivation level to have congenial relationship with others

(Digman, 1997). Individuals high on this scale look forward to having union, intimacy,
and solidarity (De Raad, 2000) and like an experience-based transformational
advertisement (Myers, Sen, and Alexandrov, 2010). Individuals scoring high on the
agreeableness scale respond more positively towards a product (Larson and Sachau,
2009).
Conscientiousness: Conscientiousness accurately predicts for all job-related-criterion

studies and occupational groups (Barrick and Mount, 1991; Hough et al., 1990). People
with a high degree of this factor are trustworthy, hardworking, goal-oriented, organised,
appreciate details (Costa and McCrae, 1992), and believe that gathering information is
important to achieving success (Tidwell and Sias, 2005). Such consumers show a more
positive relationship with informational ads (Myers, Sen, and Alexandrov, 2010).
Individuals scoring low on the conscientiousness scale are generally not driven by goals
and success and are more laid-back in their approach (Larson and Sachau, 2009).
Conscientiousness is willingness to achieve (Smith, 1967). Individuals high in
conscientiousness can be depended upon, and are responsible and methodical (Tidwell
and Sias, 2005). Therefore, people who are high on this scale are ahead of those who
are not (Barrick & Mount, 1991; Salgado, 1997). However, there are some scholars
who disagree on it (Hurtz & Donovan, 2000).
39
Emotional Stability/ Neuroticism: People high in neuroticism experience more of

negative emotions like anxiety, anger, depression, and guilt. More than others, such
individuals dislike being laughed at and are easily embarrassed (Costa and McCrae,
1992). Mooradian (1996) found that neuroticism had a relationship with negative ad-
evoked feelings. They form a positive association with transformational advertisements
(Myers, Sen, and Alexandrov, 2010). Alternatively, the factor is also called emotional
stability. People low in neuroticism are high in emotional stability. People high on the
neuroticism scale are easily threatened under ordinary situations, and do not respond
well to environmental stress.
Across studies, extraversion has been found to be in association with positive affect and
neuroticism with negative affect (e.g., Watson and Clark, 1992). Extraversion and
neuroticism are considered as the Big Two (e.g. Eysenck, 1967). According to Loehlin
(1992), almost 60 percent of the variance in extraversion and 50 percent in neuroticism
are related to genetic differences. There is a relationship between extraversion and
positive affectivity and between neuroticism and negative intensity and negative
reactivity (Williams, 1989).
Wanberg and Kammeyer-Mueller (2000) found that there is a negative relationship

between neuroticism and interpersonal interaction.
Openness to Experience: People high on this factor are imaginative, attentive to their
feelings, unconventional, have wide range of interests, and like variety (Fiske, 1949;
McCrae and Costa, 1997). Such people like transformational ads more than
informational ads (Myers, Sen, and Alexandrov, 2010). People high on openness-to-
experience scale are curious and unbiased (Tidwell and Sias, 2005).
Consumers highly agreeable, conscientious, open to experience, and extraverted rate the
products more favourably than the individuals who are low on these scales (Larson and
Sachau, 2009).
2.12 Consumer Decision Making Styles and Advertising
In a study, Walsh, Mitchell, and Hennig-Thurau (2001) stated that sufficient knowledge
about different cultures will help marketers enter and expand into the foreign markets.
40
It cannot be denied that effective advertising is a result of thorough understanding of the

target segment (Frochot & Morrison, 2001; Plummer, 1974). In the past, consumers
have been segmented in various ways – psychographic and demographic are two of
them (Kotler and Armstrong, 2011). Meredith and Schewe (2002) segmented
consumers on the basis of generations cohorts. Lifestyle and shopping orientations can
also be used to segment the market for selection of media and copy design (King and
Summers, 1969).
Consumers shop not only to buy a product (Stone, 1954). Stone concluded that there are
four types of shoppers: economic, personalising, ethical, and apathetic. Individuals with
varying shopping orientations have varying media and amount-of-media preferences
(e.g., Bruno, Hustad, and Pessemier, 1973; Moshis, 1976). Studies in the past (e.g.,
Darden and Reynolds, 1971; Sproles and Kendall, 1986; Lysonski et al., 1996; Mitchell
and Walsh, 2004) have identified consumer decision making styles as information
search behaviour, store patronage, shopping orientation, and consumer decision making
styles.
Consumer Styles Inventory (CSI) developed by Sproles and Kendall (1986) is an

effective way of segmenting the shoppers (Bakewell and Mitchell, 2004). According to
Lysonski and Durvasula (2013), the CSI uses affective and cognitive bases of consumer
decision-making to categorise consumers on their shopping styles. Such a categorization
could be used to develop homogenous groups. The decision-making, which may affect
consumers‟ behaviour for their entire life, can be understood as their buying-decision-
making attitudes irrespective of the product or service (Walsh, Hennig-Thurau, Wayne-
Mitchell and Wiedman, 2001). Walsh et al. (2001) stated that in order to devise effective
marketing strategies, consumer markets could be segmented on the basis of CSI, pretty
much like markets segmented on the demographic and psychographic variables.
Grouping consumers in this manner helps marketers differentiate in what they are
offering (Mitchell and Bates, 1998). Recently, Bandara (2014) stated that consumers‟
buying behaviour is an effect of their various decision-making styles.
Segmenting consumers on shopping orientations began much early (Stone, 1954).

Later, many more research studies in this area were executed (e.g., Moschis, 1976;
41
Valencia, 1982; Gutman and Mills, 1982; Lumpkin, Hawes and Darden, 1986; Sproles
and Kendall, 1986; Sproles and Sproles, 1990; Shim and Kotsiopulos, 1993).
Of late, most research studies have used Consumer Styles Inventory to study the
shopping behaviour of consumers (Hanzaee and Aghasibeig, 2008). In a fresh research,
Sproles and Sproles (1990) revised and reduced the inventory to 39 items.
According to Sproles and Kendall (1986), consumer literature says that there are three
ways to characterise consumer decision-making styles: psychographic/lifestyle
approach, consumer typology approach, and consumer characteristics approach.
Consumers‟ mental orientation characterising their choice-making approach is what is
consumer decision-making style and such a concept is of great significance in market
segmentation and understanding consumer behaviour (Sproles and Kendall, 1986;
Walsh et al., 2001).
Consumer Styles Inventory (Sproles and Kendall, 1986)
Perfectionistic/ High Quality Conscious: These consumers prefer to purchase high

quality products. They are cautious and methodical.
Brand Conscious/ Price Equals Quality: Consumers buy products that are recognised
at a national level and are high priced. As per them, high price means better quality. As
brand conscious consumers rely on information through advertisements (Dutta-
Bergman, 2006), they prefer to purchase highly advertised and best-selling brands.
Novelty-Fashion Conscious: Consumers prefer to buy products that are new and
innovative. They get their pleasure from new things. Such consumers do not care much
about price and may be impulsive while shopping.
Recreational-Shopping Conscious: Consumers enjoy shopping as an activity and take

it as entertainment.
Price-Value Conscious/ Value for Money: They compare and buy. They demand high
value for money and would not like to spend more where they don‟t get such a value.
Impulsive/ Careless: Such consumers purchase products on an impulse and do not

have concerns about the price. They shop unplanned. Impulse buying is marked by a
42
sudden and strong urge to buy a product on an immediate basis. Such a buying may
result in an emotional conflict. Such a buyer does not consider about the consequences
of such a purchase (Rook, 1987). It is a kind of a struggle between will power and
desire (Hoch and Loewenstein, 1991).
Confused by Over-choice: These consumers are confused by various purchase options

and are therefore not able to decide what they should buy.
Habitual/ Brand Loyal: Consumers who willingly continue to repurchase the same
brand or from the same store. Shim (1996) simplified the abovementioned styles by
classifying them into three orientations to consumer activities: utilitarian orientation –
price consciousness and perfectionism; social/ conspicuous orientation – brand
consciousness, novelty-fashion consciousness, recreational/ shopping consciousness,
and habitual/ brand loyal; and undesirable orientation – impulsiveness and confused by
over-choice.
Replications of CSI were performed in China (Fan and Xiao, 1998), Great Britain
(Mitchell and Bates, 1998), Greece, India, New Zealand, and USA (Lysonski,
Durvasula and Zotos, 1996), New Zealand (Durvasula, Lysonski and Craig, 1993) and
South Korea (Hafstrom, Chae and Chung, 1992). In all of these seven countries,
presence of most of the styles were confirmed. Some researchers, though, have
contended that generalisation of the CSI has not been established by studies in the past
(e.g. Yasin, 2009; Canabal, 2002). Lysonski et al. (1996) contended that researchers
found it difficult to understand the Indian and Greek consumers‟ behaviour on all the
factors of the inventory. In a study in south India by Canabal (2002), only five styles
could be confirmed. In studies conducted in China (Fan and Xiao, 1998) and Germany
(Walsh et al., 2001) too, not all styles could be confirmed and so India is not an
exception.
All consumers have their own decision-making styles with which they participate in
shopping activities (Lysonski and Durvasula, 2013), whatever the product category
(Park, Yu and Zhou, 2010).
43
Chapter 3: Hypotheses and Research Methodology
CHAPTER 3
HYPOTHESES AND RESEARCH METHODOLOGY
The first part of this chapter presents the research objectives and development of the
hypotheses taken up for examination in this study. Subsequently, a conceptual model
depicting various relationships among the variables in the study is presented. The
remaining part of the chapter details the research methodology adopted for the study
including the selection and description of television commercials, data collection method
and sampling, and administration of questionnaire. Towards the end of the chapter the
description of the questionnaire and the data analysis tools used in the study are provided.
3.1 Definition/ Meaning of Key Terms
The following are the definitions or meanings of the terms as implied in the study.
Most of these definitions or meanings are based on the previous research studies.
Advertising appeal The approach to seek the attention of consumers

and/or to influence their feelings about the
advertised brand or cause (Belch and Belch, 2003).
Advertising with social dimension Advertising associated with various causes such as
racial harmony, domestic violence, breast cancer,
rape prevention, literacy, gay rights, AIDS, drug
prevention, wetlands and wildlife preservation, and
mental and physical disabilities is called
advertising with social dimension Amott, 1994;
Garfield, 1993 and 1994).
Attitude-towards-the-ad Manner in which individuals evaluate an appeal in

the advertisement they are exposed to, and such an
evaluation can be favourable or unfavourable
(MacKenzie and Lutz, 1989; Moore and Harris,
1996).
*Attitude-towards-the-advertising-appeal Attitude towards the ad with a type of appeal.
Consumer decision-making styles Eight shopping styles representing the Consumer

Styles Inventory (Sproles and Kendall, 1986)
– perfectionistic, brand conscious, novelty-fashion
conscious, recreational-fashion conscious, price-
value conscious, impulsive, confused by
overchoice, and habitual.
44
Emotional appeal Appeals based on the psychogenic and social needs

of the individuals, which generate their feelings
(see Belch and Belch, 2003).
Execution style The manner in which a message based on an

appeal is presented to the audience (Belch and
Belch, 2003).
Feelings-from-the-ad Affect-based responses or feelings generated by an

individual when exposed to an advertisement (see
Schiffman and Kanuk, 1998).
Judgements-about-the-ad The cognitions or judgements formed by an

individual when exposed to an advertisement (see
Schiffman and Kanuk, 1998).
Personality traits The five personality traits as per the Big-five model
are – extraversion, agreeableness, conscientiousness,
emotional stability, and openness to experience (e.g.,
Norman, 1963, 1967; Goldberg, 1981; Gosling,
Rentfrow, and Swann, 2003).
*Post-exposure attitude-towards-the-brand An individual‟s attitude towards a brand after the

ad exposure.
*Pre-exposure attitude-towards-the-brand An individual‟s attitude towards a brand before the

ad exposure.
*Prior-purchase-intention An individual‟s purchase intention before the ad

exposure.
Rational appeal Appeals based on the functional needs of the

buyers of products or services, which inform the
consumers about the benefits and attributes of the
product or service and persuade them how their
needs could be satisfied (see Belch and Belch,
2003).
*Social dimensional appeal Advertising with social dimension (as mentioned

above) with the economic objective of brand image
enhancement, brand-equity building, or increasing
the sales revenue (Drumwright, 1996).
* term used by the researcher for the purpose of this study
3.2 Research Objectives
The study aims to understand the consumer attitudes towards the various advertising
appeals used in the television commercials for selected product categories and the
antecedents that influence these attitudes. The following are the specific objectives of
the study:
45
1. To study the consumer attitudes towards various advertising appeals used in

television commercials.
2. To study the relationship between select demographic variables and attitude-

towards-the-advertising-appeal.
3. To study the relationship between the judgements-about-the-ad and feelings-

from-the-ad, and attitude-towards-the-advertising-appeal
4. To study the relationship between select consumer personality traits and attitude-
towards-the-advertising-appeal
5. To study the relationship between the consumer decision-making styles and

attitude-towards-the-advertising-appeal
6. To study the relationship between pre-exposure attitude-towards-the-brand and

7. To study the relationship between prior-purchase-intention and attitude-towards-

the-advertising-appeal
8. To study the relationship between attitude-towards-the-advertising-appeal and

post-exposure attitude-towards-the-brand.
3.3 Classification of Advertising Appeals
The approach to seek the attention of consumers and/or to influence their feelings about
the advertised brand or cause is understood as an advertising appeal (Belch and Belch,
2003).
Crask, 1995). Execution style is the manner in which a message based on an appeal is
presented to the audience (Belch and Belch, 2003). Appeals are either “rational” or
“emotional” (Belch and Belch, 2003; Aaker and Norris, 1982); “informational” or
“transformational” (Puto and Wells, 1984); “thinking” or “feeling” (Vaughn, 1980);
“utilitarian” or “value-expressive” (Johar and Sirgy, 1991). Pollay‟s list of appeals
consists of forty-two appeals (1983) in it. Refer to Table 2.1.
46
The classification of rational and emotional advertising appeals as summarised by

Belch and Belch (2003) was adopted for the purpose of this study. They summarise:
Informational/rational appeals are based on the functional needs of the buyers of products
or services. These appeals inform the consumers about the benefits and attributes of the
product or service and persuade them how their needs would be satisfied. Rational
motives such as comfort, convenience, economy, health, feature, sensory and other
benefits, quality, dependability, durability, efficiency, efficacy, and performance. Rational
appeals could also be based on competitive advantage, feature, favorable price, news, and
product/ service popularity appeals (see Belch and Belch, 2003).
Emotional appeals are based on the psychogenic and social needs of the individuals. The
motives to buy can be emotional and therefore the advertisers are more interested in the
feelings of their consumers towards their brands, especially when their brands are not
very different from the competing ones in the market and differentiating them with
rational appeals becomes difficult. Personal states – safety, security, fear, love/affection,
happiness, joy, nostalgia, sentiment, excitement, arousal/stimulation, sorrow/grief, pride,
achievement/ accomplishment, self-esteem, actualization, pleasure, ambition, comfort –
and social-based feelings (recognition, status, respect, involvement, embarrassment,
affiliation, rejection, acceptance, approval) are the motives for emotional appeals (see
Belch and Belch, 2003).
Along with the above-mentioned appeals, advertising with social dimension was also
studied as this category of advertising strategy has emerged in recent years and is being
employed by a growing number of advertisers.
According to Drumwright (1996), companies have, through their advertising, associated

with various causes such as racial harmony, domestic violence, breast cancer, gay
rights, rape prevention, literacy, AIDS, drug prevention, wetlands and wildlife
preservation, and mental and physical disabilities. Such advertising is called company
advertising with social dimension (Amott, 1994; Garfield, 1993 and 1994).
Social dimension advertising could be categorised based on their objectives – economic,

non-economic, and mixed (mix of economic and non-economic objectives). Economic
47
advertisements have the objective of brand image enhancement, brand-equity building, or

increasing sales revenues. Even though there is a presence of a social message, there is no
social objective. However, such advertisements do benefit the society in their own ways.
Non-economic advertisements, on the other hand, are those which have no economic or
profit motive and the only objective of the company is to stand for a social cause and
provide an individual or societal benefit. Mixed advertisements have a mix of social and
economic objectives (Drumwright, 1996).
In recent years, a number of firms in India have used social dimensional appeals in their
advertisements. Such a category of advertising is in the top ten most advertised
categories (Source: TAM Media Research, 2012). However, it is the economic category
of social dimensional appeals, which is being used more frequently. The increasing
number of campaigns based on this appeal is an indicator that advertisers hope to use
advertising with social dimensions as a means of long-term brand building.
3.4 Attitude towards the Ad
A predisposition to react to an advertising stimulus in a positive or negative manner is

attitude towards the advertisement (Lutz, 1985). Attitude towards the ad has both
cognitive as well as affective elements (Edell and Burke, 1987).
This research is a study of consumer attitudes towards the advertising appeals used in
television commercials. For this purpose, the attitude towards different advertisements
with rational, emotional, and social dimensional advertising appeals were studied.
Attitude towards the ad is the manner in which individuals evaluate an appeal in the
advertisement they are exposed to, and such an evaluation can be favourable or
unfavourable (MacKenzie and Lutz, 1989; Moore and Harris, 1996).
Therefore, now onwards, for the purpose of this study, attitude towards the ad is
mentioned as attitude-towards-the-advertising-appeal.
3.5 Research Hypotheses

The research hypotheses were established based on an extensive literature review and
discussions with the academic and industry experts in the field. A set of factors were
48
identified as hypothesised antecedents to consumer attitudes towards the advertising

appeals used in television commercials.
3.5.1 Demographics and Attitude-towards-the-Advertising-Appeal
Gender and Attitude-towards-the-Advertising-Appeal
Women care more about their and others‟ health, are more concerned about social welfare
than men (Shavitt, Lowrey, and Haefner, 1998) and respond more favourably to
persuasion as compared to men (McGuire, 1969). Females perceive and express emotions
more precisely than males (see Hall, 1979). Therefore, it was hypothesised that:
H1a: There is a relationship between gender and attitude-towards-the-advertising-appeal
Age and Attitude-towards-the-Advertising-Appeal
There is a negative relationship between age and attitude towards advertising (Shavitt,
Lowrey, and Haefner, 1998). Dutta-Bergman (2006) posit that the attitude of consumers
towards advertisements in higher age groups may not be positive as they dislike
advertising in general. This could also be related to generational cohorts. Generational
cohort is a group of individuals who were born in the same period and went through
similar events and societal changes after their adolescence and before the early
adulthood years (Rogler, 2002; Ryder, 1965). Individuals who belong to the same
cohort think and behave the same way as compared to those who belong to different
ones (Gursoy et al., 2008). Therefore, it was hypothesised that:
H1b: There is a relationship between age and attitude-towards-the-advertising-appeal
Education and Attitude-towards-the-Advertising-Appeal
There is a negative relationship between education and attitude towards advertising

(Alwitt and Prabhakar, 1992; Condry, 1989; Shavitt, Lowrey, and Haefner, 1998).
Therefore, it was hypothesised that:
H1c: There is a relationship between education and attitude-towards-the-advertising-appeal
49
Income and Attitude-towards-the-Advertising-Appeal
Similar to education, income too has a negative relationship with the attitude towards
advertising (Dutta-Bergman, 2006). Wealthier people dislike television advertising
more (Soley and Reid, 1983). Affluent people dislike advertising more (Alwitt and
Prabhakar, 1992; Condry, 1989). So, it was hypothesised that:
H1d: There is a relationship between income and attitude-towards-the-advertising-appeal
3.5.2 Judgements-about-the-ad and attitude-towards-the-advertising-appeal

According to Breckler (1984), the cognitive component of the ad comprises judgements
made about the advertisement. Such cognitions are the antecedents of the attitude
towards the advertisement (Lutz, Mackenzie, and Belch, 1983). Burton and Lichenstein
(1988) stated that any information in an advertisement that causes the cognitive
processing of the advertisement can have an effect on the attitude towards the ad. Also,
with respect to the advertising with social dimension, cause claims can bias the
consumers‟ evaluation of a brand and affect their attitude towards the brand (Chaiken
and Maheswaran, 1994). Therefore, it was hypothesised that:
H2a: There is a relationship between judgements-about-the-ad and attitude-towards-

3.5.3 Feelings-from-the-ad and Attitude-towards-the-Advertising-Appeal

A consumer forms various affects or feelings when exposed to an advertisement
(Schiffman and Kanuk, 1998). Feelings predict attitude towards the ad (Edell and
Burke, 1987) and one does not have to make an extra effort to elicit feelings as a
response to an ad (Zajonc, 1980). Affect influences processing of the ad (Gardener,
1985; Mackenzie, Lutz and Belch, 1986). Feelings from an ad comprise both positive
(upbeat and warm) and negative feelings (Edell and Burke, 1987). Negative feelings are
generated if the consumers fail to process the ad (Phillips, 2000). When individuals
have positive feelings about advertising in general, they will form a favourable attitude
towards the ad (Bartos and Dunn, 1974; Bauer and Greyser, 1968; and Lutz, 1985).
Therefore, it was hypothesised that:
H2b: There is a relationship between feelings-from-the-ad and attitude-towards-the-

advertising-appeal
50
3.5.4 Personality Traits and Attitude-towards-the-Advertising-Appeal
The interpretation of an advertisement by an individual could be different from that

expected by the advertiser (Stern, 1991; Mick and Buhl, 1992) as individuals process
information differently based on their own personality traits and vary in their
preferences for advertising appeals (e.g., LaBarbera, Weingard, and Yorkston, 1998).
Individuals form attitude towards the advertisement based on these traits (Mehta, 1999).
The five-factor model (Norman, 1963, 1967; Goldberg, 1981; McCrae and Costa, 1987,
1997; Costa and McCrae, 1992) or the Big Five model (Ewen, 1998) is a significant
personality concept in trait psychology (Funder, 2001). The personality traits as per the
Big-five model and the relationship with attitude-towards-the-advertising-appeal are:
Extraversion and Attitude-towards-the-Advertising-Appeal
Highly extraverted people are talkative, bold (Goldberg, 1992) and social, are more
willing to express their opinions and leadership, like to influence others and negotiate
(Raymark, Schmit, and Guion, 1997), and exhibit a need for affiliation (Donavan,
Carlson, and Zimmerman, 2005). The more an individual is extraverted, the more he
would prefer transformational advertisements and not informational (Myers, Sen, and
Alexandrov, 2010). Extraversion has a relationship with positive ad-evoked feelings
(Mooradian, 1996). There is a positive relationship between extraversion and attitude
towards the ad (Chang, 2001). Therefore, it was hypothesised that:
H3a: There is a relationship between extraversion and attitude-towards-the-advertising-

appeal
Agreeableness and Attitude-towards-the-Advertising-Appeal
Highly agreeable people form congenial relationship with others (Digman, 1997) and
look forward to having union, intimacy and solidarity (De Raad, 2000). Such
individuals like experience-based transformational advertisements (Myers, Sen, and
Alexandrov, 2010). Hence, hypothesised that:
H3b: There is a relationship between agreeableness and attitude-towards-the-advertising-

appeal
51
Conscientiousness and Attitude-towards-the-Advertising-Appeal
Highly conscientious individuals are trustworthy, organised, goal-oriented, want details

(Costa and McCrae, 1992) and believe that seeking information is a must to get success
(Tidwell and Sias, 2005). Such consumers form a positive relationship with informational
advertising (Myers, Sen, and Alexandrov, 2010). Therefore, it was hypothesised that:
H3c: There is a relationship between conscientiousness and attitude-towards-the-

advertising-appeal
Emotional Stability/ Neuroticism and Attitude-towards-the-Advertising-Appeal
People who are less emotionally stable or more neurotic frequently experience anxiety,
anger and depression. They dislike being laughed at and are embarrassed easily (Costa
and McCrae, 1992). Neuroticism forms a relationship with negative ad-evoked feelings
(Mooradian, 1996). High-on-neuroticism individuals like transformational advertisements
more (Myers, Sen, and Alexandrov, 2010). Hence, it was hypothesised that:
H3d: There is a relationship between emotional stability and attitude-towards-the-

advertising-appeal
Openness to Experience and Attitude-towards-the-Advertising-Appeal
Individuals high on the scale of openness to experience are unconventional,

imaginative, like variety, and are attentive to their feelings (Fiske, 1949; McCrae and
Costa, 1997). Such people like transformational advertisements more than the
informational ones (Myers, Sen, and Alexandrov, 2010). So, it was hypothesised that:
H3e: There is a relationship between openness to experience and attitude-towards-the-

advertising-appeal
3.5.5 Consumer Decision-making Styles and Attitude-towards-the-Advertising-

Appeal
Shopping orientations can be used to segment the market for the selection of media and
copy design (King and Summers, 1969). Individuals with varying shopping orientations
have varying media and amount-of-media preferences (Bruno, Hustad, and Pessemier,
1973; Bruno and Hustad, 1975; Moshis, 1976). Studies in the past (e.g., Darden and
52
Reynolds, 1971; Sproles and Kendall, 1986; Hafstrom et al., 1992; Durvasala et al., 1993;
Lysonski et al., 1996; Mitchell and Walsh, 2004) have identified consumer decision-
making styles as information search behaviour, store patronage, and shopping orientation.
The Consumer Styles Inventory (Sproles and Kendall, 1986) uses affective and
cognitive bases of consumer decision-making to categorise consumers on their
shopping styles (Lysonski and Durvasula, 2013). Therefore, it is likely that these styles
may form a relationship with the attitude-towards-the-advertising-appeal.
Perfectionistic/ High Quality Conscious and Attitude-towards-the-Advertising-Appeal
Such consumers like to buy high quality products. They are cautious and methodical.
(Sproles and Kendall, 1986). Such consumers may indicate a preference for informative
advertising. Hence, it was hypothesised that:
H4a: There is a relationship between perfectionistic and attitude-towards-the-advertising-

appeal
Brand Conscious/ Price Equals Quality and Attitude-towards-the-Advertising-Appeal
According to Sproles and Kendall (1986), such consumers buy products that are high
priced and recognised at a national level. These consumers take high price as better
quality and like to buy the best-selling and highly advertised brands. Therefore, they
rely on information through advertisements (Dutta-Bergman, 2006). It was
hypothesised that:
H4b: There is a relationship between brand conscious and attitude-towards-the-

advertising-appeal
Novelty-Fashion Conscious and Attitude-towards-the-Advertising-Appeal
These consumers like to purchase innovative products and derive pleasure from
novelty. They are not very price conscious and could be impulsive while shopping
(Sproles and Kendall, 1986). Such consumers may have a liking for advertisements
with novelty. So, it was hypothesised that:
H4c: There is a relationship between novelty-fashion conscious and attitude-towards-

53
Recreational-Shopping Conscious and Attitude-towards-the-Advertising-Appeal
These consumers enjoy shopping and take it as an activity (Sproles and Kendall, 1986).
They may have a positive attitude towards advertisements that give them a positive
feeling about the buying experience. Therefore, it was hypothesised that:
H4d: There is a relationship between recreational-shopping conscious and attitude-

towards-the-advertising-appeal
Price-Value Conscious/ Value for Money and Attitude-towards-the-Advertising-

Appeal
Price-value conscious consumers look for value for money in their purchases. They
always compare before making a purchase (Sproles and Kendall, 1986). They may look
for information from advertisements. It was hypothesised that:
H4e: There is a relationship between price-value conscious and attitude-towards-the-

advertising-appeal
Impulsive/ Careless and Attitude-towards-the-Advertising-Appeal
Impulsive consumers buy unplanned and are not at all price conscious (Sproles and
Kendall, 1986). Such a buyer never worries about the post-purchase consequences
(Rook, 1987). Emotional appeals in advertisements may motivate them to make an
impulse purchase. Therefore, it was hypothesised that:
H4f: There is a relationship between impulsive and attitude-towards-the-advertising-appeal
Confused by Overchoice and Attitude-towards-the-Advertising-Appeal
Such consumers are not able to decide what to buy as they are confused by various
options available to them (Sproles and Kendall, 1986). This could be because of lack of
brand-differentiating information, which could lessen their confusion. Such consumers
may look forward to informative advertising. It was hypothesised that:
H4g: There is a relationship between confused by overchoice and attitude-towards-the-

advertising-appeal
54
Habitual/ Brand Loyal and Attitude-towards-the-Advertising-Appeal
Such consumers are brand loyal and they like to repurchase the same brand or from the
same store (Sproles and Kendall, 1986). Such consumers may develop a positive
attitude towards advertisements on brands they are loyal to. It was hypothesised that:
H4h: There is a relationship between habitual and attitude-towards-the-advertising-appeal
3.5.6 Pre-exposure Attitude-towards-the-Brand and Attitude-towards-the-Advertising-

Appeal
An individual‟s attitude towards the brand before the ad exposure could be based on the
usage of or experience with the brand, or related advertisements seen in the past (Edell
and Burke, 1987). In the case of established brands, which a consumer has used before,
it is the attitude towards the brand that has an effect on the attitude towards the ad
(Beriyne, 1966 and 1971). Hence, it was hypothesised that:
H5: There is a relationship between pre-exposure attitude-towards-the-brand and

3.5.7 Prior-Purchase-Intention and Attitude-towards-the-Advertising-Appeal
Purchase intention within a product category, before an ad exposure, should form a

relationship with the attitude towards the ad for any brand in the category. Therefore, it
was hypothesised that:
H6: There is a relationship between prior-purchase-intention and attitude-towards-the-

advertising-appeal
3.5.8 Attitude-towards-the-Advertising-Appeal and Post-Exposure Attitude-towards-

the-Brand
Cognitions about the brand during an ad exposure predict attitude towards the brand
(e.g., Mitchell and Olson, 1981). Attitude towards the ad causes a variation in the
attitude towards the brand (Mitchell and Olson, 1981; Gorn, 1982). According to Hoyer
55
and MacInnis (1997), when a consumer likes an advertisement, such a liking is shifted
to the brand in question. So, it was hypothesised that:
H7: There is a relationship between attitude-towards-the-advertising-appeal and post-

exposure attitude-towards-the-brand
3.6 The Conceptual Model for the Study
Figure 3.1 presents the relationships between the attitude-towards-the-advertising-

appeal and its various hypothesised antecedents examined in the study (demographics,
judgements-about-the-ad, feelings-from-the-ad, personality traits, consumer decision-
making styles, pre-exposure attitude-towards-the-brand, and prior-purchase-intention).
The figure also indicates the relationship between the attitude-towards-the-advertising-
appeal and post-exposure attitude-towards-the-brand.
3.7 Research Methodology
This section describes the procedure adopted for selecting the sample of television
commercials included in this study, a description of the television commercials,
sampling design and data collection method, design and testing of the data collection
instrument, and statistical tools used.
3.7.1 Selection of Television Commercials
The data was collected in five phases. In each phase, the judges (experts in the field of
advertising) were shown television commercials on air during that phase, related to one
out of the ten most advertised product categories on Hindi and English channels
(Source: TAM Media Research, 2012), with a request to categorise them on the basis of
the primary advertising appeal being employed. In each phase, they were requested to
select one commercial with mainly rational appeal and one with mainly emotional
appeal in the same product category. Purely rational and purely emotional appeals are a
continuum‟s two ends and advertisements are placed in between as they may have both
the appeals in them to some extent (Chan, 1996).
56
Consumer Demographics
(Gender, Age, Education, Income)
Judgements-about-the-ad
(After Exposure to
Rational or Emotional or
Social Dimensional Appeal)
Feelings-from-the-ad
(After Exposure to Rational or
Emotional or Social Dimensional
Attitude-towards-the-
Appeal)
advertising-appeal
(Attitude-towards-the-ad Post-exposure Attitude-
Consumer Personality Traits with Rational or Emotional or towards-the-brand
(Extraversion, Agreeableness, Social Dimensional Appeal)
Conscientiousness, Emotional
Stability, Openness to experience)
Consumer Decision-making Styles

(Perfectionistic, Brand Conscious,
Novelty-fashion Conscious,
Recreational-shopping Conscious,
Price-value Conscious, Impulsive,
Confused by Overchoice, Habitual)
Pre-exposure Attitude-towards-the-
brand
Prior-purchase-intention
Figure 3.1: Conceptual Model for the Study
57
In the first phase, nine television commercials related to cars were shown and the judges
identified two out of them as requested – one with mainly rational appeal and the other
with mainly emotional appeal – on which there was a clear consensus amongst the
judges. The procedure was repeated in the second phase by showing ten commercials
related to smartphones. Then in the third phase, eight commercials related to life
insurance were shown, and in the fourth phase, nine commercials related to cellular
service were shown. In each phase, the judges identified one mainly rational and one
mainly emotional commercial.
In the fifth phase, five commercials related to social dimensional appeal were shown to
the judges. Two commercials, which happened to be related to cellular service, were
identified in the phase and the other three were rejected by them as the appeals used in
them were not based on social dimension as per them (Table 3.1).
3.7.2 Description of the Television Commercials
The commercials were either in Hindi or English or a mix of both the languages
(Appendix 2). The following is the description of each commercial.
Cars
Commercial with Rational Appeal based on Competitive Advantage: The commercial

for Tata Manza subtly communicates how the car has more and better features than many
competing Japanese cars in the Indian market. The execution style is humorous, which
shows a Japanese executive of a car manufacturing company pointing to his juniors about
the better features of Tata Manza (Appendix 2, TVC1).
Commercial with Emotional Appeal based on Joy: The advertisement for Hyundai
Next Gen i10 shows Bollywood actor, Shahrukh Khan, enjoying a drive with a young
female co-passenger (Appendix 2, TVC2).
Smartphones
Commercial with Rational Appeal based on Feature: The commercial is about a

social media campaign called “Nokia X App Coach Challenge”. The advertisement
leverage‟s Nokia‟s association with Shahrukh Khan‟s IPL team. Shahrukhan, the
endorser, in this commercial tells the viewers that he will be an app coach for his team.
58
He asks the viewers to send him their suggestions for apps, which could motivate his
team. The best suggestions would feature in Fastlane, a feature on the Nokia X handset,
and senders of the best suggestions may get a chance to meet the actor and his team.
Fastlane gives users a quick access to their most recent activities, games and apps on
the phone (Appendix 2, TVC3).
Commercial with Emotional Appeal based on Excitement: A young girl‟s boyfriend

hides himself when her father enters the house. Suspecting, the father looks around
when suddenly the boy‟s smartphone, Lava Iris X1, starts ringing. He reaches the boy,
notices his phone, and grabs it, totally mesmerised (Appendix 2, TVC4).
Life Insurance
Commercial with Rational Appeal based on Dependability: The commercial opens

to a conversation between a representative of Max New York Life Insurance and a
middle-aged prospective customer. The representative is an ethical professional who
does not make any false commitments to his prospect. Impressed, the man buys a policy
from the representative (Appendix 2, TVC5).
Table 3.1: Television Commercials shown to the Respondents
Product Category Advertising Appeal Advertised Brand

Rational – Competitive Advantage Tata Manza
Car
Emotional – Joy Hyundai Next Gen i10
Rational – Features Nokia X
Smartphone
Emotional – Excitement Lava Iris X1
Rational – Dependability Max New York Life
Life Insurance
Emotional – Security ICICI Prudential Life
Rational – Convenience Airtel Money
Emotional – Achievement Idea
Cellular Service
Social dimensional Airtel
Social dimensional Idea
Commercial with Emotional Appeal based on Security: Bollwood actor, Amitabh

Bachchan, points out to a young man why investing in life insurance is important for
the security of his family. Then he introduces ICICI Prudential Life Insurance to the
man as the commercial ends with a jingle (Appendix 2, TVC6).
59
Cellular Service
Commercial with Rational Appeal based on Convenience: A miffed father complains

to others in the family that his lazy son forgot to send money to their hometown. He is
speechless when his son informs him that money has already been sent through Airtel
Money. The commercial ends with a voiceover providing more information on the
service. The execution style here is slice-of-life (Appendix 2, TVC7).
Commercial with Emotional Appeal based on Achievement: A shopkeeper trying to

fleece two women about a product‟s quality is astonished when they instantly prove him
wrong by accessing correct information about the product using Idea Cellular Mobile
Internet service on their phones. The execution style is humorous (Appendix 2, TVC8).
TV Commercials with Social Dimensional Appeal
Airtel Commercial: The commercial shows two kids playing football across a fenced
border (seemingly a war-affected area) with a background message that no barrier can
keep us apart if we talk to each other (Appendix 2, TVC9).
Idea Cellular Commercial: The advertisement is against casteism in the rural India.
The message is that everyone is equal and one‟s identity is one‟s Idea mobile number
and not any caste. The execution style is a combination of violence and mild humour
(Appendix 2, TVC10).
3.7.3 Data Collection Method and Sampling
The data collection for the study was undertaken amongst five respondent samples
across five phases as mentioned earlier in Section 3.7.1. Thus, the study comprised
sample – A (exposed to television commercials on cars in the first phase), B (exposed to
television commercials on smartphones in the second phase), C (exposed to television
commercials on life insurance in the second phase), D (exposed to television
commercials on cellular service in the fourth phase) and E (exposed to television
commercials with social dimensional appeal in the fifth phase) – with a sample size of
327, 310, 319, 302 and 297 respectively. The respondents of each sample were from
nine districts of the National Capital Territory of Delhi, each district represented by a
number based on the ratio of the district‟s population to the total population of the
60
National Capital Territory of Delhi (Source: www.censusindia.gov.in). It was ensured

that within a district, there was equal representation from each sub-division – each
district had three sub-divisions (Source: www.censusindia.gov.in). Refer to Table 3.2
for details.
Three districts – North-west Delhi, South Delhi, and West Delhi accounted for more
than half the population of all nine districts. That reflected in all the samples too and
more than fifty percent of the respondents were from these three districts taken
together. Convenience sampling was used for selecting individual respondents in each
sample.
3.7.4 Administration of Questionnaire
The target respondents for this study were individuals between 21 and 60 years of age,
having an annual household income between Rs 3.5 lakh and Rs 18.5 lakh, who had not
previously viewed the relevant commercial and who either owned, had previously
owned or were planning to purchase a brand in the relevant product category. For this
purpose, a necessary screener question was placed at the beginning of the pre-exposure
section of the questionnaire, and another one at the beginning of the post-exposure
section of the questionnaire. The survey questionnaire was administered at the target
respondents‟ homes, offices or colleges. The respondents were requested to first
complete the pre-exposure section of the questionnaire, then a commercial with rational
appeal was shown to them on a laptop. Then the respondents were requested to fill the
remaining (post-exposure) part of the questionnaire. This procedure was repeated for
the second commercial, one with an emotional appeal. The participants were then
briefed about the purpose of the study. They were assured that the data would be kept
confidential and used only for academic purpose. Thus Sample A,B C and D were
shown two commercials each – one with a mainly rational and the other with a mainly
emotional appeal – for cars, smartphones, life insurance, and cellular service
respectively. The procedure was the same for Sample E, only that instead of a rational
or an emotional appeal commercial, the respondents were shown two advertisements
based on social dimensional appeal.
61
Table 3.2: Districts in the National Capital Territory of Delhi and the Number of Respondents from Each District
District Population Sub-divisions Percentage No. of No. of No. of No. of No. of

(Census of total respondents respondents respondents respondents respondents
2011)* population (Sample A) (Sample B) (Sample C) (Sample D) (Sample E)
Central Delhi 582,320 Daryaganj Paharganj Karolbagh 3.5 12 11 11 11 10
North Delhi 887,978 Sadar Bazaar Kotwali Civil Lines 5.3 18 16 17 16 16
Defence
South Delhi 2,731,929 Kalkaji Hauz Khas 16.3 53 51 52 49 48
Colony
East Delhi 1,709,346 Gandhi Nagar Preet Vihar Vivek Vihar 10.2 34 31 32 31 30
North-east Delhi 2,241,624 Seelampur Shahdara Seemapuri 13.4 43 42 43 40 40
Delhi
South-west Delhi 2,292,958 Vasant Vihar Najafgarh 13.7 44 42 44 41 41
Cantonment
Connaught Parliament
New Delhi 142,004 Chanakyapuri 0.8 3 2 3 2 2
Place Street
Saraswati
North-west Delhi 3,656,539 Narela Model Town 21.8 71 68 70 66 65
Vihar
Punjabi
West Delhi 2,543,243 Patel Nagar Rajouri Garden 15.1 49 47 48 46 45
Bagh
Total 16,787,941 100 327 310 319 302 297
*Source: www.censusindia.gov.in
62
3.8 Development of the Data Collection Instrument
In order to conduct the data collection process, a structured questionnaire was

developed based on the literature review and interviews with a set of experts in the
area of advertising and marketing research. The questionnaire was then submitted to
another set of experts in the field who examined its items for appropriateness and
comprehensiveness keeping the objectives of the study in view. These experts were
also consulted regarding the usage of words, language and structure of the
questionnaire. Their suggestions for the improvement of items and content enrichment
were incorporated to revise the questionnaire. This questionnaire was administered in
a pilot test comprising a sample of fifty respondents. Based on the responses received,
the questionnaire was further revised. Some items from the scales were adapted by
changing the language. Some items were dropped if respondents did not understand or
respond to them. The questionnaire was then re-administered to a fresh sample
consisting of fifty respondents. Their responses did not warrant any more adaptations
or changes in the questionnaire.
The first part of the questionnaire comprised a screener question and items designed to
obtain respondent demographic details, their attitude-towards-the-brand and purchase-
intention before they were shown the commercials.
The second part of the questionnaire comprised a screener question and items to obtain
responses with respect to the ad exposure, and items related to the personality traits and
decision-making styles. Items pertaining to the ethos sub-scale of the judgements-about-
the-ad scale were adapted from the Persuasive Discourse Inventory (PDI) developed by
Feltham (1994). The logos sub-scale comprised of four items from the Persuasive
Discourse Inventory. The pilot tests indicated that the majority of respondents
participating tended to interpret the items of the pathos sub-scale as items pertaining to
how they were feeling towards the message and tended to respond as such to these
items. Thus, items from the pathos sub-scale of the PDI were not included in the
questionnaire.
The items to measure the feelings-from-the-ad were adapted from the fifty-three-item
“Feelings Scales” (Burke and Edell, 1989). After the rounds of pilot testing the final
63
scale to measure feelings-from-the-ad comprised three sub-scales: upbeat feelings

(twelve items), negative feelings (thirteen items) and warm feelings (ten items).
Items to measure the attitude-towards-the-advertising-appeal were taken from previous

studies conducted to measure the attitude towards the advertisement (Mitchell and
Olson, 1981; Gardner, 1985; Pae, Samiee and Tai, 2002). Attitude towards the ad is the
manner in which individuals evaluate an appeal in the advertisement they are exposed
to, and such an evaluation can be favourable or unfavourable (MacKenzie and Lutz,
1989; Moore and Harris, 1996).
The personality traits were measured by items from the Ten-Item Personality Inventory
(Gosling, Rentfrow and Swann, 2003) based on the big-five personality traits –
extraversion, agreeableness, conscientiousness, emotional stability, and openness to
experience.
The consumer decision-making styles were measured using items adapted from the
thirty-nine-item Consumer Styles Inventory (Sproles and Kendall, 1986) consisting of
eight sub-scales. After the rounds of pilot testing the final scale to measure these
decision-making styles comprised of eight sub-scales: perfectionistic (seven items),
brand conscious (six items), novelty-fashion conscious (five items), recreational-
shopping conscious (four items), price-value conscious (three items), impulsive (four
items), confused by overchoice (three items), and habitual (three items).
Pre-exposure attitude-towards-the-brand and post-exposure attitude-towards-the-brand

were assessed by items taken from Mitchell and Olson (1981). Prior-purchase-intention
was assessed by items taken from MacKenzie, Lutz, and Belch (1986).
The findings related to the factor analyses and reliability scores of the scales that were
part of the questionnaire are provided in Chapter 4. The final questionnaire is presented
in Appendix 1.
The Questionnaire
The variables measured with the help of the final questionnaire were demographic
characteristics, judgements-about-the-ad, feelings-from-the-ad, attitude-towards-the-
advertising-appeal, personality traits, consumer decision-making styles, pre-exposure
64
attitude-towards-the-brand, prior-purchase-intention, and post-exposure attitude-

towards-the-brand (Appendix 1).
The questionnaire was divided into two parts: “pre-exposure” and “post-exposure”.
3.8.1 Pre-exposure Screening Question
The pre-exposure part consisted of a screener question (Q1 of the questionnaire) that
asked the respondents if they used or owned or were considering to buy in the near
future a car or smartphone or life insurance or cellular service (one of these four
product categories was mentioned in the questionnaire by the researcher before
handing out a copy of it to the respondents.) The interview was terminated if the
response was “No”.
3.8.2 Demographics
This section of the questionnaire collected information about the respondents‟ gender, age,
education and income (Q2 to Q5). Refer to Table 3.3 for the demographic information
about the respondents. The response categories for age (in years) were “21 to 30”, “31
to 40”, “41 to 50”, “51 to 60”, and “Other”. Interview was terminated if a respondent
belonged to the “Other” category. The categories for education were “Undergraduate”,
“Graduate”, and “Postgraduate & higher”. The response categories for annual household
income (in rupees) were “3.5 to 6 lakh”, “6 to 8.5 lakh”, “8.5 to 11 lakh”, “11 to 13.5 lakh”,
“13.5 to 16 lakh”, “16 to 18.5 lakh”, and “Other”. Interview was terminated if a respondent
belonged to the “Other” category. All respondents were middle-income group consumers,
the bracket being Rs 3.5 lakh p.a. to Rs 18.5 lakh p.a. (Press Trust of India, 2011).
The percentage of male respondents was higher as compared to that of female

respondents across all five samples (55.7, 57.7, 53.9, 56.3 and 58.6). A majority of the
respondents in every sample were under the age of forty years (e.g. in Sample A, 34.9
percent were in the age group 21-30 and 31.8 percent in the age group 31-40). On an
average, approximately 40 percent of the respondents in each of the five samples were
graduate. More than 60 percent of the respondents in each sample had household income
less than Rs 11 lakh, and on an average, approximately 10 percent of the respondents in
each sample had household income between Rs 16 lakh and Rs 18.5 lakh.
65
Table 3.3: Respondents Profile on the Basis of Gender, Age, Education and Income across Five Samples
Characteristics Sample A (n=327) Sample B (n=310) Sample C (n=319) Sample D (n=302) Sample E (n=297)
Frequency Percentage Frequency Percentage Frequency Percentage Frequency Percentage Frequency Percentage
Gender
Male 182 55.7 179 57.7 172 53.9 170 56.3 174 58.6
Female 145 44.3 131 42.3 147 46.1 132 43.7 123 41.4
Age
21-30 114 34.9 109 35.2 102 32 113 37.4 91 30.6
31-40 104 31.8 90 29 100 31.3 96 31.8 84 28.3
41-50 71 21.7 64 20.6 69 21.6 53 17.5 63 21.2
51-60 38 11.6 47 15.2 48 15 40 13.2 59 19.9
Education
Undergraduate 108 33 109 35.2 110 34.5 99 32.8 95 32
Graduate 139 42.5 119 38.4 126 39.5 125 41.4 113 38
Post-graduate &
80 24.5 82 26.5 83 26 78 25.8 89 30
higher
Income (Rupees)
3.5-6 lakh 87 26.6 78 25.2 85 26.6 76 25.2 78 26.3
6-8.5 lakh 73 22.3 68 21.9 63 19.7 61 20.2 57 19.2
8.5-11 lakh 61 18.7 63 20.3 56 17.6 48 15.9 51 17.2
11-13.5 lakh 45 13.8 37 11.9 40 12.5 44 14.6 43 14.5
13.5-16 lakh 34 10.4 35 11.3 38 11.9 37 12.3 38 12.8
16-18.5 lakh 27 8.3 29 9.4 37 11.6 36 11.9 30 10.1
66
3.8.3 Pre-exposure Attitude-towards-the-Brand
The pre-exposure attitude-towards-the-brand was measured using the mean of the

scores of a four-item five-point bipolar scale (bad – good, dislike – like, unpleasant –
pleasant, poor quality – high quality) that ranged from 1 to 5, with 1 = very low rating
and 5 = very high rating. The instruction in the questionnaire was, “Indicate how
much you like the brand____________”. Before handing out a copy of the
questionnaire to the respondents, the researcher mentioned in the blank space
provided the brand for which the commercial was to be shown to the respondent (Q6
of the questionnaire).
3.8.4 Prior-Purchase-Intention
This variable was assessed using the mean of the scores of the three-item five-point
bipolar scale (unlikely – likely, impossible – possible, improbable – probable). The
scale ranged from 1 to 5, with 1 = very low rating and 5 = very high rating. The
instruction was, “Indicate your intentions to purchase a brand in this category” (Q7 of
the questionnaire).
The post-exposure part consisted of questions about the TV commercial shown to the
respondents, viz., whether they had viewed the commercial earlier, their judgements-
about-the-ad, feelings-from-the-ad, attitude-towards-the-ad, post-exposure attitude-
towards-the-brand, personality traits and consumer decision-making styles.
3.8.5 Post-exposure Screening Question
After the ad exposure, the respondents were asked if they had viewed the television
commercial earlier. If their response was “Yes” or “Not sure”, the interview was
terminated (Q8 of the questionnaire).
3.8.6 Judgements-about-the-ad
This variable was measured using the mean of the scores of two five-point bipolar sub-
scales: ethos, consisting of five items (unbelievable – believable, not credible –
credible, not trustworthy – trustworthy, unreliable – reliable, undependable –
67
dependable); and logos, consisting of four items (not rational – rational, not informative
– informative, does not deal with facts – deals with facts, not knowledgeable –
knowledgeable). The scale ranged from 1 to 5, with 1 = very low rating and 5 = very
high rating. The instruction to the respondents was, “Indicate how well the word/(s)
describe/(s) this TV commercial” (Q9 of the questionnaire).
3.8.7 Feelings-from-the-ad
This variable was assessed with the help of the mean of the scores of three five-point
sub-scales: upbeat, consisting of twelve items (one negatively worded); negative,
consisting of thirteen items (all negatively worded); and warm, consisting of ten items.
The scale ranged from 1 to 5, with 1 = not at all and 5 = very strongly. The instruction
to the respondents was, “Indicate how much you felt each of these feelings after
viewing this TV commercial” (Q10A to Q10C of the questionnaire – Q10A for upbeat
feelings, Q10B for negative feelings, Q10C for warm feelings).
3.8.8 Attitude-towards-the-ad
The respondents indicated their attitude-towards-the-ad on a four-item five-point

bipolar scale (bad – good, dislike – like, irritating – not irritating, uninteresting –
interesting). The scale ranged from 1 to 5, with 1 = very low rating and 5 = very high
rating. The mean of the scores of the four items indicated the attitude. The instruction in
the questionnaire was, “Indicate the extent to which you like this TV commercial” (Q11
of the questionnaire). Respondents‟ attitude-towards-the-ad is interpreted as an
expression of their attitude-towards-the-advertising-appeal. Attitude towards the ad is
the manner in which individuals evaluate an appeal in the advertisement they are
exposed to, and such an evaluation can be favourable or unfavourable (MacKenzie and
Lutz, 1989; Moore and Harris, 1996).
3.8.9 Post-exposure Attitude-towards-the-Brand
The post-exposure attitude-towards-the-brand was measured using the mean of the

scores of the same scale and instruction as for Q6 of the questionnaire (Q12 of the
questionnaire).
68
3.8.10 Personality Traits
Personality traits comprised five two-item sub-scales (extraversion, agreeableness,

conscientiousness, emotional stability, and openness to experience). One item in each
sub-scale was negatively worded. The respondents indicated their traits on these five-
point Likert-type sub-scales ranging from 1 to 5, with 1 = strongly disagree, 2 =
disagree, 3 = neither disagree nor agree, 4 = agree and 5 = strongly agree. The mean of
the scores of each item within a sub-scale was used for measurement. The instruction to
the respondents was, “Indicate the extent to which you may agree or disagree” (Q13 of
the questionnaire).
3.8.11 Consumer Decision-making Styles
The scale comprised eight sub-scales: perfectionistic (Q14A of the questionnaire),

brand conscious (Q14B of the questionnaire), novelty-fashion conscious (Q14C of the
questionnaire), recreational-fashion conscious (Q14D of the questionnaire), price-value
conscious (Q14E of the questionnaire), impulsive (Q14F of the questionnaire), confused
by overchoice (Q14G of the questionnaire), and habitual (Q14H of the questionnaire).
Each sub-scale consisted of 5-point Likert-type items. Each style was measured using
the mean of the scores of the items in its sub-scale that ranged from 1 to 5, with 1 =
strongly disagree and 5 = strongly agree.
3.9 Data Analysis
The data collected were analysed using Statistical Package for the Social Sciences
(SPSS), Version 16.0. The statistical tools used were reliability test, factor analysis,
descriptives, t test, one-way ANOVA, Pearson correlation, and multiple regression
analysis.
3.9.1 Factor Analysis
Principal Component Factor Analysis with Varimax Rotation was used as a tool for
data reduction for different variables.
69
3.9.2 Reliability Test
Cronbach‟s alpha or Guttman split-half coefficient was used to test the reliability of the
following scales used in the study:
 Judgements-about-the-ad
 Feelings-from-the-ad
 Attitude-towards-the-advertising-appeal
 Personality traits
 Consumer decision making styles
 Pre- and post-exposure attitude-towards-the-brand
 Prior-purchase-intention
3.9.3 Descriptives
Frequency, percentage, mean and standard deviation were computed for different
variables across all the samples.
3.9.4 t test
t test was conducted to compare the means of the following:
 Judgements-about-the-ad and feelings-from-the-ad for every ad exposure (paired

samples t test was conducted)
 Attitude-towards-the-advertising-appeal for rational appeal commercial and that
for an emotional appeal commercial (two-independent-samples t test was
conducted)
 Attitude-towards-the-advertising-appeal for social dimensional appeal in the
Airtel commercial and that for social dimensional appeal in the Idea commercial
(two-independent-samples t test was conducted)
 Pre-exposure attitude-towards-the-brand and post-exposure attitude-towards-the-
brand (paired samples t test was conducted)
 Gender-wise attitude-towards-the-advertising-appeal for rational appeal
commercial and that for emotional appeal commercial (two-independent-samples
t test was conducted)
70
 Gender-wise attitude-towards-the-advertising-appeal for social dimensional appeal in

the Airtel commercial and that for social dimensional appeal in the Idea commercial
(two-independent-samples t test was conducted)
3.9.5 One-way Analysis of Variance
One-way analysis of variance (ANOVA) was conducted to compare the means of the
following:
 Age-wise attitude-towards-the-advertising-appeal for rational appeal commercial

and that for emotional appeal commercial
 Age-wise attitude-towards-the-advertising-appeal for social dimensional appeal in
the Airtel commercial and that for social dimensional appeal in the Idea commercial
 Education-wise attitude-towards-the-advertising-appeal for rational appeal
commercial and that for emotional appeal commercial
 Education-wise attitude-towards-the-advertising-appeal for social dimensional
appeal in the Airtel commercial and that for the social dimensional appeal in the
Idea commercial
 Income-wise attitude-towards-the-advertising-appeal for rational appeal commercial
and that for emotional appeal commercial
 Income-wise attitude-towards-the-advertising-appeal for social dimensional
appeal in the Airtel commercial and that for social dimensional appeal in the Idea
commercial
3.9.6 Pearson Correlation
Pearson correlation was used to study the relationship between the following:
 Attitude-towards-the-advertising-appeal (for all three categories of rational,

emotional, and social dimensional appeals) and its hypothesised antecedents
(judgements-about-the-ad, feelings-from-the-ad, personality traits, consumer-
decision-making-styles, pre-exposure attitude-towards-the-brand and prior-
purchase-intention)
 Attitude-towards-the-advertising-appeal (for all three categories of rational,
emotional, and social dimensional appeals) and post-exposure attitude-towards-
the-brand
71
3.9.7 Multiple Regression Analysis
Multiple regression analysis using Enter method was conducted to assess the
relationship between attitude-towards-the-advertising-appeal and its abovementioned
hypothesised antecedents for all three categories of rational, emotional, and social
dimensional appeals.
72
Chapter 4: Survey Findings
CHAPTER 4
SURVEY FINDINGS
This chapter presents the findings of the survey undertaken to meet the objectives of
the study. Section 4.1 to 4.4 pertain to the rational and emotional advertising appeals
across four product categories: cars, smartphones, life insurance and cellular service.
Section 4.5 pertains to the survey findings concerning social dimensional advertising
appeals.
4.1 PRODUCT CATEGORY: CARS
This section presents factor analyses and descriptive statistics of the respondents‟ attitude-
towards-the-advertising-appeals (Aaa) used in the television commercials of the product
category, cars, and the hypothesised antecedents (judgements-about-the-ad, feelings-
from-the-ad, personality traits, consumer decision-making styles, pre-exposure attitude-
towards-the-brand, and prior-purchase-intention) of these attitudes. Subsequently, the
findings regarding the relationships between the attitude-towards-the-advertising-appeal
in the television commercials for cars and these antecedents (including demographic
variables); and between such Aaa and post-exposure attitude-towards-the-brand are
presented.
As outlined in Chapter 3, two television commercials (one with mainly rational appeal
and the other with mainly emotional appeal) were shown to the respondents comprising
Sample A. The commercial with mainly rational appeal – based on competitive
advantage – was for Tata Manza, which subtly communicates how the car has more and
better features than many competing Japanese cars in the Indian market. The
commercial with mainly emotional appeal – based on joy – was for Hyundai Next Gen
i10. The commercial shows Bollywood actor, Shahrukh Khan, enjoying a drive with a
young female co-passenger.
73
4.1.1 Cars – Judgements-about-the-ad
4.1.1.1 Cars – Judgements-about-the-ad: Factor Analysis and Reliability
Principal Component Factor Analysis with Varimax Rotation was performed on the
data collected to study respondents‟ judgements-about-the-ad for the commercial taken
up for examination in the study. The results are presented in Table 4.1.1.
Table 4.1.1: Cars – Judgements-about-the-ad: Factor Analysis
Items (9) Components

Ethos Logos
Undependable---Dependable .82 .04
Does not deal with facts---Deals with facts .00 .83
Not informative---Informative -.15 .77
Not knowledgeable---Knowledgeable .03 .87
Unreliable---Reliable .81 -.07
Unbelievable---Believable .69 -.02
Not credible---Credible .85 .01
Not trustworthy---Trustworthy .76 .09
Not rational---Rational .14 .68
Eigen value 3.14 2.51
Variance explained (%) 34.83 27.88
Total variance explained (%) 62.71
n=327; Items adapted from the Persuasive Discourse Inventory (Feltham, 1994)
Kaiser-Meyer-Olkin Measure of Sampling Adequacy (.81) and Bartlett‟s Test of

Sphericity (p<.001) indicated that the data was found to be appropriate for factor
analysis. The two extracted components (factors) had eigen values greater than 1 and
corresponded to the sub-scales – ethos and logos – of the judgements-about-the-ad
scale. The loadings of all the items of each factor were greater than 0.50. The values of
Cronbach‟s alpha () of both the factors (Table 4.1.2) were greater than 0.70 (.84 and
.79) and thus their reliabilities were considered satisfactory (Nunnally, 1978). The two-
factor solution explained approximately 63 percent variance. Ethos consisted of five
items and explained approximately 35 percent of the total variance. Logos consisted of
four items and explained approximately 28 percent of the total variance.
74
Table 4.1.2: Cars – Judgements-about-the-ad: Reliability Scores
Component No. of Items Cronbach’s Alpha ()

Ethos 5 .84
Logos 4 .79
4.1.1.2 Cars – Judgements-about-the-ad: Descriptive Statistics
The descriptive statistics related to the judgements-about-the-ad for cars, including its
two sub-scales, ethos and logos, are provided in Table 4.1.3.
Table 4.1.3: Cars – Judgements-about-the-ad: Descriptive Statistics
TV Commercial with Rational TV Commercial with Emotional

Judgements-about- Appeal Appeal
the-ad
Mean S.D. Mean S.D.
Ethos 2.54 0.72 3.61 0.83
Logos 2.89 0.57 3.43 1.34
Overall 2.72 0.95 3.52 0.93
n=327; On a five-point scale with 1=very low score to 5=very high score
For the TV commercial with rational appeal based on competitive advantage, the mean
value of ethos was 2.54 and that of logos was 2.89. The overall mean value of
judgements-about-the-ad for the commercial with rational appeal was 2.72. On the
other hand, for the commercial with emotional appeal based on joy, such a value of
ethos was 3.61 and that of logos was 3.43. The overall mean value of judgements-
about-the-ad for the commercial with emotional appeal was 3.52.
4.1.2 Cars – Feelings-from-the-ad
4.1.2.1 Cars – Feelings-from-the-ad: Factor Analysis and Reliability
Table 4.1.4 presents the results of the Principal Component Factor Analysis with
Varimax Rotation performed on the data collected to study the respondents‟ feelings-
from-the-ad for commercial taken up for examination in the study. The results are
presented in Table 4.1.4.
75
Table 4.1.4: Cars – Feelings-from-the-ad: Factor Analysis
Items (35) Components

Not-negative Upbeat Warm
Amused 0.12 0.55 0.02
Attentive 0.12 0.66 -0.08
Cheerful 0.11 0.66 -0.11
Confident 0.13 0.63 -0.06
Elated 0.13 0.52 0.01
Happy 0.01 0.59 0.20
Humorous 0.10 0.54 0.16
Interested 0.16 0.63 0.00
Joyous 0.11 0.69 -0.06
Playful 0.18 0.54 0.08
Satisfied 0.15 0.69 0.01
Stimulated 0.22 0.65 -0.01
Boreda 0.57 0.24 0.11
Criticala 0.52 0.09 0.13
Defianta 0.53 0.17 0.17
Depresseda 0.58 0.15 -0.02
Disgusteda 0.60 0.20 0.13
Disinteresteda 0.63 0.23 0.13
Dubiousa 0.52 0.15 0.11
Dulla 0.53 0.16 0.18
Offendeda 0.61 0.24 0.08
Regretfula 0.66 0.03 0.02
Sada 0.66 0.09 -0.03
Skepticala 0.67 0.03 -0.14
Suspiciousa 0.62 0.00 -0.03
Affectionate 0.15 -0.03 0.65
Calm 0.14 -0.05 0.58
Contemplative 0.14 -0.05 0.68
Concerned 0.15 -0.10 0.58
Emotional 0.17 -0.06 0.63
Moved 0.00 0.03 0.69
Peaceful -0.01 0.02 0.79
Pensive -0.13 0.04 0.72
Sentimental -0.03 0.16 0.64
Warm-hearted 0.07 0.18 0.61
Eigen value 4.96 4.95 4.63
Variance explained (%) 14.17 14.14 13.22
a
Items are reverse-coded; n=327; Items adapted from Feelings Scale (Burke and Edell, 1989)
76
Kaiser-Meyer-Olkin Measure of Sampling Adequacy (.82) and Bartlett‟s Test of

Sphericity (p<.001) indicated that the data was found to be appropriate for factor
analysis. The three extracted factors had eigen values greater than 1 and corresponded
to the sub-scales – upbeat, not-negative (the “negative” sub-scale was reverse-coded to
“not-negative”) and warm – of the feelings-from-the-ad scale. The loadings of all the
items of each factor were greater than 0.50. The values of Cronbach‟s alpha () of all
three factors (Table 4.1.5) were greater than 0.70 (.86, .83 and .85) and thus their
reliabilities were considered satisfactory (Nunnally, 1978). The three-factor solution
explained approximately 42 percent variance. Upbeat feelings consisted of twelve items
and explained approximately 14 percent of the total variance. Not-negative feelings
consisted of thirteen items and explained approximately 14 percent of the total variance.
Warm feelings consisted of ten items and explained approximately 13 percent of the
total variance.
Table 4.1.5: Cars – Feelings-from-the-ad: Reliability Scores
Component No. of Items Cronbach’s Alpha ()

Upbeat 12 .86
Not-negative 13 .83
Warm 10 .85
4.1.2.2 Cars – Feelings-from-the-ad: Descriptive Statistics
Descriptive statistics related to the feelings-from-the-ad scale, including its three sub-
scales are provided in Table 4.1.6.
Table 4.1.6: Cars – Feelings-from-the-ad: Descriptive Statistics

Feelings-from-the- Appeal Appeal
ad
Mean S.D. Mean S.D.
Upbeat 1.76 0.89 3.33 0.80
Not-negative 2.39 1.07 3.26 0.73
Warm 1.89 0.67 4.21 1.15
Overall 2.01 0.77 3.60 0.54
77
For the TV commercial with rational appeal, the mean value of upbeat feelings was
1.76, that of not-negative feelings was 2.39 and that of warm feelings was 1.89. The
mean value of overall feelings-from-the-ad for commercial with rational appeal was
2.01. On the other hand, for the commercial with emotional appeal, the mean value of
upbeat feelings was 3.33, that of not-negative feelings was 3.26, and that of warm
feelings was 4.21. The mean value of overall feelings-from-the-ad for the commercial
with emotional appeal was 3.60.
4.1.3 Cars – Judgements-about-the-ad and Feelings-from-the-ad: Paired

Samples t test (Both Commercials)
A paired samples t test was conducted to test the difference in the mean value of
judgements-about-the-ad and that of feelings-from-the-ad for each commercial (Table
4.1.7) and it was found that the judgements-about-the-ad for the commercial with
rational appeal had a significantly higher (t = 11.772, p<.001) mean value (m=2.72) as
compared to that (m=2.01) of its feelings-from-the-ad. However, the feelings-from-the-
ad for the commercial with emotional appeal did not have a significantly higher mean
value (m=3.60) as compared to that (m=3.52) of its judgements-about-the-ad.
Table 4.1.7: Cars – Judgements-about-the-ad and Feelings-from-the-ad: Paired Samples t test
Judgements-about- Feelings-from-
TV Commercial the-ad the-ad t value Sig.
with
Mean S.D. Mean S.D.
Rational appeal 2.72 .95 2.01 .77 11.77 .000***
Emotional appeal 3.52 .93 3.60 .54 -1.38 .17
n=327; On a five-point scale with 1=very low score to 5=very high score; *p<.05; **p<.01; ***p<.001
4.1.4 Cars – Attitude-towards-the-Advertising-Appeal
4.1.4.1 Cars – Attitude-towards-the-Advertising-Appeal: Factor Analysis and

Reliability
The attitude-towards-the-advertising-appeal (Aaa) was the dependent variable in this

study. Principal Component Factor Analysis with Varimax Rotation was performed on
the data collected.
78
Table 4.1.8: Cars – Attitude-towards-the-Advertising-Appeal: Reliability Score
Items Cronbach’s Alpha ()
Bad---Good
Dislike---Like
.75
Irritating---Not irritating
Uninteresting---Interesting
Items from Mitchell and Olson (1981)
Only one component was extracted and the solution could not be rotated. The value of
Cronbach‟s alpha was .75 (Table 4.1.8) and therefore the reliability of the scale was
considered satisfactory (Nunnally, 1978).
4.1.4.2 Cars – Attitude-towards-the-Advertising-Appeal: Two-independent-samples

t test and Descriptive Statistics
The mean value (m=4.31) of Aaa for commercial with emotional appeal was higher
than that (m=3.27) of Aaa for commercial with rational appeal. A two-independent-
samples t test was conducted (Table 4.1.9). The t value was -21.18 with a probability of
0.000, which was less than the significance level of 0.001. Therefore, the mean value
(m=4.31) of Aaa for commercial with emotional appeal was significantly higher.
Table 4.1.9: Cars – Attitude-towards-the-Advertising-Appeal: Descriptive Statistics and

Two-independent-samples t test
Aaa (Rational) Aaa (Emotional)

t value Sig.
Mean (m) S.D. Mean (m) S.D.
3.27 .73 4.31 .51 -21.18 .000***
n=327; On a five-point scale with 1=very low score to 5=very high score;
*p<.05; **p<.01; ***p<.001
4.1.5 Cars – Personality Traits: Reliability and Descriptive Statistics
The personality-trait scale, consisting of five sub-scales (extraversion, agreeableness,

conscientiousness, emotional stability, and openness to experience) was tested for
reliability using Guttman split-half coefficient. The values were above .67 in all the
79
cases and their reliabilities were considered satisfactory (Table 4.1.10). Each of these
five sub-scales had two items, of which one was reverse-coded.
The descriptive statistics are provided in Table 4.1.11.
Table 4.1.10: Cars – Personality Traits: Reliability Scores
Sub-scale and Items Guttman Split-half Coefficient

Extraversion
Extraverted, enthusiastic 0.68
Reserved, quieta
Agreeableness
Critical, quarrelsomea 0.69
Sympathetic, warm
Conscientiousness
Dependable, self-disciplined 0.68
Disorganized, carelessa
Emotional stability
Anxious, easily upseta 0.70
Calm, emotionally stable
Openness to experience
Open to new experiences, complex 0.70
Conventional, uncreativea
a
Items are reverse-coded; Items from the Ten-Item Personality Inventory (Gosling, Rentfrow and Swann,
2003)
Table 4.1.11: Cars – Personality Traits: Descriptive Statistics
Personality Traits Mean S.D.

Extraversion 3.06 0.84
Agreeableness 2.91 1.22
Conscientiousness 2.62 0.75
Emotional stability 2.42 0.81
Openness to experience 2.97 0.81
n=327; On a five-point scale with 1=very low score to
5=very high score
80
4.1.6 Cars – Consumer Decision-making Styles
4.1.6.1 Cars – Consumer Decision-making Styles: Factor Analysis and Reliability
Table 4.1.12 presents the results of the Principal Component Factor Analysis with
Varimax Rotation performed on the data collected to study respondents‟ consumer
decision-making styles. Kaiser-Meyer-Olkin Measure of Sampling Adequacy (.73) and
Bartlett‟s Test of Sphericity (p<.001) indicated that the data was found to be appropriate
for factor analysis. The eight extracted factors had eigen values greater than 1 and
corresponded to the sub-scales – perfectionistic, brand conscious, novelty-fashion
conscious, recreational-shopping conscious, price-value conscious, impulsive, confused
by overchoice and habitual – of the consumer decision-making styles scale. The
loadings were greater than 0.50 in all the cases. The values of Cronbach‟s alpha ()
were greater than 0.67 (Table 4.1.13) and thus the reliabilities of all the sub-scales were
satisfactory (Robinson, Shaver, and Wrightsman, 1991). The eight-factor solution
explained almost 60 percent variance. Novelty-fashion conscious consisted of five
items and explained approximately 9 percent of the total variance. Brand conscious
consisted of six items and explained approximately 9 percent of the total variance.
Perfectionistic consisted of seven items and explained approximately 8 percent of the
total variance. Impulsive consisted of four items and explained approximately 8 percent
of the total variance. Recreational-shopping conscious consisted of four items and
explained approximately 8 percent of the total variance. Confused by overchoice
consisted of three items and explained approximately 6 percent of the total variance.
Price-value conscious consisted of three items and explained approximately 6 percent
of the total variance. Habitual consisted of three items and explained less than 6 percent
of the total variance.
81
Table 4.1.12 Cars – Consumer Decision-making Styles: Factor Analysis
Components
Items (35) Novelty- fashion Recreational- shopping Confused by Price-value
Brand conscious Perfectionistic Impulsive Habitual
conscious conscious overchoice conscious
I prefer buying the best selling
.02 0.79 0.03 -0.05 -0.08 0.06 0.05 -0.03
brands
The more expensive brands are
-0.03 0.65 0.00 0.06 -0.11 -0.08 0.06 0.04
usually my choices
The higher the price of the product,
-.05 0.69 0.02 -0.04 -0.11 0.08 -0.14 0.07
the better the quality
The most advertised brands are
-0.05 0.73 -0.11 -0.08 -0.07 0.17 0.05 -0.01
usually very good choices
Nice department and specialty
-0.05 0.61 -0.10 0.11 0.04 0.14 -0.11 -0.01
stores offer me the best products
The well-known national brands
0.02 0.58 -0.01 0.04 0.09 -0.20 0.06 -.22
are for me
I change brands I buy regularlya .03 -0.09 0.05 -0.10 0.02 0.02 0.05 0.76
I have favourite brands I buy over
0.02 -0.01 0.07 -0.15 -0.08 0.07 0.05 0.79
and over
Once I find a product or brand I
0.02 0.01 0.02 0.02 0.01 0.30 0.12 0.61
like, I stick with it
I take the time to shop carefully for
0.07 0.05 -0.01 0.84 0.08 0.02 -0.09 -0.14
the best buysa
I should plan my shopping more
0.09 0.01 -0.01 0.85 -0.04 -0.02 0.08 -0.17
carefully than I do
I am impulsive when purchasing .04 0.03 -0.08 0.72 -0.01 0.01 0.31 0.01
I carefully watch how much I
0.00 -0.06 0.05 0.78 0.10 0.07 -0.19 0.04
spenda
82
Components
Fashionable, attractive styling is
.77 -0.14 -0.03 -0.04 0.06 -0.04 -0.03 0.02
very important to me
It‟s fun to buy something new and
0.68 0.17 -0.07 0.06 0.08 -0.05 0.03 0.07
exciting
I usually have one or more outfits
0.80 0.01 -0.08 0.05 0.19 -0.07 -0.01 0.06
of the very newest style
To get variety, I shop different
.81 -0.03 -0.05 0.09 0.05 -0.02 -0.09 -.01
stores and choose different brands
I keep my wardrobe up-to-date
0.78 -0.16 -0.04 0.01 0.13 -0.03 -0.13 -0.11
with the changing fashions
The more I learn about products,
the harder it seems to choose the -.14 0.11 -0.06 0.12 -0.08 0.81 0.04 0.13
best
Sometimes it‟s hard to choose
0.03 0.01 -0.02 -0.07 -0.04 0.69 0.01 0.07
which stores to shop
All the information I get on
-0.13 0.08 0.02 0.07 -0.04 0.84 0.06 0.10
different products confuses me
I look carefully to find the best
-0.07 0.27 -0.05 0.31 0.03 0.05 0.60 0.02
value for the money
I buy as much as possible at the
-.05 -0.12 0.02 -0.10 0.03 0.03 0.82 0.06
sale prices
The lowest price products are
-0.11 -0.09 0.06 -0.04 -0.03 0.05 0.84 0.12
usually my choice
In general, I usually try to buy the
-.14 0.05 0.55 0.10 0.00 -0.11 -0.08 .01
best overall quality
I make a special effort to choose
-0.08 0.02 0.56 0.07 -0.01 -0.07 0.03 0.18
the very best quality products
83
Components
Getting very good quality is very
0.01 -0.07 0.66 0.04 0.04 -0.15 -0.04 0.10
important to me
My standards and expectations for
-0.04 0.01 0.71 -0.10 -0.11 0.06 0.06 -0.04
products I buy are very high
I really don‟t give my purchases
0.05 -0.10 0.59 -0.11 -0.04 0.23 0.11 -0.30
much thought or carea
When it comes to purchasing
products, I try to get the very best -.10 -0.06 0.60 -0.04 -0.04 0.01 -0.03 .19
or perfect choice
I shop quickly, buying the first
product or brand I find that seems 0.08 -0.08 0.76 -0.10 -0.09 0.13 0.05 -0.19
good enougha
Going shopping is one of the
0.16 -0.03 0.00 0.00 0.85 -0.01 0.00 .02
enjoyable activities of my life
I enjoy shopping just for the fun of
0.08 -0.10 -0.11 0.02 0.74 -0.07 -0.11 -0.08
it.
Shopping is not a pleasant activity
0.15 -0.01 -0.07 0.00 0.80 0.02 0.08 0.03
to mea
Shopping at the stores wastes my
0.08 -0.12 -0.02 0.10 0.81 -0.11 0.04 -0.02
timea
Eigen value 3.15 3.03 2.93 2.82 2.74 2.19 2.03 1.96
Variance explained (%) 8.99 8.65 8.36 8.06 7.82 6.25 5.8 5.6
a
Items are reverse-coded ; n=327; Items adapted from the Consumer Styles Inventory (Sproles and Kendall, 1986)
84
Table 4.1.13: Cars – Consumer Decision-making Styles: Reliability Scores
Components No. of Items Cronbach’s Alpha ()

Perfectionistic 7 .76
Brand Conscious 6 .77
Novelty-fashion conscious 5 .84
Recreational-shopping conscious 4 .83
Price-value conscious 3 .68
Impulsive 4 .83
Confused by overchoice 3 .77
Habitual 3 .68
4.1.6.2 Cars – Consumer Decision-making Styles: Descriptive Statistics
The descriptive statistics related to the eight consumer decision-making styles are
presented in Table 4.1.14.
Table 4.1.14: Cars – Consumer Decision-making Styles: Descriptive Statistics
Consumer Decision-making Styles Mean S.D.

Perfectionistic 2.73 1.02
Brand Conscious 2.75 0.61
Novelty-fashion conscious 3.08 0.87
Recreational-shopping conscious 3.25 1.01
Price-value conscious 2.24 1.06
Impulsive 2.95 0.82
Confused by overchoice 3.25 0.72
Habitual 3.38 0.73
4.1.7 Cars – Post-exposure Attitude-towards-the-Brand
4.1.7.1 Cars – Post-exposure Attitude-towards-the-Brand: Factor Analysis and

Reliability
The same scale was used to measure respondents‟ pre-exposure attitude-towards-the-

brand and post-exposure attitude-towards-the-brand. Principal Component Factor
Analysis with Varimax Rotation was performed on the responses to the scale for
85
measuring respondents‟ pre-exposure attitude-towards-the-brand. The extraction was of

only one component. Therefore, the solution was not rotated. The value of Cronbach‟s
alpha was .70 and therefore considered satisfactory. (Robinson, Shaver, and
Wrightsman, 1991) (Table 4.1.15).
Table 4.1.15: Cars – Post-exposure Attitude-towards-the-Brand: Reliability Score
Items Cronbach’s Alpha ()
Bad---Good
Dislike---Like
.70
Unpleasant---Pleasant
Poor quality---High quality
Items from Mitchell and Olson (1981)
4.1.7.2 Cars – Pre- and Post-exposure Attitude-towards-the-Brand: Paired Samples

t test and Descriptive Statistics
For each ad exposure, a paired samples t test (Table 4.1.16) was conducted for the two
variables. It resulted in a t value (-14.78) with probability less than 0.001 for the
commercial with emotional appeal.
Hence, there was a significant difference between the mean value (m=3.57) of pre-
exposure attitude-towards-the-brand and that (m=4.52) of post-exposure attitude-
towards-the-brand for the commercial with emotional appeal. No such difference in the
two means was found for the commercial with rational appeal.
Table 4.1.16 Cars – Pre-exposure and Post-exposure Attitude-towards-the-Brand:

Descriptive Statistics and Paired Samples t Test
Pre-exposure attitude- Post-exposure attitude-

TV Commercial towards-the-brand towards-the-brand t value Sig.
with
Mean S.D. Mean S.D.
Rational appeal 2.46 .94 2.55 1.43 -1.05 .295
Emotional appeal 3.57 1.08 4.52 .57 -14.78 .000***
86
4.1.8 Cars – Prior-Purchase-Intention: Factor Analysis, Reliability and

Principal Component Factor Analysis with Varimax Rotation was performed on responses
to the scale for measuring respondents‟ prior-purchase-intention. The extraction was of only
one component. Therefore, the solution was not rotated. The value of Cronbach‟s alpha for
prior-purchase-intention was .71 and hence satisfactory (Robinson, Shaver, and
Wrightsman, 1991). Since the two commercials were shown to the same respondents, prior-
purchase-intention, related to cars as a product category remained the same in case of both
the ad exposures. The mean value (m=2.25) of the variable was low (Table 4.1.17).
Table 4.1.17: Cars – Prior-Purchase-Intention: Reliability Score and Descriptive Statistics
Items Cronbach’s Alpha ( Mean S.D.
Unlikely------ Likely
Impossible------ Possible .71 2.25 0.86
Improbable------ Probable
n=327; Items from MacKenzie, Lutz, and Belch (1986)
4.1.9 Cars – Relationships between Attitude-towards-the-Advertising Appeal

and Antecedents
In order to examine the relationship between attitude-towards-the-advertising-appeal

and various antecedents, viz., demographics, judgements-about-the-ad, feelings-from-
the-ad, personality traits, consumer decision-making styles, pre-exposure attitude-
towards-the-brand, and prior-purchase-intention, t test, one-way analysis of variance,
Pearson correlation and multiple regression analysis were conducted.
4.1.9.1 Cars – Respondent Demographics and Attitude-towards-the-Advertising-

Appeal
Cars - Gender and Attitude-towards-the-Advertising-Appeal
A two-independent-samples t test was conducted to find out if there was any

relationship between gender and Aaa for commercial with rational or emotional appeals
87
(Table 4.1.18). In case of the commercial with rational appeal, the t value was 1.16 with
a probability of .246, which was greater than the significance level of 0.05. Therefore,
there was no significant difference between the mean value (m=3.31) of Aaa for male
and that (m=3.22) of Aaa for female respondents. In case of the commercial with
emotional appeal, the t value was -1.34 with a probability of .181, which was greater
than the significance level of 0.05.
Table 4.1.18: Cars – Gender-wise Attitude-towards-the-Advertising-Appeal: Descriptive

Statistics and Two-Independent-Samples t test
Aaa (Male) Aaa (Female)

TV Commercial with t value Sig.
N Mean S.D. N Mean S.D.
Rational appeal 182 3.31 .74 145 3.22 .71 1.16 .246
Emotional appeal 182 4.28 .52 145 4.36 .50 -1.34 .181
Therefore, there was no significant difference found between the mean value (m=4.28)
of Aaa for male and that (m=4.36) of Aaa for female respondents.
Cars - Age and Attitude-towards-the-Advertising-Appeal
One-way analysis of variance (ANOVA) was conducted to find out if there was a
relationship between age and Aaa by comparing the means of Aaa across different age
groups for the two commercials (Table 4.1.19).
On comparison of means of Aaa of the four age-groups of respondents (21-30, 31-40,

41-50, 51-60 years) for commercial with rational appeal, a significant difference was
found (F = 66.20, p<.001). The mean values decreased with the increase in age. Age
group 21-30 years had the highest mean value (m=3.71) and age group 51-60 years the
lowest (m=2.27).
Similarly, on comparison of means of Aaa of the four age groups of respondents for the
commercial with emotional appeal, showed a significant difference was found (F = 8.15,
p<.001). However, the mean values did not show a clear pattern with respect to age.
Though the youngest age group of 21-30 years had the highest mean value (m=4.43) and
the oldest age group of 51-60 years the lowest (m=3.95), the mean value (m=4.27) for age
group 31-40 years was lower than that (m=4.36) of age group 41-50 years.
88
Table 4.1.19: Cars – Age-wise Attitude-towards-the-Advertising-Appeal: Descriptive

Statistics and One-way Analysis of Variance

Age
(yrs.) F F
N Mean S.D. Sig. N Mean S.D. Sig.
Value Value
21-30 114 3.71 .57 114 4.43 .48
31-40 107 3.35 .57 107 4.27 .41
41-50 73 2.92 .52 66.20 .000*** 73 4.36 .54 8.15 .000***
51-60 33 2.27 .70 33 3.95 .70
Total 327 3.27 .73 327 4.31 .51
Cars - Education and Attitude-towards-the-Advertising-Appeal
One-way ANOVA was conducted to find out if there existed a relationship between
education and Aaa by comparing the means of Aaa across different education levels for
commercials with rational and emotional appeal (Table 4.1.20).
The comparison of means of Aaa of the three education groups of respondents

(undergraduate, graduate, and post-graduate & higher) for commercial with rational
appeal showed a significant difference (F = 4.36, p<.05). The mean values decreased
with the increase in the education level. Undergraduates had the highest mean value
(m=3.40) and postgraduates & higher had the lowest (m=3.10).
Table 4.1.20: Cars – Education-wise Attitude-towards-the-Advertising-Appeal:


Education
N Mean S.D. F Value Sig. N Mean S.D. F Value Sig.
Undergraduate 108 3.40 .72 108 4.28 .53
Graduate 130 3.29 .65 130 4.41 .48
Post-graduate 4.36 .014* 4.31 .02*
89 3.10 .81 89 4.21 .53
& higher
Total 327 3.27 .73 327 4.31 .51
Similarly, the comparison of means of Aaa of the three education groups of respondents
for commercial with emotional appeal showed a significant difference (F = 4.31, p<.05).
Unlike the advertisement with rational appeal, the mean values did not show any clear
89
pattern of increase or decrease with education. Graduates reported the most favourable
attitude-towards-the-advertising-appeal (m=4.41) followed by undergraduates (m=4.28).
Cars – Income and Attitude-towards-the-Advertising-Appeal
One-way ANOVA was conducted to test the relationship between income and Aaa by
comparing the means of Aaa across different income groups for both the commercials
(Table 4.1.21). The comparison of means of Aaa of the six income groups of respondents
(Rs.: 3.5-6 lakh, 6-8.5 lakh, 8.5-11 lakh, 11-13.5 lakh, 13.5-16 lakh, 16-18.5 lakh) for the
commercial with rational appeal showed a significant difference (F = 34.90, p<.001).
The mean values increased with the increase in income. The income group, 16-18.5
lakh, had the highest value (m=3.95) and group, 3.5-6 lakh, had the lowest (m=2.88).
Table 4.1.21: Cars – Income-wise Attitude-towards-the-advertising-appeal: Descriptive

Statistics and One-way Analysis of Variance

Income (Rs.)
3.5-6 L 98 2.88 .75 98 4.42 .42
6-8.5 L 75 2.90 .52 75 4.33 .51
8.5-11 L 50 3.43 .62 50 4.31 .44
11-13.5 L 41 3.77 .40 34.90 .000*** 41 4.30 .67 2.32 .043*
13.5-16 L 33 3.81 .35 33 4.16 .54
16-18.5 L 30 3.95 .52 30 4.12 .60
Total 327 3.27 .73 327 4.31 .51
The comparison of means of Aaa of the six income groups of respondents for
commercial with emotional appeal showed a significant difference (F = 2.32, p<.05).
Unlike for the rational-appeal ad exposure, the mean values here decreased with the
increase in income. The income group, 3.5-6 lakh, had the highest mean value (m=4.42)
and group, 16-18.5 lakh, had the lowest mean value (m=4.12).
4.1.9.2 Cars – Attitude-towards-the-Advertising-Appeal (Rational) and its

Antecedents: Correlation Analysis
Pearson correlation analysis was conducted to study the relationship between Aaa and
the hypothesised antecedents (judgements-about-the-ad, feelings-from-the-ad, personality
90
traits, consumer decision-making styles, pre-exposure attitude-towards-the-brand, and

prior-purchase-intention)
According to Pearson correlation analysis, significant correlations (r) were found

between Aaa and its hypothesised antecedents in case of the Manza commercial with
rational appeal, based on competitive advantage (Table 4.1.22). There was a positive
correlation (p<.01) between Aaa; and judgements-about-the-ad (r = .44), feelings-from-
the-ad (r = .48), pre-exposure attitude-towards-the-brand (r = .52), and prior-purchase-
intention (r = .72). Other significant correlations found were, for example, between
judgements-about-the-ad and feelings-from-the-ad (r = .23; p<.01).
Significant correlations (r) were found between Aaa and personality traits (Table
4.1.23). There was a positive correlation between Aaa; and agreeableness (r = .14;
p<.05), conscientiousness (r = .70; p<.01), emotional stability (r = .29; p<.01), and
extraversion (r = .27; p<.01). A negative correlation was also found between Aaa and
openness to experience (r = -.14; p<.05).
Significant correlations (r) were found between Aaa and consumer decision-making
styles (Table 4.1.24). There was a positive correlation (p<.01) between Aaa; and brand
conscious (r = .55), and perfectionistic (r = .15). There was a negative correlation
between Aaa; and impulsive (r = -.16; p<.01), and novelty-fashion conscious (r = -.12;
p<.05).
Multicollinearity may occur when two or more predictor variables are highly correlated.
Hence, the predictor variables were examined for multicollinearity with the help of VIF
(variation inflation factor) and Tolerance values (Table 4.1.25). VIF indicates the
increase in variance of an estimated regression coefficient because of collinearity. Its
value should be less than 10. VIF values greater than 10 imply that the associated
regression coefficients are poorly estimated owing to multicollinearity (Montgomery,
Peck, and Vining, 2001). Tolerance values should be more than 0.1 (Hair, Anderson,
Tatham and Black, 1998). VIF is 1 / Tolerance. For the advertisement with rational
appeal, all VIF values were less than 5 and tolerance values were greater than 0.1
(Table 4.1.25). Hence no multicollinearity was found.
91
Table 4.1.22: Cars – Attitude-towards-the-Advertising-Appeal (Rational) and the Hypothesised Antecedents (Judgements-about-the-ad, Feelings-from-
the-ad, Pre-exposure Attitude-towards-the-Brand, and Prior-Purchase-Intention): Pearson Correlation Analysis
Attitude-towards-the- Pre-exposure
Judgements- Feelings-from- Prior-Purchase-
Variables advertising-appeal attitude-towards-
about-the-ad the-ad Intention
(Rational) the-brand
Attitude-towards-the-advertising-appeal (Rational) 1.00
Judgements-about-the-ad .44** 1.00
Feelings-from-the-ad .48** .23** 1.00
Pre-exposure attitude-towards-the-brand .52** .38** .30** 1.00
Prior-Purchase-Intention .72** .31** .46** .41** 1.00
**p<0.01 (2-tailed); n=327
92
Table 4.1.23: Cars – Attitude-towards-the-Advertising-Appeal (Rational) and the Personality Traits: Pearson Correlation Analysis
Attitude-towards-
Emotional Openness to
Variables the-advertising- Agreeableness Conscientiousness Extraversion
Stability experience
appeal (Rational)
Agreeableness .14* 1.00
Conscientiousness .70** .20** 1.00
Emotional Stability .29** .06 .1 1.00
Extraversion .27** -.01 .20** .15** 1.00
Openness to experience -.14* -.04 -.07 -.02 -.02 1.00
*p< 0.05 (2-tailed)

**p<.01 (2-tailed); n=327
93
Table 4.1.24: Cars – Attitude-towards-the-Advertising-Appeal (Rational) and the Consumer Decision-making Styles: Pearson Correlation Analysis
Attitude-towards- Novelty- Recreational-

Brand Confused by Price-value
Variables the-advertising- Habitual Impulsive fashion Perfectionistic shopping
Conscious overchoice Conscious
appeal (Rational) Conscious Conscious
Attitude-towards-
the-advertising- 1.00
appeal (Rational)
Brand Conscious .55** 1.00
Habitual -.04 .08 1.00
Impulsive -.16** -.11 0 1.00
Novelty-fashion
-.12* -.12* .22** .02 1.00
Conscious
Confused by
-.03 .01 .13* .20** .02 1.00
overchoice
Price-value
.01 -.13* -.09 -.22** .07 -.06 1.00
Conscious
Perfectionistic .15** .06 .04 .05 .01 -.11* .14* 1.00
Recreational-
shopping -.05 .07 .17** .09 .03 .07 -.09 -.04 1.00
Conscious
**p<0.01 (2-tailed)
*p<.05 (2-tailed); n=327
94
4.1.9.3 Cars – Attitude-towards-the-Advertising-Appeal (Rational) and its

Antecedents: Multiple Regression Analysis
A multiple regression analysis of attitude-towards-the-advertising-appeal (for the
Manza commercial with the rational appeal based on competitive advantage) with the
hypothesised antecedents (judgements-about-the-ad, feelings-from-the-ad, personality
prior-purchase-intention) was conducted (Table 4.1.25).
Table 4.1.25: Cars – Attitude-towards-the-Advertising-Appeal (Rational) and the

Multiple Regression
R R Square Adjusted R Square F Sig.
.88 0.77 0.75 59.29 .000***
a
Coefficients
Unstandardised Standardised Collinearity
Coefficients Coefficients Statistics
Independent Variables t value Sig.
Std.
B Beta (β) Tolerance VIF
Error
(Constant) 0.48 0.24 2.05 0.041
Judgements-about-the-ad 0.09 0.02 0.12 3.63 .000*** 0.74 1.36
Feelings-from-the-ad 0.09 0.03 0.09 2.71 0.007** 0.66 1.51
Extraversion 0.05 0.03 0.06 2.16 0.032* 0.88 1.14
Agreeableness 0.01 0.02 0.02 0.71 0.478 0.83 1.21
Conscientiousness 0.31 0.04 0.32 8.35 .000*** 0.53 1.88
Emotional stability 0.06 0.03 0.07 2.31 0.021* 0.85 1.18
Openness to experience -0.05 0.03 -0.05 -1.83 0.069 0.93 1.08
Perfectionistic 0.07 0.02 0.10 3.32 0.001** 0.91 1.10
Brand conscious 0.17 0.04 0.14 4.03 .000*** 0.65 1.54
Novelty-fashion conscious -0.03 0.03 -0.03 -1.00 0.319 0.87 1.15
Recreational-shopping
-0.02 0.02 -0.03 -1.04 0.301 0.84 1.19
conscious
Price-value conscious 0.02 0.02 0.04 1.19 0.237 0.84 1.19
Impulsive -0.04 0.03 -0.04 -1.30 0.194 0.85 1.18
Confused by overchoice -0.03 0.03 -0.03 -0.83 0.405 0.85 1.18
Habitual 0.03 0.03 0.03 1.05 0.294 0.82 1.22
Pre-exposure attitude-
0.14 0.03 0.18 5.60 .000*** 0.70 1.43
towards-the-brand
Prior-purchase-intention 0.24 0.03 0.29 7.35 .000*** 0.51 1.97
a
Dependent variable: Attitude-towards-the-advertising-appeal (Rational)
*p<0.05; **p<.01; ***p<.001
95
The regression model explained 77 percent variation in Aaa (R2 = .77; F = 59.29,
p<.001) caused by nine positive predictors: judgements-about-the-ad (β = .12; p<.001),
feelings-from-the-ad (β = .09; p<.01), extraversion (β = .06; p<.05), conscientiousness
(β = .32; p<.001), emotional stability (β = .07; p<.05), perfectionistic (β = .1; p<.01),
brand conscious (β = .14; p<.001), pre-exposure attitude-towards-the-brand (β = .18;
p<.001), and prior-purchase-intention (β = .29; p<.001). These β values (standardised
coefficients) were significantly different from zero.
4.1.9.4 Cars – Attitude-towards-the-Advertising-Appeal (Emotional) and its

Antecedents: Correlation analysis

between Aaa and the hypothesised antecedents in case of the Next Gen i10 commercial
with emotional appeal, based on joy (Table 4.1.26). A positive correlation (p<.01) was
found between Aaa; and judgements-about-the-ad (r = .41), feelings-from-the-ad (r =
.54), pre-exposure attitude-towards-the-brand (r = .45). A negative correlation (p<.05)
was found between Aaa and prior-purchase-intention (r = -.12). Other significant
correlations found were, for example, between judgements-about-the-ad and pre-
exposure attitude-towards-the-brand (r = .22; p<.01).
A negative correlation (r) was found between Aaa and conscientiousness (r = -.13;
p<.05). Refer to Table 4.1.27.
Significant correlations (r) were also found between Aaa; and consumer decision-
making styles (Table 4.1.28). There was a positive correlation (p<.01) between Aaa;
and impulsive (r = .27), and confused by overchoice (r = .64). There was a negative
correlation (p<.01) between Aaa; and price-value conscious (r = -.2), and perfectionistic
(r = -.14).
The variables were examined for multicollinearity as done in the previous section. No
multicollinearity was found (Table 4.1.29).
96
Table 4.1.26: Cars – Attitude-towards-the-Advertising-Appeal (Emotional) and the Hypothesised Antecedents (Judgements-about-the-ad, Feelings-
from-the-ad, Pre-exposure Attitude-towards-the-Brand, and Prior-Purchase-Intention): Pearson Correlation Analysis
(Emotional) the-brand
Attitude-towards-the-advertising-appeal (Emotional) 1.00
Feelings-from-the-ad .54** 0.09 1.00
Pre-exposure attitude-towards-the-brand .45** .22** .29** 1.00
Prior-Purchase-Intention -.12* -0.06 -.17** -0.08 1.00
*p<0.05 (2-tailed)
**p<.01 (2-tailed); n = 327
97
Table 4.1.27: Cars – Attitude-towards-the-Advertising-Appeal (Emotional) and Personality Traits: Pearson Correlation Analysis
Attitude-towards-
appeal (Emotional)
Conscientiousness -.13* .21** 1.00
Emotional Stability 0.09 0.06 0.10 1.00
Extraversion 0.06 -0.01 .20** .15** 1.00
Openness to experience 0.07 -0.04 -0.07 -0.02 -0.02 1.00
*p<0.05 (2-tailed)
**p<.0.01 (2-tailed); n=327
98
Table 4.1.28: Cars – Attitude-towards-the-Advertising-Appeal (Emotional) and Consumer Decision-making Styles: Pearson Correlation Analysis
Attitude-towards- Novelty- Recreational-

Brand Confused by Price-value
Variables the-advertising- Habitual Impulsive fashion Perfectionistic shopping
appeal (Emotional) Conscious Conscious
1.00
advertising-appeal (Emotional)
Brand Conscious -0.02 1.00
Habitual 0.10 0.08 1.00
Impulsive .27** -0.11 0.00 1.00
Novelty-fashion Conscious 0.03 -.12* .22** 0.02 1.00
Confused-by-overchoice .64** 0.01 .13* .20** 0.02 1.00
Price-value Conscious -.20** -.13* -0.09 -.22** 0.07 -0.06 1.00
Perfectionistic -.14** 0.06 0.04 0.05 0.01 -.11* .14* 1.00
0.06 0.07 17** 0.09 0.03 0.07 -0.09 -0.04 1.00
Conscious
**p<0.01 (2-tailed)
*p<0.05; n=327
99
4.1.9.5 Cars – Attitude-towards-the-Advertising-Appeal (Emotional) and its

A multiple regression analysis of Aaa (for the i10 commercial with the emotional
appeal based on joy) with all the hypothesised antecedents was conducted
(Table 4.1.29).
Table 4.1.29: Cars – Attitude-towards-the-Advertising-Appeal (Emotional) and the

Multiple Regression
.80 .64 .62 32.21 .000***
Coefficientsa
Std.
Error
(Constant) 1.62 0.24 6.79 .000
Judgements-about-the-ad 0.12 0.02 0.22 6.03 .000*** 0.84 1.18
Feelings-from-the-ad 0.30 0.04 0.31 7.94 .000*** 0.76 1.32
Extraversion 0.05 0.02 0.08 2.03 0.043* 0.86 1.16
Agreeableness -0.03 0.02 -0.07 -1.98 0.050 0.82 1.21
Conscientiousness -0.09 0.03 -0.13 -2.84 0.005** 0.54 1.86
Emotional stability 0.05 0.02 0.09 2.33 0.021* 0.87 1.15
Openness to experience -0.02 0.02 -0.03 -0.70 0.483 0.95 1.06
Perfectionistic -0.02 0.02 -0.03 -0.87 0.387 0.86 1.16
Brand conscious 0.04 0.04 0.04 1.02 0.311 0.65 1.53
Novelty-fashion conscious 0.02 0.02 0.04 1.02 0.310 0.89 1.13
-0.03 0.02 -0.05 -1.41 0.160 0.88 1.14
conscious
Price-value conscious -0.04 0.02 -0.08 -2.12 0.035* 0.83 1.21
Impulsive 0.05 0.02 0.08 2.18 0.030* 0.84 1.19
Confused by overchoice 0.28 0.03 0.39 9.58 .000*** 0.70 1.43
Habitual -0.01 0.03 -0.01 -0.30 0.761 0.84 1.20
0.07 0.02 0.15 3.67 .000*** 0.71 1.42
towards-the-brand
Prior-purchase-intention 0.02 0.03 0.04 0.89 0.372 0.59 1.69
a
Dependent variable: Attitude-towards-the-advertising-appeal (Emotional)
*p<0.05; **p<.01; ***p<.001
100
The regression model explained 64 percent variation in Aaa (R2 = .64; F = 32.21;
p<.001) caused by seven positive predictors: judgements-about-the-ad (β = .22;
p<.001), feelings-from-the-ad (β = .31; p<.001), extraversion (β = .08; p<.05),
emotional stability (β = .09; p<.05), impulsive (β = .08; p<.05), confused by overchoice
(β = .39; p<.001), pre-exposure attitude-towards-the-brand (β = .15; p<.001); and two
negative predictors: conscientiousness (β = -0.13; p<.01); price-value conscious (β = -
0.08; p<.05). These β values (standardised coefficients) were significantly different
from zero.
4.1.10 Cars – Relationship between Attitude-towards-the-Advertising-

Appeal and Post-exposure Attitude-towards-the-Brand
Analysis in this section shows whether the attitude towards the rational or emotional
advertising appeal forms a relationship with the attitude towards the brand after
exposure or not. Pearson correlation analysis was conducted for both the ad exposures.
4.1.10.1 Cars – Relationship between Attitude-towards-the-Advertising-Appeal

(rational) and Post-exposure Attitude-towards-the-Brand
Correlation between Aaa for the Manza commercial with rational appeal and post-
exposure attitude-towards-the-brand, Tata Manza, was non-significant (r = .09) as the
probability (p) was not less than .05 (Table 4.1.30).
Table 4.1.30: Cars - Attitude-towards-the-Advertising-Appeal (Rational) and Post-

exposure Attitude-towards-the-Brand: Pearson Correlation Analysis
Attitude-towards- Post-exposure
Variables the-advertising- Attitude-towards-
appeal (Rational) the-brand
Post-exposure Attitude-towards-the-brand .09 1.00
n=327
101
4.1.10.2 Cars – Relationship between Attitude-towards-the-Advertising-Appeal

(Emotional) and Post-exposure Attitude-towards-the-Brand
Correlation between Aaa for the i10 commercial with emotional appeal and post-
exposure attitude-towards-the-brand, i10, was significant (r = .31; p<.01). Refer to
Table 4.1.31.
Table 4.1.31: Cars – Attitude-towards-the-Advertising-Appeal (Emotional) and Post-

exposure Attitude-towards-the-Brand: Pearson Correlation Analysis
appeal (Emotional) the-brand
Post-exposure Attitude-towards-the-brand .31** 1.00
n=327; **Correlation is significant at the 0.01 level (2-tailed)
4.1.11 Cars – Acceptance/ Non-acceptance of the Hypotheses based on the

Study
 H1a: There is a relationship between gender and Aaa (Not accepted for both
advertisements)
 H1b: There is a relationship between age and Aaa (Accepted for both the
advertisements)
 H1c: There is a relationship between education and Aaa (Accepted for both
advertisements)
 H1d: There is a relationship between income and Aaa (Accepted for both
advertisements)
 H2a: There is a relationship between judgements-about-the-ad and Aaa
(Accepted for both advertisements)
 H2b: There is a relationship between feelings-from-the-ad and Aaa (Accepted for
both advertisements)
 H3a: There is a relationship between extraversion and Aaa (Accepted for both
advertisements)
102
 H3b: There is a relationship between agreeableness and Aaa (Not accepted for
 H3c: There is a relationship between conscientiousness and Aaa (Accepted for
 H3d: There is a relationship between emotional stability and Aaa (Accepted for
 H3e: There is a relationship between openness to experience and Aaa (Not
accepted for both advertisements)
 H4a: There is a relationship between perfectionistic and Aaa (Accepted for
advertisement with rational appeal)
 H4b: There is a relationship between brand conscious and Aaa (Accepted for
 H4c: There is a relationship between novelty-fashion conscious and Aaa (Not
 H4d: There is a relationship between recreational-shopping conscious and Aaa
(Not accepted for both advertisements)
 H4e: There is a relationship between price-value conscious and Aaa (Accepted
for advertisement with emotional appeal)
 H4f: There is a relationship between impulsive and Aaa (Accepted for
advertisement with emotional appeal)
 H4g: There is a relationship between confused by overchoice and Aaa (Accepted
 H4h: There is a relationship between habitual and Aaa (Not accepted for both
advertisements)
 H5: There is a relationship between pre-exposure attitude-towards-the-brand and
Aaa (Accepted for both advertisements)
 H6: There is a relationship between prior-purchase-intention and Aaa (Accepted
for advertisement with rational appeal)
 H7: There is a relationship between Aaa and post-exposure attitude-towards-the-
brand (Accepted for advertisement with emotional appeal)
103
4.2 PRODUCT CATEGORY: SMARTPHONES
The sections in this part of the chapter present descriptive statistics of the respondents‟
attitudes towards various advertising appeals used in the television commercials of
product category, smartphones, and the hypothesised antecedents (judgements-about-
the-ad, feelings-from-the-ad, personality traits, consumer decision-making styles, pre-
exposure attitude-towards-the-brand, and prior-purchase-intention) of these attitudes.
Subsequently, the findings regarding the relationships between the attitude-towards-the-
advertising-appeal (Aaa) for the television commercials of smartphones and these
antecedents (including demographic variables); and between such Aaa and post-
exposure attitude-towards-the-brand are presented.
Two television commercials (one with mainly rational appeal and the other with mainly
emotional appeal) were shown to the respondents comprising Sample B. The
commercial with mainly rational appeal – based on feature – was for Nokia X. In this
commercial, Bollywood actor, Shahrukh Khan, talks about the new Nokia X
smartphone that has a special feature called the SRK‟s Fastlane. The commercial with
mainly emotional appeal – based on excitement – was for Lava Iris X1. The
advertisement shows how a man is totally mesmerised by the look of the phone (details
of the commercials are presented in Chapter 3).
4.2.1 Smartphones – Descriptive Statistics
The descriptive statistics related to the attitude-towards-the-advertising-appeal and its

hypothesised antecedents as mentioned above are provided in this section.
4.2.1.1 Smartphones – Judgements-about-the-ad: Descriptive Statistics
The descriptive statistics related to the judgements-about-the-ad for smartphones,

including its two sub-scales, ethos and logos, are provided in Table 4.2.1. For the
commercial with rational appeal based on feature, the mean value of ethos was 2.44 and
that of logos was 2.95. The overall mean value of judgements-about-the-ad for the
advertisement with rational appeal was 2.70. On the other hand, for the commercial
with emotional appeal based on excitement, such a value of ethos was 2.50 and that of
104
logos was 2.17. The overall mean value of judgements-about-the-ad for advertisement
Table 4.2.1: Smartphones – Judgements-about-the-ad: Descriptive Statistics

the-ad
Mean S.D. Mean S.D.
Ethos 2.44 1.05 2.50 0.77
Logos 2.95 0.58 2.17 0.99
Overall 2.70 0.95 2.33 1.05
4.2.1.2 Smartphones – Feelings-from-the-ad: Descriptive Statistics
scales – upbeat, not-negative, and warm – are provided in Table 4.2.2. For the
commercial with rational appeal, the mean value of upbeat feelings was 2.98, that of not-
negative feelings was 2.57 and that of warm feelings was 2.14. The mean value of overall
feelings-from-the-ad for the commercial with rational appeal was 2.56. On the other hand,
for the commercial with emotional appeal, the mean value of upbeat feelings was 4.49,
that of not-negative feelings was 2.39 and that of warm feelings was 4.41. The mean
value of overall feelings-from-the-ad for the commercial with emotional appeal was 3.76.
Table 4.2.2: Smartphones – Feelings-from-the-ad: Descriptive Statistics

Feelings-from-the-ad Appeal Appeal
Mean S.D. Mean S.D.
Upbeat 2.98 0.61 4.49 0.60
Not-negative 2.57 0.92 2.39 0.89
Warm 2.14 1.12 4.41 0.97
Overall 2.56 1.33 3.76 0.93
105
4.2.1.3 Smartphones – Judgements-about-the-ad and Feelings-from-the-ad:

Paired Samples t test (both advertisements)
4.2.3) and it was found that the feelings-from-the-ad for commercial with emotional
appeal had a significantly higher (t = -17.82, p<.001) mean value (m=3.76) as compared
to that (m=2.33) of its judgements-about-the-ad. However, for the commercial with
rational appeal, no significant difference between the mean value (m=2.70) of
judgments-about-the-ad and that (m=2.56) of feelings-from-the-ad was found.
Table 4.2.3: Smartphones – Judgements-about-the-ad and Feelings-from-the-ad: Paired

Samples t test
with
Mean S.D. Mean S.D.
Rational appeal 2.70 .95 2.56 1.33 1.55 .123
4.2.1.4 Smartphones – Attitude-towards-the-Advertising-Appeal: Two-independent-

samples t test and Descriptive Statistics
The mean value (m=3.10) of Aaa for commercial with rational appeal was higher than
that (m=2.97) of Aaa for commercial with emotional appeal. A two-independent-
samples t test was conducted (Table 4.2.4) to test the difference. The t value was 1.85
with a probability of 0.065, which was greater than the significance level of 0.05.
Therefore, the mean value (m=3.10) of Aaa for commercial with rational appeal was
not significantly higher.
4.2.1.5 Smartphones – Personality Traits: Descriptive Statistics
The descriptive statistics related to the five personality traits – extraversion,

agreeableness, conscientiousness, emotional stability, and openness to experience – are
provided in Table 4.2.5.
106
Table 4.2.4: Smartphones – Attitude-towards-the-Advertising-Appeal: Descriptive

Statistics and Two-Independent-Samples t test

t value Sig.
Mean S.D. Mean S.D.
3.10 .91 2.97 .82 1.85 .065
n=310; On a five-point scale with 1=very low score to 5=very
high score; *p<.05; **p<.01; ***p<.001
Table 4.2.5: Smartphones – Personality Traits: Descriptive Statistics

high score
4.2.1.6 Smartphones – Consumer Decision-making Styles: Descriptive Statistics
The descriptive statistics related to the eight consumer decision-making styles –

perfectionistic, brand conscious, recreational-shopping conscious, novelty-fashion
by overchoice, and habitual – are presented in Table 4.2.6.
4.2.1.7 Smartphones – Attitude-towards-the-Brand
Pre- and Post-exposure Attitude-towards-the-Brand – Paired Samples t test and

Descriptive Statistics: For each ad exposure, a paired samples t test (Table 4.2.7) was
conducted for the two variables. It resulted in a t value of -.17 with probability greater
than .05 for the commercial with rational appeal, and with a t value of -1.90 with
probability greater than .05 for commercial with emotional appeal. Hence, there was no
significant difference between the mean value (m=3.42) of pre-exposure attitude-
towards-the-brand and that (m=3.44) of post-exposure attitude-towards-the-brand for
the commercial with rational appeal. Similarly, there was no difference in the mean
107
value of pre-exposure attitude-towards-the-brand (m=2.49) and that (m=2.68) of post-

exposure attitude-towards-the-brand for the advertisement with emotional appeal.
Table 4.2.6: Smartphones – Consumer Decision-making Styles: Descriptive Statistics

Impulsive 2.53 1.15
Habitual 3.41 0.88
Table 4.2.7: Smartphones – Pre- and Post-exposure Attitude-towards-the-Brand:

Descriptive Statistics and Paired Samples t test

TV Commercial towards-the-brand towards-the-brand t
Sig.
with value
Mean S.D. Mean S.D.
Rational appeal 3.42 .88 3.44 1.36 -.17 .862
Emotional appeal 2.49 1.21 2.68 1.33 -1.90 .058
4.2.1.8 Smartphones – Prior-Purchase-Intention: Descriptive Statistics
The mean value (m=2.62) of the variable was low (Table 4.2.8). Prior-purchase-intention or
purchase intention before the ad exposure related to the product category, smartphones, was
the same for both the ad exposures as the respondents were same each time.
Table 4.2.8: Smartphones – Prior-Purchase-Intention: Descriptive Statistics
Items Mean S.D.

Impossible------ Possible 2.62 1.11
n=310
108
4.2.2 Smartphones – Relationships between Attitude-towards-the-Advertising-

Appeal and Antecedents

towards-the-brand, and prior-purchase-intention, t test, analysis of variance, Pearson
correlation and multiple regression were conducted.
4.2.2.1 Smartphones – Respondent Demographics and Attitude-towards-the-

Advertising-Appeal
Smartphones – Gender and Attitude-towards-the-Advertising-Appeal
A two-independent-samples t test was conducted to test the relationship between gender

and Aaa for commercial with rational and emotional appeals (Table 4.2.9)
Table 4.2.9: Smartphones – Gender-wise Attitude-towards-the-Advertising-Appeal:

Descriptive Statistics and Two-Independent-Samples t test

Commercial with t value Sig.
Rational appeal 179 3.22 .91 131 2.92 .87 2.95 .003**
Emotional appeal 179 2.90 .83 131 3.06 .82 -1.65 .101
In the case of commercial with rational appeal, the t value was 2.95 with a probability
of .003, which was less than the significance level of 0.01. Therefore, there was a
significant difference between the mean value (m=3.22) of Aaa for male and that
(m=2.92) of Aaa for female respondents.
In the case of commercial with emotional appeal, the t value was -1.65 with a
probability of .101, which was greater than the significance level of 0.05. Therefore,
there was no significant difference found between the mean value (m=2.90) of Aaa for
male and that (m=3.06) of Aaa for female respondents.
109
Smartphones – Age and Attitude-towards-the-Advertising-Appeal
One-way analysis of variance (ANOVA) was conducted to test the relationship between
age and Aaa by comparing the means of Aaa across different age groups for the two
advertisements (Table 4.2.10).
The comparison of means of Aaa of the four age-groups of respondents (21-30, 31-40, 41-
50, 51-60 years) for commercial with rational appeal, showed a significant difference (F =
48.65, p<.001). The mean values decreased with the increase in age. Age group 21-30 years
had the highest mean value (m=3.55) and age group 51-60 years the lowest (m=2.17).
Table 4.2.10: Smartphones – Age-wise Attitude-towards-the-Advertising-Appeal:


Age (yrs.)
21-30 110 3.55 .86 110 3.11 .94
31-40 86 3.35 .68 86 3.02 .66
41-50 66 2.67 .64 48.65 .000*** 66 2.90 .78 3.87 .010*
51-60 48 2.17 .74 48 2.65 .79
Total 310 3.10 .91 310 2.97 .82
Similarly, the comparison of means of Aaa of the four age groups of respondents for
commercial with emotional appeal, showed a significant difference (F = 3.87, p<.05).
The mean values decreased with the increase in age. Age group 21-30 years had the
highest mean value (m=3.11) and age group 51-60 years the lowest (m=2.65).
Smartphones – Education and Attitude-towards-the-Advertising-Appeal
One-way ANOVA was conducted to test the relationship between education and Aaa
by comparing the means of Aaa across different education levels for commercials with
rational and emotional appeal (Table 4.2.11).

appeal showed a significant difference (F = 4.09, p<.05). The mean values increased
with the increase in the education level. Postgraduates & higher had the highest mean
value (m=3.34) and undergraduates had the lowest (m=2.96).
110
Table 4.2.11: Smartphones – Education-wise Attitude-towards-the-Advertising-Appeal:


Education
Undergraduate 104 2.96 .93 104 2.88 .98
Graduate 129 3.06 .88 129 3.02 .77

4.09 .018* .87 .420
Post-graduate
77 3.34 .87 77 2.99 .67
& higher
Total 310 3.10 .91 310 2.97 .82
However, the comparison of means of Aaa of the three education groups of respondents
for commercial with emotional appeal did not show a significant difference.
Smartphones – Income and Attitude-towards-the-Advertising-Appeal
(Table 4.2.12). The comparison of means of Aaa of the six income groups of
respondents (Rs.: 3.5-6 lakh, 6-8.5 lakh, 8.5-11 lakh, 11-13.5 lakh, 13.5-16 lakh, 16-
18.5 lakh) for the commercial with rational appeal did not show a significant difference.
Table 4.2.12: Smartphones – Income-wise Attitude-towards-the-Advertising-Appeal:


Income (Rs.)
3.5-6 L 92 3.04 .89 92 3.32 .72

6-8.5 L 68 3.18 .90 68 2.92 .88
8.5-11 L 53 3.29 .79 53 2.91 .80
11-13.5 L 38 3.06 .85 1.53 .181 38 2.89 .73 6.89 .000***
13.5-16 L 30 3.10 1.01 30 2.60 .90
16-18.5 L 29 2.75 1.06 29 2.54 .70
Total 310 3.10 .91 310 2.97 .82
111
The comparison of means of Aaa of the six income groups of respondents for commercial
with emotional appeal showed a significant difference (F = 6.89, p<.001). The mean values
decreased with the increase in income. The income group, 3.5-6 lakh, had the highest mean
value (m=3.32) and group, 16-18.5 lakh, had the lowest mean value (m=2.54).
4.2.2.2 Smartphones – Attitude-towards-the-Advertising-Appeal (Rational) and its

Antecedents: Correlation Analysis
the hypothesised antecedents (judgements-about-the-ad, feelings-from-the-ad, personality
prior-purchase-intention).

between Aaa and its hypothesised antecedents in case of the Nokia X commercial with
rational appeal (Table 4.2.13). There was a positive correlation between Aaa; and
judgements-about-the-ad (r = .55, p<.01), feelings-from-the-ad (r = .49, p<.01), pre-
exposure attitude-towards-the-brand (r = .14, p<.05), and prior-purchase-intention
(r = .62, p<.01). Other significant correlations found were, for example, between
judgements-about-the-ad and pre-exposure attitude-towards-the-brand (r = .16, p<.01).
Significant correlations (r) were found between Aaa and personality traits (Table
4.2.14). There was a positive correlation between Aaa; and agreeableness (r = .12,
p<.05), conscientiousness (r = .76, p<.01), and emotional stability (r = .59, p<.01)
Significant correlations (r) were found between Aaa and consumer decision-making
styles (Table 4.2.15). There was a positive correlation (p<.01) between Aaa; and brand
conscious (r = .35), and price-value conscious (r = .42).
Multicollinearity may occur when two or more predictor variables are highly correlated.
Hence, these variables were examined for multicollinearity with the help of VIF and
Tolerance values (Table 4.2.16) as done for the product category, cars. For the
advertisement with rational appeal, all VIF values were less than 5 and tolerance values
were greater than 0.1. Hence no multicollinearity was found.
112
Table 4.2.13: Smartphones – Attitude-towards-the-Advertising-Appeal (Rational) and the Hypothesised Antecedents (Judgements-about-the-ad,
Feelings-from-the-ad, Pre-exposure Attitude-towards-the-Brand, and Prior-Purchase-Intention): Pearson Correlation Analysis
Pre-exposure attitude-towards-the-brand .14* .16** .14* 1.00
Prior-Purchase-Intention .62** .46** .38** .12* 1.00
** Correlation is significant at the 0.01 level (2-tailed)

* Correlation is significant at the 0.05 level (2-tailed); n=310
113
Table 4.2.14: Smartphones – Attitude-towards-the-Advertising-Appeal (Rational) and the Personality Traits: Pearson Correlation Analysis
Attitude-towards-
appeal (Rational)
Agreeableness .12* 1.00
Conscientiousness .76** .21** 1.00
Emotional Stability .59** .13* .46** 1.00
Extraversion .02 -.08 .03 .03 1.00
Openness to experience .08 .12* .07 .06 .04 1.00
*p<0.05 (2-tailed)
**p<0.01 (2-tailed); n=310
114
Table 4.2.15 Smartphones – Attitude-towards-the-Advertising-Appeal (Rational) and the Consumer Decision-making Styles: Pearson Correlation Analysis
Attitude-towards- Novelty- Confused Recreational-

Brand Price-value
Variables the-advertising- Habitual Impulsive fashion by Perfectionistic shopping
Conscious Conscious
appeal (Rational) Conscious overchoice Conscious
1.00
advertising-appeal (Rational)
Habitual -0.02 0.03 1.00
Impulsive -0.07 0.03 0.07 1.00
Novelty-fashion Conscious -0.03 -0.08 -0.04 .14* 1.00
Confused by overchoice -0.07 -.13* .28** 0.09 -0.04 1.00
Price-value Conscious .42** .18** 0.02 -0.08 -0.01 -0.04 1.00
Perfectionistic 0.08 0.03 .13* 0.07 -0.04 .20** -0.04 1.00
0.03 0.06 .12* -0.07 -0.06 0.00 -0.08 .15** 1.00
Conscious
*p<0.05 (2-tailed)
**p< 0.01 (2-tailed); n=310
115
4.2.2.3 Smartphones – Attitude-towards-the-Advertising-Appeal (Rational) and its

A multiple regression analysis of Aaa (for the Nokia commercial with the rational
appeal based on features) with the hypothesised antecedents (judgements-about-the-ad,
feelings-from-the-ad, personality traits, consumer decision-making styles, pre-exposure
attitude-towards-the-brand, and prior-purchase-intention) was conducted (Table 4.2.16).
Table 4.2.16: Smartphones – Attitude-towards-the-Advertising-Appeal (Rational) and the

Multiple Regression
.87 .76 .75 54.22 .000***
Coefficientsa
Std.
Error
(Constant) -.23 .29 -.78 .437
Judgements-about-the-ad .17 .03 .18 5.09 .000*** .64 1.55
Feelings-from-the-ad .07 .02 .10 2.79 .006** .64 1.57
Extraversion -.01 .03 -.02 -.57 .568 .91 1.20
Agreeableness -.01 .03 -.01 -.30 .763 .86 1.16
Conscientiousness .46 .04 .43 10.61 .000*** .50 2.01
Emotional stability .16 .03 .18 5.26 .000*** .67 1.50
Openness to experience .01 .02 .01 .40 .692 .93 1.08
Perfectionistic .11 .03 .12 3.87 .000*** .91 1.10
Brand conscious .07 .02 .10 3.31 .001** .85 1.18
Novelty-fashion conscious .01 .03 .01 .46 .650 .94 1.07
.03 .03 .03 .97 .335 .90 1.11
conscious
Price-value conscious .12 .03 .13 4.05 .000*** .77 1.30
Impulsive -.03 .02 -.04 -1.37 .173 .93 1.07
Confused by overchoice .00 .03 .00 -.03 .979 .81 1.24
Habitual .00 .03 .01 .15 .884 .87 1.16
.02 .03 .02 .59 .555 .91 1.20
towards-the-brand
Prior-purchase-intention .09 .03 .11 2.83 .005** .56 1.78
a
*p<0.05; **p<.01; ***p<.001
116
p<.001) caused by eight positive predictors: judgements-about-the-ad (β = .18, p<.001),
feelings-from-the-ad (β = .10, p<.01), conscientiousness (β = .43, p<.001), emotional
stability (β = .18, p<.001), perfectionistic (β = .12, p<.001), brand conscious (β = .10,
p<.01), price-value conscious (β = .13, p<.001), and prior-purchase-intention (β = .11,
p<.01). These β values (standardised coefficients) were significantly different from
zero.
4.2.2.4 Smartphones – Attitude-towards-the-Advertising-Appeal (Emotional) and

its Antecedents: Correlation Analysis

between Aaa and the hypothesised antecedents in case of the Lava Iris X1 commercial
with emotional appeal based on excitement (Table 4.2.17). A positive correlation
(p<.01) was found between Aaa; and judgements-about-the-ad (r = .29), feelings-from-
the-ad (r = .44), and pre-exposure attitude-towards-the-brand (r = .21). A negative
correlation (p<.01) was found between Aaa and prior-purchase-intention (r = -.17).
Other significant correlation found was between judgements-about-the-ad and pre-
exposure attitude-towards-the-brand (r = .25, p<.01).
Negative (p<.01) correlations were found between Aaa and conscientiousness (r = -.26)
and emotional stability (r = -.27). Refer to Table 4.2.18.
Significant correlations (r) were also found between Aaa; and consumer decision-
and impulsive (r = .23), and novelty-fashion conscious (r = .27). There was a negative
correlation (p<.01) between Aaa and price-value conscious (r = -.23).
The variables were examined for multicollinearity. All tolerance values were greater
than 0.1 and all VIF values were less than 5. Hence, no multicollinearity was found
(Table 4.2.20).
117
Table 4.2.17: Smartphones – Attitude-towards-the-Advertising-Appeal (Emotional) and the Hypothesises Antecedents (Judgements-about-the-ad,
Attitude-towards- Pre-exposure
Variables the-advertising- attitude-towards-
Feelings-from-the-ad .44** -0.02 1.00
Pre-exposure attitude-towards-the-brand .21** .25** -0.11 1.00
Prior-Purchase-Intention -.17** -0.07 -0.07 -0.07 1.00
**p<0.01 (2-tailed); n=310
118
Table 4.2.18 Smartphones – Attitude-towards-the-advertising-appeal (Emotional) and Personality Traits: Pearson Correlation Analysis
Variables advertising-appeal Agreeableness Conscientiousness Extraversion
(Emotional)
Conscientiousness -.26** .21** 1.00
Emotional Stability -.27** .13* .46** 1.00
Extraversion 0.07 -0.08 0.03 0.03 1.00
Openness to experience 0.06 .12* 0.07 0.06 0.04 1.00
*p<0.05 (2-tailed)
**p< 0.01 (2-tailed); n=310
119
Table 4.2.19: Smartphones – Attitude-towards-the-advertising-appeal (Emotional) and Consumer Decision-making Styles: Pearson Correlation Analysis

Brand Price-value
Conscious Conscious
appeal (Emotional) Conscious overchoice Conscious
1.00
Brand Conscious -0.10 1.00
Habitual -0.08 0.03 1.00
Impulsive .23** 0.03 0.07 1.00
Novelty-fashion Conscious .27** -0.08 -0.04 .14* 1.00
Confused-by-overchoice -0.02 -.13* .28** 0.09 -0.04 1.00
Price-value Conscious -.23** .18** 0.02 -0.08 -0.01 -0.04 1.00
Perfectionistic 0.02 0.03 .13* 0.07 -0.04 .20** -0.04 1.00
0.02 0.06 .12* -0.07 -0.06 0.00 -0.08 .15** 1.00
Conscious
*p<0.05 (2-tailed)
**p<0.01 (2-tailed); n=310
120
4.2.2.5 Smartphones – Attitude-towards-the-Advertising-Appeal (emotional) and

its Antecedents: Multiple Regression Analysis
A multiple regression analysis of Aaa (for the Lava commercial with the emotional
appeal based on excitement) with all the hypothesised antecedents was conducted
(Table 4.2.20).
Table 4.2.20: Smartphones – Attitude-towards-the-Advertising-Appeal Emotional) and

Multiple Regression
.66 .44 .40 13.20 .000***
a
Coefficients
Std.
Error
(Constant) .31 .44 .70 .483
Judgements-about-the-ad .13 .04 .16 3.29 .001** .78 1.29
Feelings-from-the-ad .36 .05 .41 8.00 .000*** .75 1.34
Extraversion .08 .03 .10 2.23 .027* .92 1.09
Agreeableness .07 .05 .07 1.54 .125 .89 1.12
Conscientiousness -.02 .05 -.02 -.38 .705 .61 1.64
Emotional stability -.08 .04 -.10 -1.87 .063 .63 1.59
Perfectionistic .04 .04 .05 .96 .338 .90 1.11
Brand conscious -.01 .03 -.01 -.29 .775 .85 1.17
Novelty-fashion conscious .15 .04 .17 3.49 .001** .81 1.23
.06 .05 .06 1.22 .223 .90 1.11
conscious
Price-value conscious -.10 .04 -.13 -2.62 .009** .81 1.23
Impulsive .12 .03 .16 3.56 .000*** .93 1.08
Confused by overchoice -.02 .04 -.02 -.38 .701 .83 1.20
Habitual -.06 .05 -.07 -1.39 .167 .86 1.17
.12 .03 .18 3.64 .000*** .85 1.18
towards-the-brand
Prior-purchase-intention -.01 .04 -.02 -.38 .706 .72 1.39
a
*p<0.05; **p<.01; ***p<.001
121
p<.001) caused by six positive predictors: judgements-about-the-ad (β = .16, p<.01),
feelings-from-the-ad (β = .41, p<.001), extraversion (β = .10, p<.05), novelty-fashion
conscious (β = .17, p<.01), impulsive (β = .16, p<.001), and Pre-exposure attitude-
towards-the-brand (β = .18, p<.001); and one negative predictor: price-value
conscious (β = -.13, p<.01). These β values (standardised coefficients) were
significantly different from zero.
4.2.3 Smartphones – Relationship between Attitude-towards-the-Advertising-

Appeal and Post-exposure Attitude-towards-the-Brand
advertising appeal forms a relationship with the attitude towards the brand after the ad
exposure or not. Pearson correlation analysis was conducted for both the ad
exposures.
4.2.3.1 Smartphones – Relationship between Attitude-towards-the-Advertising-

Appeal (Rational) and Post-exposure Attitude-towards-the-Brand
Correlation between Aaa for the Nokia commercial with rational appeal and post-
exposure attitude-towards-the-brand, Nokia X, was non-significant (r = .03) as the
probability (p) was not less than .05 (Table 4.2.21).
Table 4.2.21: Smartphones – Attitude-towards-the-Advertising-Appeal (Rational) and

Post-exposure Attitude-towards-the-Brand: Pearson Correlation Analysis
Post-exposure attitude-towards-the-brand .03 1.00
n=310
122
4.2.3.2 Smartphones – Relationship between Attitude-towards-the-Advertising-

Appeal (Emotional) and Post-exposure Attitude-towards-the-Brand
Correlation between Aaa for the Lava commercial with emotional appeal and post-
exposure attitude-towards-the-brand, Lava Iris X1, was significant (r = .13, p<.05).
Refer to Table 4.2.22.
Table 4.2.22: Smartphones – Attitude-towards-the-Advertising-Appeal (Emotional) and

Post-exposure attitude-towards-the-brand .13* 1.00
n=310; *Correlation is significant at the 0.05 level (2-tailed)
4.2.4 Smartphones – Acceptance / Non-acceptance of the Hypotheses based

on the Study
 H1a: There is a relationship between gender and Aaa (Accepted for

 H1b: There is a relationship between age and Aaa (Accepted for both the
advertisements)
 H1c: There is a relationship between education and Aaa (Accepted for
 H1d: There is a relationship between income and Aaa (Accepted for
 H2b: There is a relationship between feelings-from-the-ad and Aaa (Accepted
for both advertisements)
 H3a: There is a relationship between extraversion and Aaa (Accepted for
123
advertisements with rational appeal)
 H4a: There is a relationship between perfectionistic and Aaa (Accepted for
 H4c: There is a relationship between novelty-fashion conscious and Aaa
(Accepted for advertisement with emotional appeal)
 H4g: There is a relationship between confused by overchoice and Aaa (Not
advertisements)
 H5: There is a relationship between pre-exposure attitude-towards-the-brand
and Aaa (Accepted for advertisement with emotional appeal)
 H6: There is a relationship between prior-purchase-intention and Aaa
(Accepted for advertisement with rational appeal)
 H7: There is a relationship between Aaa and post-exposure attitude-towards-
the-brand (Accepted for advertisement with emotional appeal)
124
4.3 PRODUCT CATEGORY: LIFE INSURANCE
product category, life insurance, and the hypothesised antecedents (judgements-about-
advertising-appeal (Aaa) for the television commercials of life insurance and these
emotional appeal) were shown to the respondents comprising Sample C. The
commercial with mainly rational appeal – based on dependability – was for Max New
York Life Insurance. The commercial shows a representative of Max New York as an
ethical professional who does not make any false commitments to his prospect. The
advertisement with mainly emotional appeal based on fear was for ICICI Prudential
Life Insurance. In this advertisement, Amitabh Bachchan points out to a young man
why investing in life insurance for the security of his family is important (details of the
commercials are presented in Chapter 3).
4.3.1 Life Insurance – Descriptive Statistics

4.3.1.1 Life Insurance – Judgements-about-the-ad: Descriptive Statistics
The descriptive statistics related to the judgements-about-the-ad for life insurance,

commercial with rational appeal based on dependability, the mean value of ethos was
2.51 and that of logos was 2.79. The overall mean value of judgements-about-the-ad for
the commercial with rational appeal was 2.65. On the other hand, for the commercial
125
with emotional appeal based on fear, such a value of ethos was 2.15 and that of logos
was 1.75. The overall mean value of judgements-about-the-ad for commercial with
emotional appeal was 1.95.
Table 4.3.1 Life Insurance – Judgements-about-the-ad: Descriptive Statistics

the-ad
Mean S.D. Mean S.D.
Ethos 2.51 0.85 2.15 0.91
Logos 2.79 1.16 1.75 1.15
Overall 2.65 1.15 1.95 0.88
4.3.1.2 Life Insurance – Feelings-from-the-ad: Descriptive Statistics
advertisement with rational appeal, the mean value of upbeat feelings was 2.17, that of
not-negative feelings was 2.39 and that of warm feelings was 2.04. The mean value of
overall feelings-from-the-ad for the advertisement with rational appeal was 2.20. On the
other hand, for the advertisement with emotional appeal, the mean value of upbeat
feelings was 2.32, that of not-negative feelings was 1.88 and that of warm feelings was
2.67. The mean value of the overall feelings-from-the-ad for the advertisement with
Table 4.3.2: Life Insurance – Feelings-from-the-ad: Descriptive Statistics

Feelings-from-the-ad Appeal Appeal
Mean S.D. Mean S.D.
Upbeat 2.17 1.01 2.32 1.22
Not-negative 2.39 1.18 1.88 0.87
Warm 2.04 0.80 2.67 1.03
Overall 2.20 1.02 2.29 0.99
126
4.3.1.3 Life Insurance – Judgements-about-the-ad and Feelings-from-the-ad:

Paired Samples t test (Both Advertisements)
4.3.3) and it was found that the judgements-about-the-ad for commercial with rational
appeal had a significantly higher (t = 5.56, p<.001) mean value (m=2.65) as compared to
that (m=2.20) of its feelings-from-the-ad. Similarly, for the advertisement with emotional
appeal, a significant difference (t = -5.40, p<.001) between the mean value (m=1.95) of
Table 4.3.3: Life Insurance – Judgements-about-the-ad and Feelings-from-the-ad: Paired

Samples t test
with
Mean S.D. Mean S.D.
Rational appeal 2.65 1.15 2.20 1.02 5.56 .000***
Emotional appeal 1.95 .88 2.29 .99 -5.40 .000***
4.3.1.4 Life Insurance – Attitude-towards-the-Advertising-Appeal: Two-Independent-

Samples t test and Descriptive Statistics
The mean value (m=2.97) of Aaa for commercial with rational appeal was higher than
that (m=2.87) of Aaa for commercial with emotional appeal. A two-independent-
samples t test was conducted (Table 4.3.4) to test the difference. The t value was 1.65
with a probability of 0.100, which was greater than the significance level of 0.05.
Therefore, there was no significant difference between the two mean values.
4.3.1.5 Life Insurance – Personality Traits: Descriptive Statistics

127
Table 4.3.4: Life Insurance – Attitude-towards-the-Advertising-Appeal: Descriptive


t value Sig.
Mean S.D. Mean S.D.
2.97 .84 2.87 .69 1.65 .100
high score; *p<.05; **p<.01; ***p<.001
Table 4.3.5: Life Insurance – Personality Traits: Descriptive Statistics

4.3.1.6 Life Insurance – Consumer Decision-making Styles: Descriptive Statistics

4.3.1.7 Life Insurance – Attitude-towards-the-Brand

conducted for the two variables. It resulted in a t value of 1.10 with probability greater
than .05 for the commercial with rational appeal, and with a t value of -11.14 with
probability less than .001 for commercial with emotional appeal. Hence, there was no
significant difference between the mean value (m=2.42) of pre-exposure attitude-towards-
the-brand and that (m=2.33) of post-exposure attitude-towards-the-brand for the
advertisement with rational appeal. However, there was a significant difference between
the mean value of pre-exposure attitude-towards-the-brand (m=2.02) and that (m=2.89) of
post-exposure attitude-towards-the-brand for the advertisement with emotional appeal.
128
Table 4.3.6: Life Insurance – Consumer Decision-making Styles: Descriptive Statistics

Impulsive 2.49 1.07
Habitual 3.00 1.13
Table 4.3.7: Life Insurance – Pre- and Post-exposure Attitude-towards-the-brand:

TV Pre-exposure attitude- Post-exposure attitude-

Commercial towards-the-brand towards-the-brand t value Sig.
with Mean S.D. Mean S.D.
Rational appeal 2.42 1.12 2.33 .84 1.10 .271
Emotional
2.02 .78 2.89 1.22 -11.14 .000***
appeal
4.3.1.8 Life Insurance – Prior-Purchase-Intention: Descriptive Statistics
The mean value (m=2.55) of the variable was low (Table 4.3.8). Prior-purchase-
intention or purchase intention before the ad exposure related to the product category,
life insurance, was same for both the ad exposures as same respondents were shown
both the commercials.
Table 4.3.8 Life Insurance – Prior-Purchase-Intention: Descriptive Statistics
Items Mean S.D.

n=319
129
4.3.2 Life Insurance – Relationships between Attitude-towards-the

Advertising-Appeal and Antecedents

correlation and multiple regression analysis were conducted.
4.3.2.1 Life Insurance – Respondent Demographics and Attitude-towards-the

Advertising-Appeal
Life Insurance – Gender and Attitude-towards-the-Advertising-Appeal

and Aaa for the commercials with rational and emotional appeals (Table 4.3.9).
In the case of the commercial with rational appeal, the t value was .03 with a probability
of .975, which was higher than the significance level of 0.05. Therefore, there was no
significant difference between the mean value (m=2.97) of Aaa for male and that
(m=2.96) of Aaa for female respondents.
In the case of the commercial with emotional appeal, the t value was -2.09 with a
probability of .037, which was less than the significance level of 0.05. Therefore, there
was a significant difference found between the mean value (m=2.79) of Aaa for male
and that (m=2.95) of Aaa for female respondents.
Table 4.3.9 Life Insurance – Gender-wise Attitude-towards-the-Advertising-Appeal:


Advertisement with t value Sig.
Rational appeal 172 2.97 .85 147 2.96 .82 .03 .975
Emotional appeal 172 2.79 .68 147 2.95 .70 -2.09 .037*
130
Life Insurance – Age and Attitude-towards-the-Advertising-Appeal
The comparison of means of Aaa of the four age-groups of respondents (21-30, 31-40,
41-50, 51-60 years) for the commercial with rational appeal, showed a significant
difference (F = 6.73, p<.001). The mean values decreased with the increase in age. Age
group 21-30 years had the highest mean value (m=3.24) and age group 51-60 years the
lowest (m=2.68).
Table 4.3.10: Life Insurance – Age-wise Attitude-towards-the-Advertising-Appeal:


Age
(yrs.) F F
Value Value
21-30 113 3.24 .64 113 2.87 .75
31-40 104 2.86 .94 104 2.91 .63
41-50 64 2.85 .78 6.73 .000*** 64 2.78 .68 .47 .707
51-60 38 2.68 .96 38 2.86 .74
Total 319 2.97 .84 319 2.87 .69
The comparison of means of Aaa of the four age groups of respondents for commercial
with emotional appeal did not show a significant difference.
Life Insurance – Education and Attitude-towards-the-Advertising-Appeal

appeal showed a significant difference (F = 4.30, p<.05). The mean values decreased
131
with the increase in the education level. Undergraduates had the highest mean value
(m=3.16) and postgraduates & higher had the lowest (m=2.85).
Table 4.3.11: Life Insurance – Education-wise Attitude-towards-the-advertising-appeal:


Education
Undergraduate 108 3.16 .78 108 2.93 .68
Graduate 126 2.89 .92 126 2.84 .70
Post-graduate 4.30 .014* .68 .507
85 2.85 .73 85 2.82 .70
& higher
Total 319 2.97 .84 319 2.87 .69
However, the comparison of means of Aaa of the three education groups of respondents
for commercial with emotional appeal did not show a significant difference.
Life Insurance – Income and Attitude-towards-the-Advertising-Appeal
18.5 lakh) for both the commercials showed a non-significant difference.
Table 4.3.12: Life Insurance – Income-wise Attitude-towards-the-Advertising-Appeal:


Income (Rs.)
3.5-6 L 3.06 .799 .09 85 2.86 .66
6-8.5 L 2.96 .865 .11 63 2.72 .66
8.5-11 L 2.95 .771 .10 56 2.87 .68
11-13.5 L 2.76 .924 .15 .76 .581 40 2.94 .73 .99 .427
13.5-16 L 2.99 .843 .14 38 2.89 .88
16-18.5 L 3.01 .870 .14 37 3.01 .59
Total 2.97 .836 .05 319 2.87 .69
132
4.3.2.2 Life Insurance – Attitude-towards-the-Advertising-Appeal (Rational) and

the hypothesised antecedents (judgements-about-the-ad, feelings-from-the-ad,
personality traits, consumer decision-making styles, pre-exposure attitude-towards-the-
brand, and prior-purchase-intention).

between Aaa and its hypothesised antecedents in case of the Max New York Life
Insurance commercial with rational appeal (Table 4.3.13). A positive correlation was
found between Aaa; and judgements-about-the-ad (r = .30, p<.01), feelings-from-the-
ad (r = .27, p<.01), pre-exposure attitude-towards-the-brand (r = .49, p<.01), and
prior-purchase-intention (r = .42, p<.01). Other significant correlations found were,
for example, between judgements-about-the-ad and feelings-from-the-ad (r = .12,
p<.05).
There was a positive correlation between Aaa and the personality trait, conscientiousness
(r = .52, p<.01). Refer to Table 4.3.14.
Similarly, there was a positive correlation between Aaa and the consumer decision-
making style, brand conscious (r = .34, p<.01). Refer to Table 4.3.15.
These variables were examined for multicollinearity with the help of VIF and Tolerance
values (Table 4.3.16). For the advertisement with rational appeal, all VIF values were
less than 5 and tolerance values were greater than 0.1. Hence no multicollinearity was
found.
133
Table 4.3.13: Life Insurance – Attitude-towards-the-Advertising-Appeal (Rational) and the Hypothesised Antecedents (Judgements-about-the-ad,
Feelings-from-the-ad, Pre-exposure attitude-towards-the-brand, and Prior-purchase-intention): Pearson Correlation Analysis
Feelings-from-the-ad .27** .12* 1.00
Pre-exposure attitude-towards-the-brand .49** .30** 0.10 1.00
Prior-Purchase-Intention .42** 0.08 0.08 .29** 1.00
**p<0.01 (2-tailed)
* p<.05 (2-tailed); n=319
134
Table 4.3.14: Life Insurance – Attitude-towards-the-advertising-appeal (Rational) and the Personality Traits: Pearson Correlation Analysis
(Rational)
Conscientiousness .52** 0.08 1.00
Emotional Stability 0.01 0.09 -.12* 1.00
Extraversion 0.03 -0.02 -0.05 .13* 1.00
Openness to experience 0.05 -0.02 0.05 -0.07 0.07 1.00
*p<0.05 (2-tailed)
**p<0.01 (2-tailed); n=319
135
Table 4.3.15: Life Insurance – Attitude-towards-the-advertising-appeal (Rational) and the Consumer Decision-making Styles: Pearson Correlation Analysis

Brand Price-value
Conscious Conscious
1.00
Habitual 0.00 0.02 1.00
Impulsive 0.01 .18** -0.05 1.00
Novelty-fashion Conscious 0.08 0.08 .18** 0.03 1.00
Confused by overchoice -0.04 -0.07 -.16** -0.01 -0.05 1.00
Price-value Conscious 0.00 0.05 -0.04 0.06 -0.06 -0.02 1.00
Perfectionistic -0.07 -.13* 0.10 -0.08 .17** -0.10 0.01 1.00
-0.06 -.21** -.25** 0.02 -0.06 .19** -0.07 -0.01 1.00
Conscious
**p<0.01 (2-tailed)
*p<0.05 (2-tailed); n=319
136
4.3.2.3 Life Insurance – Attitude-towards-the-Advertising-Appeal (Rational) and

A multiple regression analysis of Aaa (for the Max New York commercial with rational
appeal based on dependability) with the hypothesised antecedents (judgements-about-the-
ad, feelings-from-the-ad, personality traits, consumer decision-making styles, Pre-exposure
Table 4.3.16: Life Insurance – Attitude-towards-the-Advertising-Appeal (Rational) and

Multiple Regression
.74 .54 .51 20.76 .000***
a
Coefficients
Std.
Error
(Constant) .53 .36 1.47 .14
Judgements-about-the-ad .09 .03 .13 2.84 .005** .73 1.36
Feelings-from-the-ad .08 .04 .10 2.30 .022* .87 1.16
Extraversion .04 .04 .05 1.21 .229 .85 1.18
Agreeableness -.04 .05 -.04 -.85 .394 .88 1.14
Emotional stability .06 .03 .09 2.20 .029* .89 1.13
Perfectionistic -.05 .03 -.06 -1.51 .133 .87 1.16
Brand conscious .08 .03 .11 2.23 .026* .66 1.52
Novelty-fashion conscious .00 .04 .00 -.02 .984 .87 1.15
.00 .04 .00 -.01 .990 .80 1.26
conscious
Price-value conscious .05 .04 .00 1.24 .218 .95 1.06
Impulsive -.01 .03 .01 -.26 .799 .85 1.18
Confused by overchoice .02 .03 .02 .49 .625 .86 1.16
Habitual -.02 .03 -.03 -.70 .484 .88 1.14
.16 .04 .22 4.57 .000*** .69 1.46
towards-the-brand
Prior-purchase-intention .19 .03 .27 6.15 .000*** .81 1.24
a
*p<0.05; **p<.01; ***p<.001
137
p<.001) caused by seven positive predictors: judgements-about-the-ad (β = .13,
p<.01), feelings-from-the-ad (β = .10, p<.05), conscientiousness (β = .41, p<.001),
emotional stability (β = .09, p<.05), brand conscious (β = .11, p<.05), Pre-exposure
attitude-towards-the-brand (β = .22, p<.001), and prior-purchase-intention (β = .27,
zero.
4.3.2.4 Life Insurance – Attitude-towards-the-Advertising-Appeal (Emotional)

and its Antecedents: Correlation Analysis

between Aaa and the hypothesised antecedents in the case of the ICICI Prudential Life
Insurance commercial with emotional appeal based on fear (Table 4.3.17). There was a
positive correlation (p<.01) between Aaa; and judgements-about-the-ad (r = .40),
feelings-from-the-ad (r = .48), and pre-exposure attitude-towards-the-brand (r = .26).
Other significant correlations found were, for example, between judgements-about-the-
ad and pre-exposure attitude-towards-the-brand (r = .24, p<.01).
Positive correlations were found between Aaa and the personality traits – emotional
stability (r = .13, p<.05) and extraversion (r = .32, p<.01). Refer to Table 4.3.18.
Significant correlations (r) were also found between Aaa and the consumer decision-
and impulsive (r = .36), and confused by overchoice (r = .24). There was a negative
correlation between Aaa and price-value conscious (r = -.13, p<.05).
(Table 4.3.20).
138
Table 4.3.17: Life Insurance – Attitude-towards-the-Advertising-Appeal (Emotional) and the Hypothesised Antecedents (Judgements-about-the-ad,
Feelings-from-the-ad .48* .27** 1.00
Prior-Purchase-Intention 0.05 -0.10 -0.05 -.13* 1.00
**p<0.01 (2-tailed)
*p<0.05 (2-tailed); n=319
139
Table 4.3.18: Life Insurance – Attitude-towards-the-Advertising-Appeal (Emotional) and Personality Traits: Pearson Correlation Analysis
Attitude-towards-
appeal (Emotional)
Conscientiousness 0.08 0.08 1.00
Emotional Stability .13* 0.09 -.12 1.00
Extraversion .32** -0.02 -0.05 .13 1.00
Openness to experience 0.07 -0.02 0.05 -0.07 0.07 1.00
*p<0.05 (2-tailed)
**p<.01 (2-tailed); n=319
140
Table 4.3.19: Life Insurance – Attitude-towards-the-Advertising-Appeal (Emotional) and Consumer Decision-making Styles: Pearson Correlation Analysis

Brand Price-value
Conscious Conscious
appeal (Emotional) Conscious overchoice Conscious
1.00
Habitual 0.03 0.02 1.00
Impulsive .36** .18** -0.05 1.00
Novelty-fashion Conscious 0.07 0.08 .18** 0.03 1.00
Confused-by-overchoice .24** -0.07 -.16** -0.01 -0.05 1.00
Price-value Conscious -.13* 0.05 -0.04 0.06 -0.06 -0.02 1.00
Perfectionistic -0.01 -.13* 0.10 -0.08 .17** -0.10 0.01 1.00
0.02 -.21** -.25** 0.02 -0.06 .19** -0.07 -0.01 1.00
Conscious
**p<0.01 (2-tailed)
*p<0.05 (2-tailed); n=319
141
4.3.2.5 Life Insurance – Attitude-towards-the-Advertising-Appeal (Emotional)

and its Antecedents: Multiple Regression Analysis
A multiple regression analysis of attitude-towards-the-advertising-appeal (for the ICICI

Prudential commercial with emotional appeal based on fear) with all the hypothesised
antecedents was conducted (Table 4.3.20).
Table 4.3.20: Life Insurance – Attitude-towards-the-Advertising-Appeal (Emotional) and

Multiple Regression
.68 .47 .44 15.47 .000***
a
Coefficients
Std.
Error
(Constant) .58 .32 1.79 .074
Extraversion .12 .03 .16 3.48 .001** .82 1.22
Agreeableness .01 .04 .01 .11 .915 .90 1.12
Conscientiousness .05 .03 .07 1.56 .121 .90 1.11
Emotional stability .01 .03 .01 .24 .808 .83 1.20
Brand conscious -.03 .03 -.06 -1.22 .224 .78 1.28
Novelty-fashion conscious .04 .03 .05 1.14 .257 .86 1.16
-.03 .04 -.04 -.86 .390 .82 1.22
conscious
Price-value conscious -.08 .03 -.11 -2.55 .011* .94 1.06
Impulsive .12 .03 .18 3.82 .000*** .77 1.29
Confused by overchoice .11 .03 .18 3.95 .000*** .89 1.12

Habitual .03 .03 .05 1.04 .297 .87 1.15
.16 .04 .19 3.97 .000*** .84 1.19
towards-the-brand
Prior-purchase-intention .09 .03 .15 3.12 .002** .82 1.21
a
*p<0.05; **p<.01; ***p<.001
142
p<.001), feelings-from-the-ad (β = .31, p<.001), extraversion (β = .16, p<.01),
impulsive (β = .18, p<.001), confused by overchoice (β = .18, p<.001), Pre-exposure
attitude-towards-the-brand (β = .19, p<.001), and prior-purchase-intention (β = .15,
p<.01); and one negative predictor: price-value conscious (β = -.11, p<.05). These β
values (standardised coefficients) were significantly different from zero.
4.3.3 Life Insurance – Relationship between Attitude-towards-the-

Advertising-Appeal and Post-exposure Attitude-towards-the-Brand
exposure or not. Pearson correlation analysis was conducted for both the ad
exposures.
4.3.3.1 Life Insurance – Relationship between Attitude-towards-the-Advertising

Correlation between Aaa for the Max New York commercial with rational appeal and
post-exposure attitude-towards-the-brand, Max New York Life Insurance, was non-
significant (r = .01) as the probability (p) was not less than .05 (Table 4.3.21).
Table 4.3.21: Life Insurance – Attitude-towards-the-Advertising-Appeal (Rational) and

Post-exposure Attitude-towards-the-brand .01 1.00
n=319
143
4.3.3.2 Life Insurance – Relationship between Attitude-towards-the-Advertising

Correlation between Aaa for the ICICI Prudential commercial with emotional appeal
and post-exposure attitude-towards-the-brand, ICICI Prudential Life Insurance, was
significant (r = .15, p<.01). Refer to Table 4.3.22.
Table 4.3.22: Life Insurance – Attitude-towards-the-Advertising-Appeal (Emotional) and

Post-exposure Post-exposure Attitude-towards-the-Brand: Pearson Correlation Analysis
4.3.4 Life Insurance – Acceptance/ Non-acceptance of the Hypotheses based

on the Study

 H1b: There is a relationship between age and Aaa (Accepted for advertisement
with rational appeal)
 H1c: There is a relationship between education and Aaa (Accepted for
 H1d: There is a relationship between income and Aaa (Not accepted for both
advertisements)
144
 H4a: There is a relationship between perfectionistic and Aaa (Not accepted for
 H4g: There is a relationship between confused by overchoice and Aaa (Accepted
advertisements)
145
4.4 PRODUCT CATEGORY: CELLULAR SERVICE
product category, cellular service, and the hypothesised antecedents (judgements-about-
advertising-appeal (Aaa) for the television commercials of cellular service and these
emotional appeal) were shown to the respondents comprising Sample D. The
commercial with mainly rational appeal – based on convenience – was for Airtel
Money. The commercial shows how easy it is to transfer money using Airtel Money
service. The advertisement with mainly emotional appeal – based on achievement – was
for Idea Cellular Mobile Internet service. The message is how one can always have
access to information using Idea‟s mobile internet service (details of the commercials
are presented in Chapter 3).
4.4.1 Cellular Service – Descriptive Statistics

4.4.1.1 Cellular Service – Judgements-about-the-ad: Descriptive Statistics
The descriptive statistics related to the judgements-about-the-ad for cellular service,

commercial with rational appeal based on convenience, the mean value of ethos was
2.69 and that of logos was 3.16. The overall mean value of judgements-about-the-ad for
the commercial with rational appeal was 2.92. On the other hand, for the commercial
with emotional appeal based on achievement, such a value of ethos was 2.22 and that of
146
logos was 2.19. The overall mean value of judgements-about-the-ad for commercial
Table 4.4.1: Cellular Service – Judgements-about-the-ad: Descriptive Statistics
Advertisement with Rational Advertisement with Emotional

the-ad
Mean S.D. Mean S.D.
Ethos 2.69 0.75 2.22 1.32
Logos 3.16 0.68 2.19 0.99
Overall 2.92 1.05 2.21 1.16
4.4.1.2 Cellular Service – Feelings-from-the-ad: Descriptive Statistics
advertisement with rational appeal, the mean value of upbeat feelings was 2.23, that of
not-negative feelings was 2.37 and that of warm feelings was 3.09. The mean value of
overall feelings-from-the-ad for the advertisement with rational appeal was 2.56. On the
other hand, for the advertisement with emotional appeal, the mean value of upbeat
feelings was 3.12, that of not-negative feelings was 3.11 and that of warm feelings was
3.28. The mean value of the overall feelings-from-the-ad for the advertisement with
Table 4.4.2: Cellular Service – Feelings-from-the-ad: Descriptive Statistics
Advertisement with Rational Advertisement with Emotional

Feelings-from-the- Appeal Appeal
ad
Mean S.D. Mean S.D.
Upbeat 2.23 0.92 3.12 1.09
Not-negative 2.37 0.85 3.11 0.99
Warm 3.09 0.85 3.28 0.76
Overall 2.56 1.15 3.17 0.90
147
4.4.1.3 Cellular Service – Judgements-about-the-ad and Feelings-from-the-ad:

Paired Samples t test (Both Advertisements)
4.4.3) and it was found that the judgements-about-the-ad for commercial with rational
appeal had a significantly higher (t = 4.00, p<.001) mean value (m=2.92) as compared to
that (m=2.56) of its feelings-from-the-ad. Similarly, for the advertisement with emotional
appeal, a significant difference (t = -11.40, p<.001) between the mean value (m=2.21) of
Table 4.4.3: Cellular Service – Judgements-about-the-ad and Feelings-from-the-ad:

Paired Samples t test
with
Mean S.D. Mean S.D.
Rational appeal 2.92 1.05 2.56 1.15 4.00 .000***
4.4.1.4 Cellular Service – Attitude-towards-the-Advertising-Appeal: Two-Independent-

Samples t test and Descriptive Statistics
The mean value (m=3.75) of Aaa for commercial with rational appeal was less than that
(m=3.96) of Aaa for commercial with emotional appeal. A two-independent-samples t
test was conducted (Table 4.4.4) to test the difference. The t value was -2.16 with a
was a significant difference between the two mean values.
4.4.1.5 Cellular Service – Personality Traits: Descriptive Statistics

148
Table 4.4.4: Cellular Service – Attitude-towards-the-Advertising-Appeal: Descriptive


t value Sig.
Mean S.D. Mean S.D.
3.75 1.41 3.96 1.01 -2.16 .032*
high score; *p<.05; **p<.01; ***p<.001
Table 4.4.5: Cellular Service – Personality Traits: Descriptive Statistics

4.4.1.6 Cellular Service – Consumer Decision-making Styles: Descriptive Statistics

4.4.1.7 Cellular Service – Attitude-towards-the-Brand

conducted for the two variables. It resulted in a t value of -.50 with probability greater
than .05 for the advertisement with rational appeal, and with a t value of -3.89 with
probability less than .001 for advertisement with emotional appeal. Hence, for the
advertisement with rational appeal, there was no significant difference between the mean
value (m=3.28) of pre-exposure attitude-towards-the-brand and that (m=3.33) of post-
exposure attitude-towards-the-brand. However, there was a significant difference between
the mean value of pre-exposure attitude-towards-the-brand (m=3.15) and that (m=3.44) of
post-exposure attitude-towards-the-brand for the advertisement with emotional appeal.
149
Table 4.4.6: Cellular Service – Consumer Decision-making Styles: Descriptive Statistics

Impulsive 3.09 1.03
Habitual 2.62 1.01
Table 4.4.7: Cellular Service – Pre- and Post-exposure Attitude-towards-the-brand:


TV Commercial towards-the-brand towards-the-brand t
Sig.
with value
Mean S.D. Mean S.D.
Rational appeal 3.28 1.04 3.33 1.31 -.50 .619
4.4.1.8 Cellular Service – Prior-Purchase-Intention: Descriptive statistics
The mean value of the variable was 3.00 (Table 4.4.8). Prior-purchase-intention or
purchase intention before the ad exposure related to the product category, cellular
service, was the same for both the ad exposures as same respondents were shown both
the advertisements.
Table 4.4.8 Cellular Service – Prior-Purchase-Intention: Descriptive Statistics
Items Mean S.D.

n=302
150
4.4.2 Cellular Service – Relationships between Attitude-towards-the

Advertising-Appeal and Antecedents

4.4.2.1 Cellular Service – Respondent Demographics and Attitude-towards-the

Advertising-Appeal
Cellular Service – Gender and Attitude-towards-the-Advertising-Appeal

and Aaa for the commercials with rational and emotional appeals (Table 4.4.9). In the
case of commercial with rational appeal, the t value was -.53 with a probability higher
than the significance level of 0.05. Therefore, there was no significant difference
between the mean value (m=3.71) of Aaa for male and that (m=3.79) of Aaa for female
respondents.
In the case of commercial with emotional appeal, the t value was -2.71 with a
was a significant difference found between the mean value (m=3.82) of Aaa for male
and that (m=4.13) of Aaa for female respondents.
Table 4.4.9: Cellular Service – Gender-wise Attitude-towards-the-Advertising-Appeal:


TV Commercial
t value Sig.
with N Mean S.D. N Mean S.D.
Rational appeal 163 3.71 1.43 139 3.79 1.39 -.53 .598
Emotional appeal 163 3.82 .98 139 4.13 1.03 -2.71 .007**
151
Cellular Service – Age and Attitude-towards-the-Advertising-Appeal
advertisements (Table 4.4.10). The comparison of means of Aaa of the four age-groups
of respondents (21-30, 31-40, 41-50, 51-60 years) for the commercial with rational
appeal, showed a significant difference (F = 21.94, p<.001). The mean values decreased
with the increase in age. Age group 21-30 years had the highest mean value (m=4.33)
and age group 51-60 years the lowest (m=2.85).
Table 4.4.10: Cellular Service – Age-wise Attitude-towards-the-Advertising-Appeal:


Age
(yrs.) F F
Value Value
21-30 123 4.33 1.01 123 4.25 .90
31-40 81 3.85 1.11 81 4.17 .80
41-50 58 2.98 1.67 21.94 .000*** 58 3.66 .97 19.54 .000***
51-60 40 2.85 1.66 40 3.08 1.19
Total 302 3.75 1.41 302 3.96 1.01
The comparison of means of Aaa of the four age groups of respondents for commercial
with emotional appeal also showed a significant difference (F = 19.54, p<.001). The
mean values decreased with the increase in age. Age group 21-30 years had the highest
mean value (m=4.25) and age group 51-60 years the lowest (m=3.08).
Cellular Service – Education and Attitude-towards-the-Advertising-Appeal
On comparing the means of the attitude-towards-the-advertising-appeal of the three

education groups of respondents (undergraduate, graduate, and post-graduate & higher) for
the commercial with rational appeal a significant difference was found (F = 6.41, p<.01).
The mean values decreased with the increase in the education level. Undergraduates had the
highest mean value (m=4.02) and postgraduates & higher had the lowest (m=3.75).
152
Table 4.4.11: Cellular Service – Education-wise Attitude-towards-the-Advertising-Appeal:


Education
Undergraduate 97 4.02 1.23 97 4.05 1.00
Graduate 115 3.84 1.28 115 3.76 1.09
Post-graduate 6.41 .002** 3.94 .021*
90 3.32 1.66 90 4.12 .89
& higher
Total 302 3.75 1.41 302 3.96 1.01
for commercial with emotional appeal also showed a significant difference (F = 3.94,
p<.05). However, there was no clear pattern of increase or decrease in the mean values
with respect to education. The highest mean value was for postgraduate & higher
(m=4.12) and the lowest was for graduates (m=3.76).
Cellular Service – Income and Attitude-towards-the-Advertising-Appeal
One-way ANOVA was conducted to test the relationship between income and attitude-
towards-the-advertising-appeal by comparing the means of Aaa across different income
groups for both the commercials (Table 4.4.12). The comparison of means of Aaa of the
six income groups of respondents (Rs.: 3.5-6 lakh, 6-8.5 lakh, 8.5-11 lakh, 11-13.5 lakh,
13.5-16 lakh, 16-18.5 lakh) for both the commercials showed a non-significant difference.
Table 4.4.12: Cellular Service – Income-wise Attitude-towards-the-Advertising-Appeal:


Income (Rs.)
3.5-6 L 76 3.87 1.49 76 3.76 1.20
6-8.5 L 61 3.82 1.27 61 3.97 .95
8.5-11 L 48 3.71 1.40 48 4.08 1.01
11-13.5 L 44 3.59 1.66 .30 .913 44 4.07 .10 .92 .467
13.5-16 L 37 3.68 1.36 37 4.08 .86
16-18.5 L 36 3.67 1.24 36 3.94 .86
Total 302 3.75 1.41 302 3.96 1.01
153
4.4.2.2 Cellular Service – Attitude-towards-the-Advertising-Appeal (Rational) and


between Aaa and its hypothesised antecedents in case of the Airtel Money commercial
with rational appeal (Table 4.4.13). A positive correlation was found between Aaa; and
judgements-about-the-ad (r = .37, p<.01), pre-exposure attitude-towards-the-brand (r =
.46, p<.01), and prior-purchase-intention (r = .25, p<.01). Other significant correlations
found were, for example, between judgements-about-the-ad and pre-exposure attitude-
towards-the-brand (r = .24, p<.01).
There was a positive correlation between Aaa and the personality traits -
conscientiousness (r = .33, p<.01) and emotional stability (r = .31, p<.01). Refer to
Table 4.4.14.
Similarly, there was a positive correlation between Aaa and the consumer decision-
making styles – brand conscious (r = .36, p<.01) and habitual (r = .21, p<.01). Refer to
Table 4.4.15.
values (Table 4.4.16). For the advertisement with rational appeal, all VIF values were
less than 5 and tolerance values were greater than 0.1. Hence no multicollinearity was
found.
154
Table 4.4.13 Cellular Service – Attitude-towards-the-Advertising-Appeal (Rational) and the Hypothesised Antecedents (Judgements-about-the-ad,
Feelings-from-the-ad 0.10 -0.02 1.00
Prior-Purchase-Intention .25** .14* .16** .45** 1.00
**p<0.01 (2-tailed)
*p<0.05 (2-tailed); n=302
155
Table 4.4.14: Cellular Service – Attitude-towards-the-advertising-appeal (Rational) and the Personality Traits: Pearson Correlation Analysis
Attitude-towards- Openness
Emotional
Variables the-advertising- Agreeableness Conscientiousness Extraversion to
Stability
appeal (Rational) experience
Agreeableness -0.01 1.00
Conscientiousness .33** -0.02 1.00
Emotional Stability .31** 0.04 .16** 1.00
Extraversion 0.06 0.08 .12* 0.11 1.00
Openness to experience 0.11 0.00 0.03 .12* -.12* 1.00
*p<0.05 (2-tailed)
**p<0.01 (2-tailed); n=302
156
Table 4.4.15: Cellular Service – Attitude-towards-the-Advertising-Appeal (Rational) and the Consumer Decision-making Styles: Pearson Correlation Analysis

Brand Price-value
Conscious Conscious
1.00
Habitual .21** -0.10 1.00
Impulsive -0.07 -.11* 0.00 1.00
Novelty-fashion Conscious 0.07 -0.05 -.13* 0.02 1.00
Confused by overchoice 0.01 -.14* 0.01 0.06 0.01 1.00
Price-value Conscious 0.08 .14* 0.00 -0.10 0.03 0.05 1.00
Perfectionistic 0.05 -0.04 0.11 -.17** 0.04 -.15** 0.03 1.00
-0.06 0.06 -.12* .14* 0.11 .15** -0.08 -0.10 1.00
Conscious
**p<0.01 (2-tailed)
*p< 0.05 (2-tailed); n=302
157
4.4.2.3 Cellular Service – Attitude-towards-the-Advertising-Appeal (Rational) and

A multiple regression analysis of Aaa (for the Airtel commercial with rational appeal
based on convenience) with the hypothesised antecedents (judgements-about-the-ad,
feelings-from-the-ad, personality traits, consumer decision-making styles, pre-exposure
Table 4.4.16: Cellular Service – Attitude-towards-the-Advertising-Appeal (Rational) and

Multiple Regression
.65 .43 .39 12.41 .000***
a
Coefficients
Std.
Error
(Constant) -1.13 .73 -1.56 .119
Extraversion .02 .07 .02 .33 .743 .77 1.31
Agreeableness -.04 .07 -.02 -.51 .610 .90 1.11
Emotional stability .15 .06 .13 2.61 .010* .81 1.23
Perfectionistic -.01 .08 -.01 -.10 .922 .87 1.15
Brand conscious .22 .06 .19 3.48 .001** .69 1.45
Novelty-fashion conscious .12 .06 .09 1.94 .054 .94 1.07
-.03 .05 -.03 -.67 .501 .85 1.18
conscious
Price-value conscious -.04 .07 -.03 -.59 .554 .82 1.22
Impulsive -.14 .07 -.10 -2.01 .045* .79 1.27
Confused by overchoice .13 .07 .09 1.97 .050 .88 1.14
Habitual .27 .07 .20 4.10 .000*** .89 1.12
.36 .08 .27 4.49 .000*** .57 1.75
towards-the-brand
Prior-purchase-intention -.04 .07 -.03 -.54 .589 .73 1.36
a
*p<0.05; **p<.01; ***p<.001
158
p<.001), feelings-from-the-ad (β = .12, p<.05), conscientiousness (β = .20, p<.001),
emotional stability (β = .13, p<.05), brand conscious (β = .19, p<.01), habitual (β = .20,
p<.001), and Pre-exposure attitude-towards-the-brand (β = .27, p<.001); and one
negative predictor impulsive (β = -.10, p<.05). These β values (standardised
4.4.2.4 Cellular Service – Attitude-towards-the-Advertising-Appeal (Emotional)

and its Antecedents: Correlation Analysis

between Aaa and the hypothesised antecedents in case of the Idea Cellular commercial
with emotional appeal based on achievement (Table 4.4.17).
A positive correlation was found (p<.01) between Aaa; and judgements-about-the-ad

(r = .21), feelings-from-the-ad (r = .28), and pre-exposure attitude-towards-the-brand
(r = .46). Other significant correlations found were, for example, between feelings-
from-the-ad and pre-exposure attitude-towards-the-brand (r = .19, p<.01).
Positive correlations were found between Aaa and the personality traits –
conscientiousness (r = .16, p<.01), emotional stability (r = .23, p<.01) and extraversion
(r = .46, p<.01). Refer to Table 4.4.18.
Significant correlations (r) were also found between Aaa and the consumer decision-
and impulsive (r = .57) and recreational-shopping conscious (r = .28). There were
negative correlations between Aaa; and price-value conscious (r = -.20, p<.01) and
perfectionist (r = -.22, p<.01).
(Table 4.4.20).
159
Table 4.4.17: Cellular Service – Attitude-towards-the-Advertising-Appeal (Emotional) and the Hypothesised Antecedents (Judgements-about-the-ad,
Feelings-from-the-ad .28** -0.01 1.00
Pre-exposure attitude-towards-the-brand .46** 0.04 .19** 1.00
Prior-Purchase-Intention 0.09 -0.04 0.08 -0.02 1.00
**p<0.01 (2-tailed); n=302
160
Table 4.4.18: Cellular Service – Attitude-towards-the-advertising-appeal (Emotional) and Personality Traits: Pearson Correlation Analysis
Attitude-towards-the- Openness
Emotional
Variables advertising-appeal Agreeableness Conscientiousness Extraversion to
Stability
(Emotional) experience
Conscientiousness .16** -0.02 1.00
Emotional Stability .23** 0.04 .16** 1.00
Extraversion .46** 0.08 .12* 0.11 1.00
Openness to experience -0.07 0.00 0.03 .12* -.12* 1.00
*p<0.05 (2-tailed)
**p<0.01 (2-tailed); n=302
161
Table 4.4.19: Cellular Service – Attitude-towards-the-Advertising-Appeal (Emotional) and Consumer Decision-making Styles: Pearson Correlation Analysis
Attitude-towards-
Novelty- Confused Recreational-
the-advertising- Brand Price-value
Variables Habitual Impulsive fashion by Perfectionistic shopping
appeal Conscious Conscious
(Emotional)
1.00
Habitual -0.11 -0.10 1.00
Impulsive .57** -.11* 0.00 1.00
Novelty-fashion Conscious -0.03 -0.05 -.13* 0.02 1.00
Confused-by-overchoice -0.09 -.14* 0.01 0.06 0.01 1.00
Price-value Conscious -.20** .14* 0.00 -0.10 0.03 0.05 1.00
Perfectionistic -.22** -0.04 0.11 -.17** 0.04 -.15** 0.03 1.00
.28* 0.06 -.12* .14* 0.11 .15** -0.08 -0.10 1.00
Conscious
**p<0.01 (2-tailed)
*p<0.05 (2-tailed); n=302
162
4.4.2.5 Cellular Service – Attitude-towards-the-Advertising-Appeal (Emotional)

and its Antecedents: Multiple Regression Analysis
A multiple regression analysis of Aaa (for the Idea commercial with emotional appeal
based on achievement) with all the hypothesised antecedents was conducted
(Table 4.4.20).
Table 4.4.20: Cellular Service – Attitude-towards-the-Advertising-Appeal (Emotional)

Multiple Regression
.77 .60 .57 24.79 .000***
a
Coefficients
Std.
Error
(Constant) 1.30 .46 2.85 .005
Judgements-about-the-ad .08 .04 .10 2.36 .019* .88 1.14
Feelings-from-the-ad .13 .05 .11 2.80 .006** .90 1.10
Extraversion .18 .04 .19 4.37 .000*** .75 1.34
Agreeableness .02 .04 .02 .54 .588 .94 1.06
Conscientiousness .02 .04 .02 .38 .705 .87 1.15
Emotional stability .11 .04 .13 2.96 .003** .80 1.25
Openness to experience -.02 .04 -.02 -.43 .664 .92 1.09
Perfectionistic -.06 .05 -.05 -1.27 .205 .86 1.16
Brand conscious .05 .04 .06 1.28 .202 .78 1.29
Novelty-fashion conscious -.06 .04 -.06 -1.56 .119 .93 1.07
.10 .03 .14 3.44 .001** .85 1.17
conscious
Price-value conscious -.11 .04 -.11 -2.76 .006** .90 1.11
Impulsive .38 .04 .38 8.93 .000*** .77 1.30
Confused by overchoice -.06 .04 -.06 -1.54 .126 .84 1.20

Habitual -.12 .04 -.12 -3.07 .002** .90 1.12
.23 .04 .23 5.40 .000*** .80 1.25
towards-the-brand
Prior-purchase-intention .03 .04 .03 .79 .432 .89 1.13
a
*p<0.05; **p<.01; ***p<.001
163
p<.001) caused by seven positive predictors: judgements-about-the-ad (β = .10, p<.05),
feelings-from-the-ad (β = .11, p<.01), extraversion (β = .19, p<.001), emotional stability
(β = .13, p<.01), recreational-shopping conscious (β = .14, p<.01), impulsive (β = .38,
p<.001), and Pre-exposure attitude-towards-the-brand (β = .23, p<.001); and two
negative predictors: price-value conscious (β = -.11, p<.01) and habitual (β = -.12,
zero.
4.4.3 Cellular Service – Relationship between Attitude-towards-the Advertising-

Appeal and Post-exposure Attitude-towards-the-brand
exposure or not. Pearson correlation analysis was conducted for both the ad exposures.
4.4.3.1 Cellular Service – Relationship between Attitude-towards-the-Advertising

Correlation between Aaa for the Airtel Money commercial with rational appeal and
post-exposure attitude-towards-the-brand, Airtel Money, was non-significant (r = -.11)
as the probability (p) was not less than .05 (Table 4.4.21).
Table 4.4.21: Cellular Service – Attitude-towards-the-Advertising-Appeal (Rational) and

Post-exposure Attitude-towards-the-brand -.11 1.00
n=302
164
4.4.3.2 Cellular Service – Relationship between Attitude-towards-the-Advertising

Correlation between Aaa for the Idea Celluar commercial with emotional appeal and
post-exposure attitude-towards-the-brand, Idea, was significant (r = .25, p<.01). Refer
to Table 4.4.22.
Table 4.4.22: Cellular Service – Attitude-towards-the-Advertising-Appeal (Emotional)

and Post-exposure Attitude-towards-the-Brand: Pearson Correlation Analysis
4.4.4 Cellular Service – Acceptance/ Non-acceptance of the Hypotheses

based on the Study

 H1b: There is a relationship between age and Aaa (Accepted for both
advertisements)
advertisements)
advertisements)
165
(Accepted for advertisement with emotional appeal)
 H4f: There is a relationship between impulsive and Aaa (Accepted for both
advertisements)
 H4h: There is a relationship between habitual and Aaa (Accepted for both
advertisements)
 H6: There is a relationship between prior-purchase-intention and Aaa (Not
166
4.5 SOCIAL DIMENSIONAL APPEAL
attitudes towards social dimensional appeals used in the television commercials and the
hypothesised antecedents (judgements-about-the-ad, feelings-from-the-ad, personality
prior-purchase-intention) of these attitudes. Subsequently, the findings regarding the
relationships between the attitude-towards-the-advertising-appeal (Aaa) for these
commercials based on social dimensional appeals and these antecedents (including
demographic variables); and between such Aaa and post-exposure attitude-towards-the-
brand, are presented.
One Airtel and one Idea Cellular television commercial, based on social dimensional
appeals, were shown to the respondents comprising Sample E. The Airtel commercial
shows two kids playing football across a fenced border (seemingly a war-affected area)
with a background message that no barrier can keep us apart if we talk to each other.
The Idea advertisement is against casteism in the rural India. The message is that
everyone is equal and one‟s identity is one‟s Idea mobile number and not any caste
(details of the commercials are presented in Chapter 3).
4.5.1 Social Dimensional Appeal – Descriptive Statistics

4.5.1.1 Social Dimensional Appeal – Judgements-about-the-ad: Descriptive Statistics
The descriptive statistics related to the judgements-about-the-ad for commercials with

social dimensional appeal, including its two sub-scales, ethos and logos, are provided in
Table 4.5.1. For the Airtel commercial, the mean value of ethos was 3.93 and that of
logos was 2.64. The overall mean value of judgements-about-the-ad for the Airtel
commercial with social dimensional appeal was 3.29. On the other hand, for the Idea
commercial, such a value of ethos was 3.81 and that of logos was 2.72. The overall
167
mean value of judgements-about-the-ad for the Idea commercial with social

dimensional appeal was 3.27.
Table 4.5.1: Social Dimensional Appeal – Judgements-about-the-ad: Descriptive Statistics
Airtel TV Commercial Idea TV Commercial

Judgements-about-the-ad
Mean S.D. Mean S.D.
Ethos 3.93 0.89 3.81 0.86
Logos 2.64 0.79 2.72 1.21
Overall 3.29 0.80 3.27 0.83
4.5.1.2 Social Dimensional Appeal – Feelings-from-the-ad: Descriptive Statistics
scales – upbeat, not-negative, and warm – are provided in Table 4.5.2. For the Airtel
commercial, the mean value of upbeat feelings was 3.33, that of not-negative feelings
was 3.23 and that of warm feelings was 3.27. The mean value of overall feelings-from-
the-ad for the Airtel commercial with social dimensional appeal was 3.28. On the other
hand, for the Idea commercial, the mean value of upbeat feelings was 2.92, that of not-
negative feelings was 2.79 and that of warm feelings was 2.91. The mean value of the
overall feelings-from-the-ad for the Idea commercial with social dimensional appeal
was 2.88.
Table 4.5.2: Social Dimensional Appeal – Feelings-from-the-ad: Descriptive Statistics
Airtel TV Commercial Idea TV Commercial

Feelings-from-the-ad
Mean S.D. Mean S.D.
Upbeat 3.33 1.43 2.92 0.98
Not-negative 3.23 1.09 2.79 0.95
Warm 3.27 0.90 2.91 1.06
Overall 3.28 .78 2.88 0.91
168
4.5.1.3 Social Dimensional Appeal – Judgements-about-the-ad and Feelings-from-

the-ad: Paired Samples t test (Both Commercials)
A paired samples t test was conducted to test the difference in the mean value of the
judgements-about-the-ad and that of feelings-from-the-ad for each commercial with
social dimensional appeal (Table 4.5.3) and it was found that the judgements-about-the-
ad for the Idea commercial had a significantly higher (t = 6.03, p<.001) mean value
(m=3.27) as compared to that (m=2.88) of its feelings-from-the-ad. In the case of the
Airtel commercial, no such difference was found between the mean value of the
judgments-about-the-ad and that of the feelings-from-the-ad.
Table 4.5.3: Social Dimensional Appeal – Judgements-about-the-ad and Feelings-from-

the-ad: Paired Samples t test
TV Commercial the-ad the-ad T value Sig.
Mean S.D. Mean S.D.
Airtel 3.29 .80 3.28 .79 .07 .947
Idea 3.27 .83 2.88 .91 6.03 .000***
4.5.1.4 Social Dimensional Appeal – Attitude-towards-the-Advertising-Appeal:

Two-Independent-Samples t test and Descriptive Statistics
The mean value (m=4.28) of Aaa for the Airtel commercial was less than that (m=4.40)
of Aaa for the Idea commercial. A two-independent-samples t test was conducted
(Table 4.5.4) to test the difference. The t value was -1.97 with a probability of .050,
which was more than the significance level of 0.05. Therefore, no significant difference
was found between the two mean values.
4.5.1.5 Social Dimensional Appeal – Personality Traits: Descriptive Statistics

169
Table 4.5.4: Social Dimensional Appeal – Attitude-towards-the-Advertising-Appeal:

Aaa (Airtel TV Commercial) Aaa (Idea TV Commercial)

t value Sig.
Mean S.D. Mean S.D.
4.28 .79 4.40 .66 -1.97 .050
Table 4.5.5: Social Dimensional Appeal – Personality Traits: Descriptive Statistics

4.5.1.6 Social Dimensional Appeal – Consumer Decision-making Styles: Descriptive

Statistics

4.5.1.7 Social Dimensional Appeal – Attitude-towards-the-Brand

conducted for the two variables. It resulted in a t value of -.13.08 with probability less
than .001 for the Airtel advertisement, and with a t value of -2.81 with probability less
than .01 for the Idea advertisement. Hence, for the Airtel advertisement there was a
significant difference between the mean value (m=2.96) of pre-exposure attitude-
towards-the-brand and that (m=4.13) of attitude-towards-the-brand. Similarly, there was
a significant difference between the mean value of pre-exposure attitude-towards-the-
brand (m=3.48) and that (m=3.72) of post-exposure attitude-towards-the-brand for the
Idea advertisement.
170
Table 4.5.6: Social Dimensional Appeal – Consumer Decision-making Styles: Descriptive

Statistics

Impulsive 2.12 1.28
Habitual 3.23 1.13
Table 4.5.7 Social Dimensional Appeal – Pre- and Post-exposure Attitude-towards-the-

Brand: Descriptive Statistics and Paired Samples t test
TV Commercial with Pre-exposure attitude- Post-exposure attitude-

towards-the-brand towards-the-brand t
Social dimensional Sig.
value
appeal Mean S.D. Mean S.D.
Airtel 2.96 1.40 4.13 .66 -13.08 .000***
Idea 3.48 1.20 3.72 .81 -2.81 .005**
4.5.1.8 Social Dimensional Appeal – Prior-Purchase-Intention: Descriptive Statistics
The mean value of the variable was 3.09 (Table 4.5.8). Prior-purchase-intention or
purchase intention before the ad exposure related to the product category, cellular
service, was the same for both the ad exposures as the same respondents were shown
both the advertisements.
Table 4.5.8: Social Dimensional Appeal – Prior-Purchase-Intention: Descriptive Statistics
Items Mean S.D.

n=297
171
4.5.2 Social Dimensional Appeal – Relationships between Attitude-towards-

the-Advertising-Appeal and Antecedents

4.5.2.1 Social Dimensional Appeal – Respondent Demographics and Attitude-

towards-the-Advertising-Appeal
Social Dimensional Appeal – Gender and Attitude-towards-the-Advertising-Appeal

and Aaa for each advertisement with social dimensional appeal (Table 4.5.9).
In case of the Airtel advertisement, the t value was 5.28 with a probability less than the
significance level of 0.001. Therefore, there was a significant difference between the
mean value (m=4.49) of Aaa for male and that (m=3.99) of Aaa for female respondents.
In case of the Idea advertisement, the t value was 2.18 with a probability of .03, which
was less than the significance level of 0.05. Therefore, there was a significant difference
found between the mean value (m=4.47) of Aaa for male and that (m=4.30) of Aaa for
female respondents.
Table 4.5.9: Social Dimensional Appeal – Gender-wise Attitude-towards-the-Advertising-

Appeal: Descriptive Statistics and Two-Independent-Samples t test
TV Commercial Aaa (Male) Aaa (Female)

with Social t value Sig.
Dimensional Appeal N Mean S.D. N Mean S.D.
Airtel 174 4.49 .64 123 3.99 .89 5.28 .000***
Idea 174 4.47 .64 123 4.30 .68 2.18 .03*
172
Social Dimensional Appeal – Age and Attitude-towards-the-Advertising-Appeal
The comparison of means of Aaa of the four age-groups of respondents (21-30, 31-40,
41-50, 51-60 years) for the Airtel commercial showed a significant difference (F = 8.82,
p<.001). The mean values increased with the increase in age. Age group 21-30 years
had the lowest mean value (m=4.00) and age group 51-60 years the highest (m=4.63).
The comparison of means of Aaa of the four age groups of respondents for the Idea
commercial also showed a significant difference (F = 3.08, p<.05). The mean values
increased with the increase in age. Age group 21-30 years had the lowest mean value
(m=4.26) and age group 51-60 years the highest (m=4.59).
Social Dimensional Appeal – Education and Attitude-towards-the-Advertising-Appeal
by comparing the means of Aaa across different education levels for the commercials
with social dimensional appeal (Table 4.5.11).
Table 4.5.10: Social Dimension – Age-wise Attitude-towards-the-Advertising-Appeal:

Aaa (Airtel Ad) Aaa (Idea Ad)

Age
(yrs.) F F
Value Value
21-30 91 4.00 .83 91 4.26 .61
31-40 84 4.25 .92 84 4.39 .76
41-50 63 4.41 .61 8.82 .000*** 63 4.43 .67 3.08 .028*
51-60 59 4.63 .52 59 4.59 .53
Total 297 4.28 .79 297 4.40 .66

(undergraduate, graduate, and post-graduate & higher) for the Airtel commercial showed
a significant difference (F = 11.99, p<.001). The mean values increased with the increase
in the education level. Undergraduates had the lowest mean value (m=4.05) and
postgraduates & higher had the highest (m=4.60).
173
Table 4.5.11: Social Dimension – Education-wise Attitude-towards-the-advertising-appeal:


Education
Undergraduate 95 4.05 .94 95 4.22 .66
Graduate 113 4.23 .73 113 4.48 .61
Post-graduate 11.99 .000*** 5.32 .005**
89 4.60 .58 89 4.49 .69
& higher
Total 297 4.28 .79 297 4.40 .66
for the Idea commercial also showed a significant difference (F = 5.32, p<.01). The mean
values increased with the increase in the education level. The highest mean value was for
postgraduate & higher (m=4.49) and the lowest was for undergraduates (m=4.22).
Social Dimensional Appeal – Income and Attitude-towards-the-Advertising-Appeal
18.5 lakh) for both the commercials showed a non-significant difference.
Table 4.5.12: Social Dimensional Appeal – Income-wise Attitude-towards-the-Advertising-

Appeal: Descriptive Statistics and One-way Analysis of Variance

Income (Rs.)
3.5-6 L 78 4.23 .85 78 4.44 .64

6-8.5 L 57 4.25 .91 57 4.33 .61
8.5-11 L 51 4.31 .71 51 4.37 .66
11-13.5 L 43 4.19 .76 .73 .605 43 4.42 .80 .34 .890
13.5-16 L 38 4.34 .67 38 4.37 .59
16-18.5 L 30 4.50 .73 30 4.50 .73
Total 297 4.28 .80 297 4.40 .66
174
4.5.2.2 Social Dimensional Appeal – Attitude-towards-the-Advertising-Appeal (Airtel

Commercial) and its Antecedents: Correlation Analysis

between Aaa and its hypothesised antecedents in case of the Airtel commercial. There
was a positive correlation between Aaa; and judgements-about-the-ad (r = .46, p<.01)
and feelings-from-the-brand (r = .39, p<.01) Refer to Table 4.5.13. Other significant
correlation found was between judgements-about-the-ad and feelings-from-the-ad (r =
.40, p<.01).
There was a positive correlation between Aaa and the personality traits - agreeableness
(r = .18, p<.01) and openness to experience (r = .24, p<.01). Refer to Table 4.5.14.
Similarly, there were correlation found between Aaa and the consumer decision-making
styles - brand conscious (r = .28, p<.01) and novelty-fashion conscious (r = -.13, p<.05).
Refer to Table 4.5.15.
values (Table 4.5.16). For the Airtel advertisement, all VIF values were less than 5 and
tolerance values were greater than 0.1. Hence no multicollinearity was found.
175
Table 4.5.13: Social Dimensional Appeal – Attitude-towards-the-Advertising-Appeal (Airtel Commercial) and the Hypothesised Antecedents
(Judgements-about-the-ad, Feelings-from-the-ad, Pre-exposure Attitude-towards-the-Brand, and Prior-Purchase-Intention): Pearson Correlation
Analysis
(Airtel Commercial ) the-brand
Attitude-towards-the-advertising-appeal (Airtel Commercial) 1.00
Pre-exposure attitude-towards-the-brand -0.08 0.04 -0.02 1.00
Prior-Purchase-Intention -0.09 -0.08 0.07 0.03 1.00
**p<0.01 (2-tailed); n=297
176
Table 4.5.14: Social Dimensional Appeal – Attitude-towards-the-advertising-appeal (Airtel Commercial) and the Personality Traits: Pearson
(Airtel Commercial)
Attitude-towards-the-advertising-appeal
1.00
(Airtel Commercial)
Agreeableness .18** 1.00
Conscientiousness -0.02 0.04 1.00
Emotional Stability -0.02 0.09 -0.11 1.00
Extraversion 0.07 0.10 0.03 0.02 1.00
Openness to experience .24** -0.04 -0.09 0.01 -0.02 1.00
**p< 0.01 (2-tailed); n=297
177
Table 4.5.15: Social Dimensional Appeal – Attitude-towards-the-Advertising-Appeal (Airtel Commercial) and the Consumer Decision-making Styles:

Brand Price-value
Conscious Conscious
appeal (Airtel) Conscious overchoice Conscious
1.00
advertising-appeal (Airtel)
Habitual 0.02 -0.08 1.00
Impulsive 0.02 -0.10 0.09 1.00
Novelty-fashion Conscious -.13* -0.04 0.05 -.13* 1.00
Confused by overchoice -0.01 -0.03 0.04 .21** -.22** 1.00
Price-value Conscious -0.03 0.07 -0.02 -0.03 0.07 -0.03 1.00
Perfectionistic -0.01 0.09 0.06 -0.01 -0.02 .13* 0.00 1.00
0.06 0.06 0.06 -.22** 0.09 -0.10 0.05 0.04 1.00
Conscious
**p<0.01 (2-tailed)
*p<0.05 (2-tailed); n=297
178
4.5.2.3 Social Dimensional Appeal – Attitude-towards-the-Advertising-Appeal

(Airtel Advertisement) and its Antecedents: Multiple Regression Analysis
A multiple regression analysis of Aaa (for the Airtel commercial) with the hypothesised
antecedents (judgements-about-the-ad, feelings-from-the-ad, personality traits,
consumer decision-making styles, Pre-exposure attitude-towards-the-brand, and prior-
purchase-intention) was conducted (Table 4.5.16).
Table 4.5.16: Social Dimensional Appeal – Attitude-towards-the-Advertising-Appeal

(Airtel Commercial) and the Hypothesised Antecedents: Multiple Regression Analysis
Multiple Regression
.60 .37 .33 9.44 .000***
a
Coefficients
Std.
Error
(Constant) 1.48 .51 2.91 .004
Extraversion .01 .03 .02 .32 .751 .87 1.15
Agreeableness .19 .06 .17 3.23 .001** .86 1.17
Conscientiousness .01 .03 .01 .20 .845 .92 1.09
Emotional stability -.06 .05 -.06 -1.23 .220 .93 1.08
Openness to experience .14 .05 .15 2.93 .004** .88 1.14
Perfectionistic -.01 .05 -.01 -.19 .851 .86 1.16
Brand conscious .15 .05 .17 3.31 .001** .87 1.15
.01 .03 .02 .47 .637 .88 1.14
conscious
Price-value conscious -.02 .03 -.03 -.68 .497 .97 1.03
Impulsive .02 .03 .04 .66 .508 .78 1.29
Confused by overchoice -.03 .04 -.04 -.79 .432 .86 1.16
Habitual .04 .04 .05 1.01 .316 .89 1.12
-.03 .03 -.04 -.87 .385 .88 1.13
towards-the-brand
Prior-purchase-intention -.04 .03 -.07 -1.39 .167 .89 1.13
a
Dependent variable: Attitude-towards-the-advertising-appeal (Airtel Commercial)
*p<0.05; **p<.01; ***p<.001
179
The regression model explained 60 percent variation in Aaa (R2 = .60; F = 9.44, p<.001)
caused by five positive predictors: judgements-about-the-ad (β = .29, p<.001), feelings-
from-the-ad (β = .24, p<.001), agreeableness (β = .17, p<.01), openness to experience
(β = .15, p<.01) and brand conscious (β = .17, p<.01) These β values (standardised

(Idea Commercial) and its Antecedents: Correlation Analysis

between Aaa and the hypothesised antecedents in case of the Idea Cellular commercial.
There was a positive correlation (p<.01) between Aaa; and judgements-about-the-ad

(r = .51) and feelings-from-the-ad (r = .26). Other significant correlations found were,
between feelings-from-the-ad and judgements-about-the-ad (r = .18, p<.01) and
judgements-about-the-ad and prior-purchase-intention (r = -.13, p<.05) Refer to Table
4.5.17.
Positive correlations were found between Aaa and the personality traits – agreeableness
(r = .16, p<.01) and openness to experience (r = .52, p<.01). Refer to Table 4.5.18.
A significant correlations (r) was also found between Aaa and the consumer decision-
making style brand conscious (r = .28, p<.01) Refer to Table 4.5.19.
(Table 4.5.20).
180
Table 4.5.17: Social Dimensional Appeal – Attitude-towards-the-Advertising-Appeal (Idea Commercial) and the Hypothesised Antecedents
(Judgements-about-the-ad, Feelings-from-the-ad, Pre-exposure Attitude-towards-the-Brand, and Prior-Purchase-Intention): Pearson Correlation
Analysis
Attitude-towards-the- Judgements- Feelings-from- Pre-exposure attitude- Prior-Purchase-

Variables
advertising-appeal (Idea) about-the-ad the-ad towards-the-brand Intention
Attitude-towards-the-advertising-appeal ( Idea) 1.00
Pre-exposure attitude-towards-the-brand 0.10 0.01 -0.06 1.00
Prior-Purchase-Intention 0.07 -.13* -0.07 -0.04 1.00
**p<0.01 (2-tailed)
*p<0.05 (2-tailed); n=297
181
Table 4.5.18: Social Dimensional Appeal – Attitude-towards-the-Advertising-Appeal (Idea Commercial) and Personality Traits: Pearson Correlation
Analysis
Attitude-towards-
appeal (Idea)
Attitude-towards-the-advertising-appeal (Idea) 1.00
Agreeableness .16** 1.00
Conscientiousness -0.03 0.04 1.00
Emotional Stability 0.05 0.09 -0.11 1.00
Extraversion 0.02 0.10 0.03 0.02 1.00
Openness to experience .52** -0.04 -0.09 0.01 -0.02 1.00
**p<0.01 (2-tailed); n=297
182
Table 4.5.19: Social Dimensional Appeal – Attitude-towards-the-Advertising-Appeal (Idea Commercial) and Consumer Decision-making Styles:
Attitude-towards- Novelty- Confused Price- Recreational-

Brand
Variables the-advertising- Habitual Impulsive fashion by value Perfectionistic shopping
Conscious
appeal (Idea) Conscious overchoice Conscious Conscious
1.00
advertising-appeal (Idea)
Habitual 0.03 -0.08 1.00
Impulsive 0.09 -0.10 0.09 1.00
Novelty-fashion Conscious -0.11 -0.04 0.05 -.13* 1.00
Confused-by-overchoice -0.01 -0.03 0.04 .21** -.22** 1.00
Price-value Conscious 0.00 0.07 -0.02 -0.03 0.07 -0.03 1.00
Perfectionistic 0.03 0.09 0.06 -0.01 -0.02 .13* 0.00 1.00
0.11 0.06 0.06 -.22** 0.09 -0.10 0.05 0.04 1.00
Conscious
**p<0.01 (2-tailed)
*p< 0.05 (2-tailed); n=297
183

(Idea Commercial) and its antecedents: Multiple Regression Analysis
A multiple regression analysis of Aaa (for the Idea commercial) with all the
hypothesised antecedents was conducted (Table 4.5.20).
Table 4.5.20: Social Dimensional Appeal – Attitude-towards-the-Advertising-Appeal (Idea

Commercial) and the Hypothesised Antecedents: Multiple Regression Analysis
Multiple Regression
.73 .53 .50 18.41 .000***
Coefficientsa

Std.
Error
(Constant) 1.08 .34 3.17 .002
Extraversion -.01 .02 -.02 -.50 .622 .88 1.14
Agreeableness .09 .04 .09 2.01 .046* .81 1.23
Conscientiousness -.01 .02 -.02 -.40 .692 .94 1.06
Emotional stability .01 .04 .01 .30 .764 .94 1.07
Openness to experience .33 .04 .42 9.52 .000*** .85 1.17
Brand conscious .13 .03 .18 4.07 .000*** .88 1.13
.01 .02 .03 .66 .513 .85 1.17
conscious
Price-value conscious .01 .03 .01 .21 .836 .95 1.06
Impulsive .04 .02 .07 1.58 .116 .77 1.29
Confused by overchoice -.04 .03 -.06 -1.46 .146 .87 1.14
Habitual .04 .03 .06 1.35 .177 .89 1.13
.01 .02 .02 .44 .661 .90 1.12
towards-the-brand
Prior-purchase-intention .05 .02 .10 2.37 .018* .88 1.13

a
Dependent variable: Attitude-towards-the-advertising-appeal (Idea Commercial)
*p<0.05; **p<.01; ***p<.001
184
p<.001) caused by six positive predictors: judgements-about-the-ad (β = .37, p<.001),
feelings-from-the-ad (β = .11, p<.05), agreeableness (β = .09, p<.05), openness to
experience (β = .42, p<.001), and brand conscious (β = .18, p<.001) These β values
(standardised coefficients) were significantly different from zero.
4.5.3 Social Dimensional Appeal – Relationship between Attitude-towards-

the-Advertising-Appeal and Post-Exposure Attitude-towards-the-Brand
Analysis in this section shows whether the attitude towards the social dimensional
appeal forms a relationship with the attitude towards the brand after exposure or not.
Pearson correlation analysis was conducted for both the ad exposures.
4.5.3.1 Social Dimensional Appeal – Relationship between Attitude-towards-the-

Advertising-Appeal (Airtel Advertisement) and Post-Exposure Attitude-
towards-the-Brand
Correlation between Aaa for the Airtel commercial with social dimensional appeal and
post-exposure attitude-towards-the-brand, Airtel, was significant (r = .26) as the
probability (p) was less than .01 (Table 4.5.21).
Table 4.5.21: Social Dimensional Appeal – Attitude-towards-the-Advertising-Appeal

(Airtel Commercial) and Post-exposure Attitude-towards-the-Brand: Pearson
Attitude-towards-the- Post-exposure
Variables advertising-appeal Attitude-towards-
(Airtel) the-brand
Attitude-towards-the-advertising-appeal (Airtel) 1.00
n=297; **p<0.01 (2-tailed)
185
4.5.3.2 Social Dimensional Appeal – Relationship between Attitude-towards-the

Advertising-Appeal (Idea Advertisement) and Post-Exposure Attitude-
towards-the-Brand
Correlation between Aaa for the Idea Celluar commercial with social dimensional
appeal and post-exposure attitude-towards-the-brand, Idea, was significant (r = .12,
p<.05). Refer to Table 4.5.22.
Table 4.5.22: Social Dimensional Appeal – Attitude-towards-the-advertising-appeal (Idea

Commercial) and Post-exposure Attitude-towards-the-brand: Pearson Correlation Analysis
Attitude-towards-the- Post-exposure
Variables advertising-appeal Attitude-towards-
(Idea) the-brand
Attitude-towards-the-advertising-appeal (Idea) 1.00
Post-exposure Attitude-towards-the-brand .12* 1.00
n=297; *p<0.05 (2-tailed)
4.5.4 Social Dimensional Appeal – Acceptance/ Non-acceptance of the

Hypotheses based on the Study
 H1a: There is a relationship between gender and Aaa (Accepted for both
advertisements)
 H1b: There is a relationship between age and Aaa (Accepted for both
advertisements)
advertisements)
advertisements)
186
 H3a: There is a relationship between extraversion and Aaa (Not accepted for
 H3b: There is a relationship between agreeableness and Aaa (Accepted for both
advertisements)
 H3c: There is a relationship between conscientiousness and Aaa (Not accepted
 H3d: There is a relationship between emotional stability and Aaa (Not accepted
 H3e: There is a relationship between openness to experience and Aaa (Accepted
 H4e: There is a relationship between price-value conscious and Aaa (Not
 H4f: There is a relationship between impulsive and Aaa (Not accepted for both
advertisements)
advertisements)
 H5: There is a relationship between Pre-exposure attitude-towards-the-brand and
Aaa (Not accepted for both advertisements)
for the Idea advertisement)
brand (Accepted for both advertisements)
187
Chapter 5: Conclusions and Recommendations
CHAPTER 5
CONCLUSIONS AND RECOMMENDATIONS
This chapter comprises two parts – Part I and II. Part I presents a summary of the major
conclusions derived from the study and Part II presents a set of recommendations
emanating from it. This is followed by the limitations of the study and directions for
future research.
PART I: MAJOR CONCLUSIONS
This section provides major conclusions drawn from the study with respect to consumer
attitudes towards rational, emotional, and social dimensional appeals. The study has
sought to examine consumer attitudes towards various advertising appeals employed in
television commercials and the factors, which serve as antecedents to these attitudes.
The relationship between consumer attitudes towards the commercials with various
types of appeals, and the pre- and post-exposure attitudes towards the brand have also
been examined. The set of factors, which have been examined for their antecedent role
are consumer demographics, consumer personality traits, consumer decision-making
styles as well as pre-exposure attitude-towards-the-brand and prior-purchase-intentions.
5.1 Judgements-about-the-ad and Feelings-from-the-ad: A comparison
In this section, a comparison has been made between the judgements-about-the-ad and
feelings-from-the-ad for each ad exposure on the basis of their mean scores, for which a
paired samples t test was conducted. A higher mean score indicates a more positive
response.
5.1.1 Judgements-about-the-ad and Feelings-from-the-ad: A Comparison for

Rational or Emotional Appeals
A highly informative advertisement can also emotionally appeal to the target group.
Similarly, an emotional advertisement can also highlight some facts about the product
188
(Bovee and Arens, 1992). As per this study, judgements-about-the-ad comprise

believability, credibility, trustworthiness, reliability, dependability, rationale,
informativeness, knowledge, and facts. An emotional appeal advertisement that elicits
feelings is also processed using cognitions when an individual is highly motivated and
has the ability to process the information. Affective responses to an advertisement are
determined by cognitions (Lutz, 1985).
Since the respondents had to respond to a large part of the questionnaire after the ad
exposures, they were moderately motivated. Therefore, it was partially a high-
involvement situation. According to the principle of higher-level dominance (PHLD),
when the involvement level of an individual is high, the cognitive evaluation of the
advertisement will be dominant and not the affective processing of it (Greenwald and
Leavitt, 1984).
Product Category-wise Conclusions
Cars: In the case of rational appeal based on competitive advantage in the commercial
for cars, the judgements-about-the-ad (m=2.72) are more positive (p<.001) than the
feelings-from-the-ad (m=2.01). While the focus on why the car is better than others in
the market generates judgements, the execution style also elicits feelings of the
respondents, to a certain extent. The respondents, though, may not form very strong
judgements or feelings when exposed to such a rational appeal.
In the case of the emotional appeal commercial based on joy for the same product
category, there is no significant difference found between the judgements-about-the-ad
(m=3.52) and feelings-from-the-ad (m=3.60), though both of these responses are more
positive as compared to those of the rational appeal commercial. It is possible that the
presence of a celebrity endorser motivates the respondents to form equally positive
judgements and feelings with respect to such emotional appeals.
Smartphones: In the case of rational appeal based on feature in the commercial for
smartphones, the respondents form their judgements (m=2.70) as strongly as their
feelings (m=2.56). That is, there is no significant difference found between the two.
Again, this could be attributed to the presence of the celebrity endorser. While the
189
information in the commercial generates cognitive responses, the presence of the actor
elicits equally strong feelings. However, none of the two responses is very positive. The
commercial is not able to generate stronger cognitive responses, which it should as it is
based on a rational appeal. This could be owing to the message content not very well
comprehended by the respondents.
In the case of the emotional appeal based on excitement in the other commercial,
feelings (m=3.76) are stronger (p<.001) than the judgements (m=2.33) of the
respondents. Peripheral cues suggestive of male-female intimacy elicit strong feelings
among the respondents. The judgements are weak here as the advertised brand is
comparatively new in the market and there are not many central cues in the commercial.
Life Insurance: In the case of the rational appeal based on dependability in the
commercial for life insurance, respondents‟ judgements-about-the-ad (m=2.65) are
stronger (p<.001) than their feelings-from-the-ad (m=2.20). This could be because the
message is about the integrity of the company‟s representative – a matter of high
concern among the consumers in general. At the same time, the respondents‟
judgements-about-the-ad are not very positive.
For the emotional appeal based on security in the other commercial, feelings-from-the-ad
(m=2.29) are stronger (p<.001) than the judgements (m=1.95) of the respondents, though,
such feelings are not very positive despite the presence of the celebrity endorser.
Cellular Service: In the case of the rational appeal based on convenience in the
commercial for cellular service, respondents‟ judgements-about-the-ad (m=2.92) are
stronger (p<.001) than their feelings (m=2.56). The execution style (slice-of-life) does
help in generating feelings-from-the-ad even when there is sufficient amount of
rationale in the advertisement.
In the case of emotional appeal based on achievement in the other commercial, as

expected, the feelings (m=3.17) are stronger (p<.001) than the judgements (m=2.21) of
the respondents. The combination of humorous execution style and such an emotional
appeal works well for product categories like cellular service.
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5.1.2 Judgements-about-the-ad and Feelings-from-the-ad: A Comparison for Social

Dimensional Appeals
In the case of commercials with social dimensional appeal, such a difference is found
for the Idea commercial, which is based on a social message against casteism in rural
India. Respondents‟ judgements-about-the-ad (m=3.27) are stronger (p<.001) than their
feelings-from-the-ad (m=2.88) here. The commercial is based on an issue, which is
local to the respondents and so they process the information using their judgements
more than their feelings.
However, for the Airtel commercial, there is no such difference found between the
judgements (m=3.29) and feelings (3.28). This could be because the Airtel
commercial is based on a global cause for which the respondents may not carry out
stronger cognitive processing. The respondents‟ judgements are not only as strong as
their feelings but both are also positive when such social dimensional appeals are
used.
5.2 Judgements-about-the-ad, Feelings-from-the-ad, and their Relationship

with the Attitude-towards-the-Advertising-Appeal
In this section, the relationship between judgements-about-the-ad and attitude-towards-

the-advertising-appeal; and the relationship between feelings-from-the-ad and attitude-
towards-the-advertising-appeal for each ad exposure are discussed.
5.2.1 Judgements-about-the-ad, feelings-from-the-ad, and their Relationship with the

Attitude-towards-the-Advertising-Appeal for Rational or Emotional Appeal
Commercial
This study indicates that the respondents form judgements-about-the-ad for

advertisements with both rational and emotional appeal, and also generate feelings-
from-the-ad for advertisements with both rational and emotional appeals. This is in
congruence with the previous finding that purely rational and purely emotional appeals
are a continuum‟s two ends and advertisements are placed in between as they have both
the appeals in them (Chan, 1996).
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However, in the case of all rational appeal advertisements, there is a stronger

relationship between the respondents‟ judgements-about-the-ad and their attitude-
towards-the-advertising-appeal as compared to the relationship between their feelings-
from-the-ad and attitude-towards-the-advertising-appeal.
Also, in the case of all emotional appeal advertisements, there is a stronger relationship
between feelings-from-the-ad and attitude-towards-the-advertising-appeal as compared
to the relationship between judgements-about-the-ad and attitude-towards-the-
advertising-appeal.
Apparently, rational appeal advertisements, especially television commercials, have

stimuli that generate some affective response. According to Royo-vela (2005), other
than the amount of time spent in a television advertisement on mentioning or presenting
the brand name, the advertisement has 50 percent more emotional and visual content
than it has information and audio. Most likely, this is the reason why there is a positive
relationship between feelings and attitude-towards-the-advertising-appeal with rational
appeal also.
Product-category-wise Conclusions
Cars: In the case of the commercial for cars with rational appeal based on competitive
advantage, the relationship between the judgements-about-the-ad and attitude-towards-
the-advertising-appeal (β=.12, p<.001) is stronger as compared to that between the
feelings-from-the-ad and attitude-towards-the-advertising-appeal (β=.09, p<.01). It is
possibly the execution style that generates feelings-from-the-ad.
In the case of the commercial with emotional appeal based on joy, which also has a
celebrity endorser, there is a relationship between the respondents‟ feelings about a
joyride with a companion and the attitude-towards-the-advertising-appeal. The
relationship between such feelings-from-the-ad and attitude-towards-the-advertising-
appeal (β=.31, p<.001) is stronger as compared to that between the judgements-about-
the-ad of the respondents and their attitude-towards-the-advertising-appeal (β=.22,
p<.001). Therefore, it can be concluded that despite the judgements and feelings being
equally strong for a commercial with such an emotional appeal, it is feelings, which
contribute more to the attitude-towards-the-advertising-appeal.
192
Smartphones: In the case of the rational appeal based on feature in the commercial for
smartphones, the judgements relate to the special feature, cricket, the ongoing social
media campaign, and the celebrity endorser. Therefore, the relationship between such
judgements and their attitude-towards-the-advertising-appeal (β=.18, p<.001) is
stronger as compared to that between their feelings – which may be only about the
endorser – and the attitude-towards-the-advertising-appeal (β=.10, p<.01).
On the other hand, for the category‟s commercial with emotional appeal based on
excitement, the judgements, though weak, are mostly about the brand itself as it is
comparatively a new entrant in the market and the respondents are keen to know more
about it. It is the relationship between the feelings-from-the-ad – suggestive of male-
female intimacy – and the attitude-towards-the-advertising-appeal (β=.41, p<.001),
which is stronger as compared to that between the judgements-about-the-ad and the
attitude-towards-the-advertising-appeal (β=.16, p<.01) especially when the advertised
brand is new in the market.
Life Insurance: In the case of the rational appeal based on dependability in the
commercial for life insurance, the processing of information leads to the judgements
about the credibility of the information, as the commercial‟s message is about ethics
followed by the company‟s representatives. There is a peripheral cue in it – the
execution style (the evil side of the representative that wants to lie to the prospect is
overpowered by the honest side and prevents him from doing so). The cue probably
elicits feelings too in the respondents. However, there is a stronger relationship between
the respondents‟ judgements-about-the-ad and attitude-towards-the-advertising-appeal
(β=.13, p<.01) as compared to that between their feelings-from-the-ad and attitude-
towards-the-advertising-appeal (β=.10, p<.05).
In the case of the emotional appeal based on security in the commercial for life
insurance, the respondents elicit feelings-from-the-ad about securing the family‟s
future. Even when the appeal is emotional here, the respondents form their judgements
too when processing information in the advertisement. The relationship between such
judgements and attitude-towards-the-advertising-appeal (β=.20, p<.001) is not as strong
as that between the feelings-from-the-ad and attitude-towards-the-advertising-appeal
(β=.31, p<.001).
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Cellular Service: In the case of rational appeal based on convenience in the

commercial for cellular service, the respondents form judgements about the special
service (the Airtel Money service) that saves customer his/her time and effort, and such
judgements contribute to their attitude-towards-the-advertising-appeal. For example, an
individual looking for a hassle-free solution to transferring money could develop strong
cognitions, which will also contribute to his/ her attitude-towards-the-advertising-
appeal. At the same time, the slice-of-life execution style of the message also elicits
feelings-from-the-ad. Though there is a stronger relationship between the judgements-
about-the-ad and attitude-towards-the-advertising-appeal (β=.19, p<.001) as compared
to that between the feelings-from-the-ad and attitude-towards-the-advertising-appeal
(β=.12 p<.05).
In the case of the emotional appeal based on achievement in the commercial for the
same product category, it is the sense of achievement – the “winning” feeling or
empowerment – that is the stimulus to elicit feelings and also simultaneously form
judgements among the respondents. Though the relationship between such judgements
and attitude-towards-the-advertising-appeal (β=.10 p<.05) may not be as strong as
compared to that between the feelings-from-the-ad and the attitude-towards-the-
advertising-appeal (β=.11 p<.01).
5.2.2 Judgements-about-the-ad, Feelings-from-the-ad, and Attitude-towards-the-

Advertising-Appeal for Commercials with Social Dimensional Appeal
Though the Airtel commercial based on social dimensional appeal has only peripheral
cues, the respondents have formed judgements-about-the-ad as well as feelings-from-
the-ad. The judgements could be respondents‟ support- or counter-arguments related
to the anti-war social message. The relationship between these judgements and
attitude-towards-the-advertising-appeal (β=.29, p<.001) is stronger than that between
the feelings and attitude-towards-the-advertising-appeal for (β=.24, p<.001) the
commercial.
Similarly, in the case of the Idea commercial based on similar appeal, the respondents
have formed cognitions about caste-related violence in rural areas – a peripheral cue.
194
The relationship between these judgements and attitude-towards-the-advertising-appeal

(β=.37, p<.001) is much stronger than that between feelings and attitude-towards-the-
advertising-appeal (β=.11, p<.05) for the commercial.
Thus, the study supports the proposition that judgements-about-the-ad or cognitions are
antecedents of attitude towards the advertisement (Lutz, Mackenzie, and Belch, 1983).
5.3 Attitude-towards-the-Advertising-Appeal
As mentioned earlier in the literature review, an individual forms an attitude-towards-

the-advertising appeal based on his or her judgements-about-the-ad and feelings-from-
the-ad. This section presents the attitude-towards-the-advertising-appeal for the ten
commercials taken up for the study and the possible reasons about why there is a
difference found between the attitude-towards-the-advertising-appeal for the rational
appeal commercial and that for the emotional appeal commercial for each product
category on the basis of a two-independent-samples t test. The higher the mean score,
more positive is the attitude-towards-the-advertising-appeal.
Towards the end of this section is presented the conclusion related to the attitude-
towards-the-advertising-appeal for the commercials with social dimensional appeals.
5.3.1 Attitude-towards-the-Advertising-Appeal for Rational or Emotional Appeal

Commercial
Cars: As per the findings of this study, the attitude-towards-the-advertising-appeal is

more favourable (p<.001) in the case of the commercial with the emotional appeal
based on joy (m=4.31), as compared to the commercial using the rational appeal based
on competitive advantage (m=3.27). Advertisements that elicit feelings are most
effective for products on the feel side of the FCB grid (Vaughn, 1986 and Ratchford,
1987). Though a family car is a high-involvement-think product according to the FCB
grid, it nevertheless lies very close to its high-involvement-feel product quadrant. Also,
the use of a popular celebrity endorser in an advertisement with an emotional appeal, as
is the case here, is likely to contribute towards eliciting a more favourable response
195
from the audience. Celebrity endorsers influence the consumer attitude towards the
advertisement, the advertised brand, the purchase intention for the brand, and other
effectiveness measures (Kaikati, 1987; Ohanian, 1991; Tripp et. al., 1994; Goldsmith et.
al., 2000; Erdogan at. al., 2001).
Smartphones: The findings of the study do not indicate a significant difference

between the respondent‟s attitude-towards-the-advertising-appeal for the rational appeal
commercial based on feature and that for the emotional appeal commercial based on
excitement. The mean value of attitude-towards-the-advertising-appeal for the rational
appeal commercial and that for the emotional appeal are 3.10 and 2.97, respectively. In
neither case, the respondents have a very strong positive attitude-towards-the-
advertising-appeal. The message in the rational appeal advertisement about an ongoing
social media campaign on a new feature in the smartphone (Nokia X) relates to cricket
and communicates about an incentive to meet the celebrity endorser. The information
about the feature is communicated at a fast pace and unless the viewer has prior
knowledge, s/he may not be able to comprehend the message very well. The celebrity
endorser is not able to contribute very much to the overall attitude towards the rational
appeal. The commercial with emotional appeal shows a young couple enjoying private
moments together. Such an appeal may not be appreciated by respondents in the higher
age groups and this has probably accounted for the overall attitude-towards-the-
advertising-appeal not being high.
Life Insurance: The study does not find any significant difference between the
attitude-towards-the-advertising-appeal, dependability, for the rational appeal
commercial and the attitude-towards-the-advertising-appeal, security, for the emotional
appeal commercial in the life insurance category. None of these commercials is highly
liked by the respondents (m=2.96 and 2.87) and the reasons are weak judgements about
and feelings from the advertisements. Probably, the presentation of the appeals in these
commercials lacks creativity. Almost every advertisement about life insurance
communicates similar messages. Even the presence of the celebrity endorser in the
emotional appeal commercial is unable to form a more positive attitude-towards-the-
advertising-appeal.
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Cellular Service: In the case of cellular service, attitude-towards-the-advertising-

appeal of commercial with emotional appeal, achievement, (m=3.96) is higher (p<.05)
than that of the commercial with rational appeal, convenience (m=3.75). This may be
because the emotional appeal commercial appeals more to the female respondents as it
shows how women are empowered using mobile internet service. Their stronger
attitude has possibly contributed more to the overall attitude-towards-the-advertising-
appeal for such an emotional appeal commercial.
5.3.2 Attitude-towards-the-Advertising-Appeal for Social Dimensional Appeal

Commercials
Attitude-towards-the-advertising-appeal for the Idea Cellular commercial with social

dimensional appeal (fight against casteism) has the highest mean value (m=4.40) across
all ten ad exposures of this study. The Airtel advertisement with similar appeal
(promoting peace in war-affected regions) too has a high mean value (m=4.28). The
respondents have a strong positive attitude-towards-the-advertising-appeal for both
advertisements and the attitude-towards-the-advertising-appeal of the two are not
significantly different from each other. This is a strong indicator that the social
dimensional appeals may be liked more.
Most consumers form positive opinions about advertising with social dimension and
develop positive buying intentions (Ross, Patterson, and Stutts, 1992). This is in
consonance with the previous research, which found that cause-brand association has a
positive relationship with consumer attitude and buying intentions (Barone, et. al., 2000).
5.4 Respondent Demographics and the Attitude-towards-the-Advertising-

Appeal
In this section, relationships between the select demographic variables (gender, age,
education, and income) and attitude-towards-the-advertising-appeal – rational or
emotional – for each product category and for the social dimensional appeal are
presented based on two-independent samples t test (for gender) and one-way analysis of
variance (for age, education and income).
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5.4.1 Respondent Demographics and the Attitude-towards-the-Advertising-Appeal

(Rational or Emotional)
This section presents the relationship between the respondent demographics and the
attitude-towards-the-advertising-appeal for rational or emotional appeal commercials
across the four product categories.
5.4.1.1 Gender and Attitude-towards-the-Advertising-Appeal
In the case of cars, there is no relationship found between gender and attitude-towards-
the-advertising-appeal.
In the case of smartphones, the male respondents have more favourable (p<.01)
attitude-towards-the-advertising-appeal for rational appeal commercial (m=3.22) as
compared to that of the female (m=2.92). The ad message is related to cricket and there
may not be as many female respondents appreciating the linkage of the advertised
brand, Nokia X, with it, as there would be male. There is no relationship found between
gender and attitude-towards-the-advertising-appeal for the emotional appeal
commercial.
In the case of life insurance, the female respondents form stronger (p<.05) attitude-
towards-the-advertising-appeal for the emotional appeal commercial (m=2.95) as
compared to that of the male respondents (m=2.79). Since the emotional appeal used is
security and the commercial talks about securing family‟s future, it suggests that
females may be more concerned about such issues. There is no relationship found
between gender and attitude-towards-the-advertising-appeal for commercial with
rational appeal.
In the case of cellular service, the female respondents have liked the emotional appeal
commercial (m=4.13) more (p<.01) than the male respondents have (m=3.82). This
could be because the message in the commercial relates to women‟s empowerment.
Thus, it can be seen that the relationship between gender and attitude-towards-the-
advertising-appeal is not a consistent one across the four product categories. This is in
agreement with the previous studies that there is no undisputed opinion on the
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relationship between gender and emotional response (Duda and Brown, 1984) even as
there is a general agreement that females perceive and express emotions more precisely
than males (see Hall, 1979).
5.4.1.2 Age and Attitude-towards-the-Advertising-Appeal
In the case of cars and the commercial with rational appeal, there is a negative
relationship (p<.001) found between age and attitude-towards-the-advertising-appeal,
i.e. attitude-towards-the-advertising-appeal (m=3.71, 3.35, 2.92, 2.27) weakens with the
increase in age (21-30, 31-40, 41-50, 51-60 years). Most car commercials are created
keeping in my mind a younger audience. Constantly targeting a certain category of
consumers with television commercials may antagonise the non-targeted consumer
groups and they may then develop indifference or dislike for these types of
advertisements (Aaker and Dean, 1993). In the case of the emotional appeal
commercial, there is no relationship pattern found, though the ANOVA indicated a
significant difference in the mean values (p<.001), with the highest value (m=4.43) of
the 21-30 years group and the lowest (m=3.95) of the 51-60 years group.
In the case of smartphones, attitude-towards-the-advertising-appeal for both – rational

appeal commercial (m=3.55, 3.35, 2.67, 2.17) with p<.001, and emotional appeal
commercial (m=3.11, 3.02, 2.90, 2.65) with p<.05 – weakens with the increase in age
(21-30, 31-40, 41-50, 51-60 years). The rational appeal commercial has information
about a new feature, which the older respondents may not have understood well. The
emotional appeal commercial based on excitement is suggestive of male-female
intimacy, which the older respondents might not have found appealing.
In the case of life insurance commercial with rational appeal, there is a negative
relationship (p<.001) between age (21-30, 31-40, 41-50, 51-60 years) and attitude-
towards-the-advertising-appeal (m=3.24, 2.86, 2.85, 2.68). It is possible that people in
the older age segments may tend to rely more on information from sources such as
insurance agents and company representatives, and may find the information provided
in the rational appeal advertisements as not believable or trustworthy. There is no
relationship found between age and attitude-towards-the-advertising-appeal for
emotional appeal commercial.
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In the case of cellular service, the respondents in the higher age segments tend to have
less favourable (p<.001) attitude-towards-the-advertising-appeal for commercial with
rational appeal (m=4.33, 3.85, 2.98, 2.85) as well as the commercial with emotional
appeal (m=4.25, 4.17, 3.66, 3.08) compared (p<.001) to their younger counterparts.
Younger age groups are very often the primary audience for many cellular services. It is
likely that messages targeted at younger consumers may not be so appealing to the
audiences in the older age segments. Hence, there is a negative relationship between age
and the attitude towards advertising (Shavitt, Lowrey, and Haefner, 1998).
Thus, across the rational appeal advertisements of all four product categories, there is a
negative relationship between age and attitude-towards-the-advertising-appeal. Older
consumers seem to have less favourable attitudes towards rational appeals. Even in the
case of two advertisements with emotional appeal, the older age groups report less
favourable attitudes than their younger counterparts.
5.4.1.3 Education and Attitude-towards-the-Advertising-Appeal
In the case of cars, attitude-towards-the-advertising-appeal for the commercial with

rational appeal weakens (m=3.40, 3.29, 3.10) with the increase (p<.05) in the education
levels (undergraduate, graduate, and post-graduate & higher). It is likely that better
educated consumers may find such advertisements less believable or credible as they
may generate several counter arguments about the advertisement‟s message. Better
educated individuals process the information more thoroughly and have the ability to
understand it to either accept or reject it. Persuasion occurs when the levels of
motivation, ability and the opportunity to process are high (Petty et al, 1983, 2005;
Chaiken et al, 1989). There is no relationship pattern found between education and
attitude-towards-the-advertising-appeal for commercial with emotional appeal, though
one-way ANOVA indicates a significant difference of the means. Graduates report the
most favourable attitude-towards-the-advertising-appeal (m=4.21).
In the case of smartphones, while attitude-towards-the-advertising-appeal for

commercial with rational appeal (m=2.96, 3.06, 3.34) increases (p<.05) with the
increase in education level (undergraduate, graduate, and post-graduate & higher),
200
attitude-towards-the-advertising-appeal for commercial with emotional appeal does not

show any relationship. The rational appeal advertisement shown to the respondents is
about the special feature in the phone. Respondents who are not well educated have a
low attitude-towards-the-advertising-appeal in this case.
In the case of life insurance, there is a negative relationship (p<.05) between education
(undergraduate, graduate, and post-graduate & higher) and attitude-towards-the-
advertising-appeal for commercial with rational appeal (m=3.16, 2.89, 2.85). The higher
is the education level of individuals, the weaker is the attitude-towards-the-advertising-
appeal for commercial with rational appeal. It is possible that the more educated and
aware segments of the population are somewhat sceptical about the honesty claim being
made in the commercial. Secondly, the commercial fails to make any mention about
how the policy features are better than those of the other brands and in what ways the
consumers would benefit if they buy a policy. Well educated consumers look for such
information. There is no relationship found between education and attitude-towards-the-
advertising-appeal for commercial with emotional appeal.
In the case of cellular service, there is a negative relationship between education

(undergraduate, graduate, and post-graduate & higher) and attitude-towards-the-
advertising-appeal (m=4.02, 3.84, 3.32) for commercial (Airtel Money) with rational
appeal as the commercial does not tell the viewers how the service – transferring money
– actually works, something which the more educated consumers would like to know.
There is no relationship pattern found between the education levels and attitude-
towards-the-advertising-appeal for commercial with emotional appeal, though the
ANOVA showed significance.
Thus, for cars, life insurance and cellular service, there is a negative relationship
between education and attitude-towards-the-advertising-appeal for commercials with
rational appeal. Only in the case of rational appeal advertisement for smartphone, the
relationship is positive and that is because of the nature of the message, which is better
understood by people who are better educated. In the case of emotional appeal
commercials, such relationships are either not found or do not show a clear pattern.
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5.4.1.4 Income and Attitude-towards-the-Advertising-Appeal
In the case of cars, there is a positive relationship (p<.001) between income (Rs 3.5-6,
6-8.5, 8.5-11, 11-13.5, 13.5-16, 16-18.5 lakh) and attitude-towards-the-advertising-
appeal for commercial with rational appeal (m=2.88, 2.90, 3.43, 3.77, 3.81, 3.95). This
finding defies the conclusion made by previous studies that advertising is more
effective when targeting consumers in low income groups (e.g., Dutta-Bergman, 2006).
Probably, since the advertisement is about a sedan, more number of consumers in the
higher income brackets form a positive attitude-towards-the-advertising-appeal. There
is, though, a negative relationship (p<.05) between income and attitude-towards-the-
advertising-appeal (m=4.42, 4.33, 4.31, 4.30, 4.16, 4.12) for commercial with emotional
appeal. This could be because the car advertised is a small car and respondents with
higher income may not take interest in its advertisements.
In the case of smartphones, there is a negative relationship (p<.001) between income

and attitude-towards-the-advertising-appeal for commercial with emotional appeal
(m=3.32, 2.92, 2.91, 2.89, 2.60, 2.54). This is because the price (comparatively a
lower price as compared to other brands) of the phone is displayed as the
commercial ends. Probably, since it is not a premium brand, the respondents in the
high income group have not formed a positively strong attitude-towards-the-
advertising-appeal for this commercial with emotional appeal. No relationship is
found between income and attitude-towards-the-advertising-appeal for the rational
appeal commercial.
In the case of life insurance and cellular service, there is no relationship found between
income and attitude-towards-the-advertising-appeal for commercials with rational or
emotional appeal.
Thus, in general, income does not show any consistent relationship with attitude-
towards-the-advertising-appeal for commercials with rational appeal. It does show a
negative relationship with attitude-towards-the-advertising-appeal for commercials with
emotional appeal for cars and smartphones.
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5.4.2 Respondent Demographics and the Attitude-towards-the-Advertising-Appeal

for Social Dimensional Appeal Commercials
For the Airtel commercial with social dimensional appeal, attitude-towards-the-

advertising-appeal of the male respondents (m=4.49) is more favourable (p<.001) as
compared to that (m=3.99) of the female. Similarly, for the Idea commercial with social
dimensional appeal, attitude-towards-the-advertising-appeal of the male respondents
(m=4.47) is more favourable (p<.05) as compared to that (m=4.30) of the female. The
Airtel commercial conveys a message about promoting peace in war-affected areas. The
Idea commercial conveys a message against casteism in India. This points to the
possibility that such issues strike a stronger chord with the males respondents.
In the case of the Airtel commercial, the attitude-towards-the-advertising-appeal (4.00,

4.25, 4.41, 4.63) increases (p<.001) with the increase in age. Similarly, in the case of
the Idea commercial, the attitude-towards-the-advertising-appeal (4.26, 4.39, 4.43, 4.59)
increases (p<.05) with the increase in age. People in the older age groups seem to be
more sensitized to the social issues and hence their more favourable attitudes towards
such advertising appeals.
In the case of the Airtel commercial, the attitude-towards-the-advertising-appeal (4.05,

4.23, 4.60) increases (p<.001) with the increase in the education level. Similarly, in the
case of the Idea commercial, the attitude-towards-the-advertising-appeal (4.22, 4.48,
4.49) increases (p<.01) with the increase in the education level. This suggests that there
is a positive relationship between a person‟s education and her or his appreciation of
such types of social issues.
There is no relationship found between income and attitude-towards-the-advertising-

appeal for both the commercials with the social dimensional appeal.
5.5 Personality Traits and Attitude-towards-the-Advertising-Appeal
This section presents conclusions on the relationships between various personality traits
and the attitude-towards-the-advertising-appeal (rational or emotional) for each product
category based on the beta values of multiple regression analysis. It also presents
conclusions on such relationships for social dimensional appeals.
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5.5.1 Personality Traits and Attitude-towards-the-Advertising-Appeal (Rational or

Emotional)
This section presents the relationship between the personality traits (extraversion,
agreeableness, conscientiousness, emotional stability, and openness to experience) and
the attitude-towards-the-advertising-appeal for rational or emotional appeal
commercials across the four product categories, based on the beta values of the multiple
regression analysis.
5.5.1.1 Extraversion and Attitude-towards-the-Advertising Appeal
The study indicates a positive relationship between the personality trait of extraversion
and attitude-towards-the-advertising-appeal for commercials with emotional appeal
across all four product categories – cars (β=.08, p<.05), smartphones (β=.10, p<.05),
life insurance (β=.16, p<.01), and cellular service (β=.19, p<.001). It seems that
extraverted individuals are likely to respond in a positive manner to emotional appeals
based on joy, excitement, security, and achievement. The higher the extraversion in an
individual, the more he or she would prefer transformational ads than informational ads
(Myers, Sen, and Alexandrov, 2010).
In the case of cars, the study indicates a positive relationship between extraversion and
attitude-towards-the-advertising-appeal for commercial with rational appeal (β=.06,
p<.05) also. This could be because of the type of rational appeal – competitive
advantage – used in the advertisement. Such appeals compare the features with those of
the other brands available in the market. Extraverts are outer-directed individuals and it
is possible that comparison ads such as the one used in this case convey an indirect
message that would show the owner of the brand in a more positive light as compared
to the other car owners.
5.5.1.2 Conscientiousness and Attitude-towards-the-Advertising-Appeal
The study points to a positive relationship between conscientiousness and attitude-

towards-the-advertising-appeal for commercials with rational appeal, for all four
product categories – cars (β=.32, p<.001), smartphones (β=.43, p<.001), life insurance
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(β=.41, p<.001), and cellular service (β=.20, p<.001). Individuals high on the
conscientiousness scale are likely to be paying more attention to details and be willing
to consider the pros and cons of products before they make any choices.
Advertisements which present them with information that can help in making more
considered choices are likely to get more favourable responses. Highly cconscientious
people believe that gathering information is important to achieving success (Tidwell
and Sias, 2005) and so they form a more positive relationship with informational ads
(Myers, Sen, and Alexandrov, 2010). The study does not find any relationship
between conscientiousness and attitude-towards-the-advertising-appeal for
commercials with emotional appeals, except in the case of cars where there is
negative relationship between the conscientiousness trait and attitude-towards-the-
advertising-appeal (β=-.13, p<.01). This is possibly because there are hardly any cues
in the advertisement, which could atleast partially satisfy their need for information.
Though in the case of emotional appeal advertisement for the other product
categories, no negative relationship has been found between conscientiousness and
attitude-towards-the-advertising-appeal.
5.5.1.3 Emotional Stability and Attitude-towards-the-Advertising-Appeal
There is a positive relationship between emotional stability and attitude-towards-the-

advertising-appeal for commercials with rational appeal for all product categories – cars
(β=.07, p<.05), smartphones (β=.18, p<.001), life insurance (β=.09, p<.05), and cellular
service (β=.13, p<.001). However, there is a positive relationship between emotional
stability and the attitude-towards-the-advertising-appeal for commercials with
emotional appeal also in the case of cars (β=.09, p<.05) and cellular service (β=.13,
p<.001). Reasons: presence of the celebrity endorser in the case of cars; and in the case
of cellular service, the message is about empowerment of women. There is probably a
positive relationship between the emotionally stable female respondents and their
attitude-towards-the-advertising-appeal for the cellular service commercial with
emotional appeal. People low in emotional stability are high in neuroticism. They form
a positive association with transformational advertisements (Myers, Sen, and
Alexandrov, 2010).
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5.5.2 Personality Traits and Attitude-towards-the-Advertising-Appeal for Commercials

with Social Dimensional Appeal
There is a positive relationship between the personality trait, agreeableness, and the
attitude-towards-the-advertising-appeal for both the commercials with the social
dimensional appeal (Airtel: β= .17, p<.01 and Idea: β=.09, p<.05). Individuals high on
this scale look forward to having union, intimacy and solidarity (De Raad, 2000).
Individuals high on this scale agree with the social message communicated through
these advertisements and seem to show solidarity with the social causes.
There is a positive relationship between the personality trait, openness to experience,

and attitude-towards-the-advertising-appeal for both the commercials with the social
dimensional appeals (Airtel: β= .15, p<.05 and Idea: β=.42, p<.001). People high on
openness-to-experience scale are curious, unbiased (Tidwell and Sias, 2005),
imaginative, attentive to their feelings, unconventional, have wide range of interests,
and like variety (Fiske, 1949; McCrae and Costa, 1997). Advertisements with social
dimensional appeals form judgements and elicit feelings among respondents who are
unconventional.
No relationship is found between extraversion, conscientiousness and emotional

stability, and social dimensional appeal.
5.6 Consumer Decision-making Styles and Attitude-towards-the-Advertising-

Appeal
This section presents conclusions on the relationships between the consumer decision-
making styles and attitude-towards-the-advertising-appeal for commercials with
rational or emotional appeals for all four product categories, based on the beta values of
multiple regression analysis. Subsequently, this section also presents relationships
between these styles and the attitude-towards-the-advertising-appeal for commercials
with social dimensional appeals.
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Appeal (Rational or Emotional)
This section presents the relationship between the consumer decision-making styles
(perfectionistic, brand conscious, novelty-fashion conscious, recreational-fashion
conscious, price-value conscious, impulsive, and confused by overchoice) and the
attitude-towards-the-advertising-appeal for rational or emotional appeal commercials
across the four product categories, based on the beta values of the multiple regression
analysis.
5.6.1.1 Perfectionism and Attitude-towards-the-Advertising-Appeal
There is a positive relationship between perfectionism and attitude-towards-the-advertising-

appeal for commercials with rational appeal for products and not services (cars: β=.10,
p<.01; smartphones: β=.12, p<.001). These individuals prefer to purchase high quality
products. They are cautious and methodical (Sproles and Kendall, 1986). Therefore, in
order to satisfy their need for having high quality in products, they appreciate rationale in
advertisements, which could possibly provide some information about quality. Such a
relationship is not found for services – life insurance and cellular service.
5.6.1.2 Brand Consciousness and Attitude-towards-the-Advertising-Appeal
Brand conscious individuals prefer to purchase highly advertised and best-selling

brands (Sproles and Kendall, 1986) and rely on information through advertisements
(Dutta-Bergman, 2006). As per the findings of this study, there is a positive relationship
between brand consciousness and attitude-towards-the-advertising-appeal for
commercials with rational appeal across all four product categories – cars (β=.14,
p<.001), smartphones (β=.10, p<.01), life insurance (β=.11, p<.05), and cellular service
(β=.19, p<.01). All brands in the commercials – Tata Manza, Nokia X, Max New York
Life, Airtel – are highly advertised brands, if not best-selling.
5.6.1.3 Price-Value Consciousness and Attitude-towards-the-Advertising-Appeal
There is a negative relationship between price-value consciousness and attitude-

towards-the-advertising-appeal for commercials with emotional appeal across all four
product categories – cars (β=-.08, p<.05), smartphones (β=-.13, p<.01), life insurance
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(β=-.11, p<.05), and cellular service (β=-.11, p<.05). Price-value conscious consumers
demand high value for money and would not like to spend more where they don‟t find
such a value (Sproles and Kendall, 1986). Therefore, higher is the price-value
consciousness, weaker is the attitude-towards-the-advertising-appeal for the emotional
appeal commercials, as these advertisements usually do not provide much valuable
information to such individuals as per their expectations.
5.6.1.4 Impulsiveness and Attitude-towards-the-Advertising-Appeal
There is a positive relationship between impulsiveness and attitude-towards-the-

advertising-appeal for commercials with emotional appeal for all four product
categories – cars (β=.08, p<.05), smartphones (β=.16, p<.001), life insurance (β=.18,
p<.001), and cellular service (β=.38, p<.001). Emotional advertising only helps such
consumers when impulse buying results in an emotional conflict. A peripheral cue in an
emotional appeal advertisement may finally motivate them to take a decision in favour
of such an unplanned purchase. Impulsive consumers purchase products on an impulse
and do not have concerns about the price (Sproles and Kendall, 1986).
5.6.1.5 Confusion by Overchoice and Attitude-towards-the-Advertising-Appeal
Confused by overchoice consumers are confused by various purchase options and are
therefore not able to decide what they should buy (Sproles and Kendall, 1986).
Therefore, such consumers may be averse to more information and hence there may not
be any relationship between confusion by overchoice and attitude-towards-the-
advertising-appeal for commercials with rational appeal. There may be a positive
relationship between such trait and attitude-towards-the-advertising-appeal for
commercials with emotional appeal and a celebrity endorser – the emotional appeal
commercials for car (β=.39, p<.001) and life insurance (β=.18, p<.001) in this study. A
celebrity endorser may help such respondents to take a buying decision.
5.6.1.6 Recreational-Shopping Consciousness and Attitude-towards-the-Advertising-

Appeal
There is a positive relationship between recreational-shopping consciousness and

attitude-towards-the-advertising-appeal for commercial with emotional appeal in the
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case of cellular service (β=.14, p<.01). Recreational-shopping conscious consumers

enjoy shopping as an activity and take it as entertainment (Sproles and Kendall, 1986).
This commercial communicates how consumers can make the most of their shopping
experience if they have access to information with the help of mobile internet service.
5.6.1.7 Novelty-Fashion Consciousness and Attitude-towards-the-Advertising-Appeal
In the case of the emotional appeal commercial for smartphones, there is a positive
relationship between novelty-fashion consciousness and attitude-towards-the-
advertising-appeal (β=.17, p<.01). Such consumers prefer to buy products that are new
and innovative and they get their pleasure from new things (Sproles and Kendall, 1986).
The brand advertised is Lava Iris X1 and it is comparatively new in the market, though
it may or may not be innovative.

Appeal for Commercials with Social Dimensional Appeal
There is a positive relationship between brand consciousness and attitude-towards-the-

advertising-appeal for both the commercials – Airtel (β=.17, p<.01) and Idea (β=.18,
p<.001). As mentioned earlier, brand conscious consumers like highly advertised and
best-selling brands. Airtel and Idea are two highly advertised and best-selling brands
and the social dimensional appeals in these commercials are further adding to their
strong brand image.
No other relationships between any other consumer decision-making style and attitude-
towards-the-advertising-appeal for commercials with social dimensional appeals are
found.
5.7 Attitude-towards-the-Advertising-Appeal and Post-exposure Attitude-

towards-the-Brand
This section provides conclusions on the relationship between the attitude-towards-the-

advertising appeal (rational or emotional) and the post-exposure attitude-towards-the-
brand based on the beta values of multiple regression analysis for all four product
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categories. This section also provides conclusions on the relationship between attitude-
towards-the-advertising-appeal for commercials with social dimensional appeal and
post-exposure attitude-towards-the-brand based on such beta values. Along the way,
this section also presents whether there is a significant change in the attitude-towards-
the-brand (the mean score) after the ad exposure (as compared to the pre-exposure
attitude-towards-the-brand), on the basis of the paired samples t test for each ad
exposure.
5.7.1 Attitude-towards-the-Advertising-Appeal (Rational or Emotional) and Post-

exposure Attitude-towards-the-Brand
There is a positive relationship between attitude-towards-the-advertising-appeal and

post-exposure attitude-towards-the-brand in case of all emotional appeal commercials –
cars (r = .31; p<.01), smartphones (r = .13, p<.05), life insurance (r = .15, p<.01), and
cellular service (r = .25, p<.01). Seemingly, the respondents have been able to associate
the emotional appeal commercials with the advertised brand better as compared to the
rational appeal commercials. Such associations subsequently result in the purchase
behaviour (Wood, 2012).
Respondents show a significant difference between their pre-exposure attitude-towards-

the-brand and post-exposure attitude-towards-the-brand in the case of commercial with
emotional appeal for cars (Table 4.1.16), life insurance (Table 4.3.7), and cellular
service (Table 4.4.7). In the case of emotional appeal commercial for smartphones,
there is a positive change but not a significant one, though there is a positive
relationship between attitude-towards-the-advertising-appeal and post-exposure
attitude-towards-the-brand. This could be attributed to the fact that the brand advertised
in the commercial with emotional appeal is Lava, a new brand as compared to the other
three (i10, ICICI Prudential, and Idea).
Emotional appeal has been therefore more effective. This defies the finding that
consumers have stable attitudes towards highly familiar brands and therefore a single
advertisement will not be able to bring about any change in their attitude towards such
brands (Stammerjohan et al., 2005). Though, the impact of attitude towards the ad on
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attitude towards the brand weakens over a period of time (Moore and Hutchinson,
1983).
5.7.2 Attitude-towards-the-Advertising-Appeal (Social Dimensional) and Post-

exposure Attitude-towards-the-Brand
Associating a product with a cause has a strong effect on the consumer attitude towards
the brand and purchase intentions (Berger et. al., 1999).
In the case of both the commercials based on social dimensional appeal, there is a
positive relationship between attitude-towards-the-advertising-appeal and post-exposure
attitude-towards-the-brand – Airtel (r = .26, p<.01) and Idea (r = .12, p<.05). Also, there
is a significant difference between the pre-exposure and post-exposure attitude-towards-
the-brand, in the case of both the commercials (Table 4.5.7).
5.8 Pre-exposure Attitude-towards-the-Brand and Attitude-towards-the-

Advertising-Appeal
Based on the beta values of multiple regression analysis for all the product categories
and the ad exposures within, it is concluded that there is a positive relationship between
the pre-exposure attitude-towards-the-brand and attitude-towards-the-advertising-appeal
for all except the smartphone rational appeal commercial where no relationship is
found.
In the case of both the commercials with social dimensional appeal, no such
relationship is found between pre-exposure attitude-towards-the-brand and attitude-
towards-the-advertising-appeal and yet they have been strongly liked by the
respondents.
5.9 Prior-Purchase-Intention and Attitude-towards-the-Advertising-Appeal
The reason why consumers pay attention to advertising is that they are looking for
information that is useful (Aaker and Myers, 1982). Based on the beta values of
multiple regression analysis, it is found that in the case of life insurance, there is a
positive relationship between prior-purchase-intention and attitude-towards-the-
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advertising-appeal for both rational and emotional appeal commercials. In the case of
cars and smartphones, there is a positive relationship between prior-purchase-intention
and attitude-towards-the-advertising-appeal for commercial with rational appeal only.
Stronger the intention to purchase the high-involvement product categories (cars,

smartphones, life insurance) before the ad exposure, stronger would be its relationship
with attitude-towards-the-advertising-appeal for commercials with rational appeal
However, there is also a relationship between prior-purchase-intention and attitude-
towards-the-advertising-appeal for the life insurance commercial with emotional
appeal. This is in consonance with the finding that emotional appeals are used to
provide information that is subjective in nature (Belch and Belch, 1990).
In the case of the Idea commercial with social dimensional appeal (ant-casteism), there
is a positive relationship between prior-purchase-intention and attitude-towards-the-
advertising-appeal. However, no such relationship is observed in the case of Airtel
commercial with anti-war social dimensional appeal. Therefore, respondents may form
a positive relationship between prior-purchase-intention and attitude-towards-the-
advertising-appeal for commercials with social dimensional appeal based on a local or
national cause rather than a global one.
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PART II: RECOMMENDATIONS
This section provides the recommendations for advertisers and marketers across various
consumer goods sectors. The recommendations are derived from the findings of this study
of consumer attitudes towards the advertising appeals used in the television commercials.
The recommendations are aimed at enabling the advertisers to create more effective
advertisements employing the most appropriate advertising appeals. There are a set of
suggestions to the advertisers about how they can select the right appeal on the basis of
the consumer demographic factors, consumer personality traits, and consumer-decision-
making styles.
Recommendations which will help advertisers to create more likeable TV commercials

using rational appeals are presented. Subsequently, there are recommendations on how
the advertisers can establish a positive relationship between attitude-towards-the-
advertising-appeal for rational appeal commercials and post-exposure attitude-towards-
the-brand.
While the recommendations emanate from the survey findings based on the four
product categories – cars, smartphones, life insurance, and cellular service – there is a
scope of generalizability with respect to them.
The results related to the social dimensional appeals are encouraging and there are
recommendations to the advertisers regarding the circumstances in which they can
adopt such appeals in their advertising strategies in order to get more positive responses
from the consumers in terms of attitude-towards-the-advertising-appeal and also post-
exposure attitude-towards-the-brand.
5.10 Leveraging the Attitude-towards-the-Advertising-Appeal
In all of the ad exposures, the attitude-towards-the-advertising-appeal for commercials

with emotional appeal is either as strong as or stronger than the attitude-towards-the-
advertising-appeal for commercials with rational appeal. This suggests that either the
rational appeals used in the commercials are not very effective or they are not executed
in the desired way.
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5.10.1 Making the Rational Appeals More Likable
Make the Commercial More Creative
It is not only emotional appeals, which have to be executed creatively. Rational appeals
too have to be presented using novelty. While rational appeals are based on addressing
the utilitarian needs of the consumers, a television commercial with such an appeal
must present them in a way that makes the commercial not only interesting but also
informative, believable and trustworthy. What makes it challenging for the advertisers
is drawing the attention of consumers. Creativity is creating an advertisement that
digresses from the central message and yet conveys the message (Smith and Yang,
2004). Such creativity can help the advertisers overcome such challenges. A highly
creative commercial will immediately draw the consumers‟ attention. The advertisement
must have newness in its execution and its message must be of use to the consumer
(Smith, Chen, and Yang, 2008).
More than One Commercial at a Time with Rational Appeal
In order to make rational advertising appeals more effective, the advertisers must first
conduct a research on the various audience segments that are being targeted. It is
difficult to communicate every detail about the product and meet all the expectations of
all the consumers in a 30 to 60 second commercial. A possible solution to this problem
is airing more than one commercial at a time and communicating different aspects
about the product in each one of them, if the advertisers are not doing so at present. For
the purpose, advertisers may use many other rational motives, like efficiency,
performance, favourable price, news, etc. This approach, to a large extent, may
positively affect the consumers‟ attitude towards most of the advertisements for the
brand, including the ones with emotional or social dimensional appeals, if any, as the
understanding about the brand will be better.
Specificity of Information in the Commercial with Rational Appeal
Television is a convenient and flexible advertising medium, owing to its widespread

popularity and the ease with which a message can reach millions of viewers nationally
and internationally. It is recommended that advertisers provide specific information
addressing the concerns of the consumers. For example, while the Max New York Life
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commercial communicates about the honesty of the company‟s representative, it fails to

make any mention about how the policy features are better than those of the other
brands and in what ways the consumers would benefit if they buy a policy. Similarly,
the Airtel Money commercial does not tell the viewers how the service – transferring
money – actually works. Alternatively, the advertisers should launch more commercials
to communicate more information, as mentioned in the previous point.
Clarity of Information in the Commercial with Rational Appeal
The Nokia X commercial informs about an ongoing social media campaign on a new
feature in the phone, and an incentive to meet the celebrity endorser. The information
about the feature is hurriedly communicated by the endorser and may not be understood
well by the audience. Hence, advertisers should realise that a very important element in
any rational appeal commercial that contributes the most to the formation of a
favourable attitude-towards-the-advertising-appeal and therefore the brand is the
information in it. There must be sufficient clarity in the communication so that the
message can be comprehended by the audience as intended.
5.10.2 Leveraging the Favourable Attitude towards the Other Appeals
Using Emotional Appeals More Frequently
In many product categories, competing brands are at par with one another with regard
to product features, performance, pricing and other objective attributes. Thus, there
may be a limited scope for a brand to differentiate itself on the basis of a rational
appeal. Further, as per the findings of this study, the respondents develop a more
positive attitude-towards-the-advertising-appeal for emotional appeal commercials. It is
recommended to the advertisers of cars, smartphones, life insurance, and cellular
service and many other similar product and service categories, that while they may also
bring about improvisations in their rational appeal campaigns as mentioned above, they
may continue to air or explore the use of commercials based on emotional appeals such
as joy, excitement, security, and achievement more frequently. Advertisers may
implement the findings of this study to television advertising for other products and
services of similar nature (e.g. luxury watches, sports-utility-vehicles, DTH, travel,
among others) and may receive equally favourable response from emotional appeals.
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Using Social Dimensional Appeals
The study has empirically demonstrated that commercials for cellular service based on
social dimensional appeal are strongly liked by the respondents. The Idea commercial
with such an appeal is the most liked among all of ten commercials. While the study on
the social dimensional appeal is related to cellular service, it is suggested that
advertisers of other categories may also consider employing a social dimensional
appeal, though in a carefully considered manner. The social issue taken up should have
a fit with the product category and should be of contemporary relevance to the target
audience. While such advertising may have underlying economic objectives, the social
impact should be understood independent of the motivations for such efforts (Wood,
1991). Caution also needs to be exercised in the creative approach and message
execution so that the communication is not perceived as manipulative.
5.11 The Appeal-Demographic Match
On the basis of the findings of the study, the following recommendations to the
advertisers with respect to the select demographic factors are presented:
5.11.1 Gender and the Selection of Appeal
In the case of the emotional appeal based on security for life insurance, the male
respondents do not form the attitude-towards-the-advertising-appeal as positive as that
of the female respondents. Advertisers need to equally motivate the male consumers
through their advertising as they have a major role to play in making a decision to buy
life insurance.
In the case of the emotional appeal based on achievement for cellular service too, the
female respondents form the attitude-towards-the-advertising-appeal stronger than that
of the male respondents. Advertising appeals like women‟s achievement and
empowerment could be used more frequently by the advertisers of cellular service in
order to reach out to this audience. Moreover, advertisers of brands in other product
categories, who wish to target female segments, may also get better response using such
an appeal or other appeals based on accomplishment, success, self-development,
contributing, careers, etc.
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Male respondents form a more positive attitude-towards-the-advertising-appeal for social

dimensional appeal commercials. Though the results of this study are related to cellular
service only, advertisers of other product categories may also find such an appeal more
effective when targeting a male audience. However, this finding could also be because of
the type of cause used in the advertisements. Research aimed at gaining consumer
insights may point to causes, which may appeal more to the female audiences.
5.11.2 Target Group’s Age and the Selection of Appeal
As per the findings of the study, respondents in the older age segments report over all
less favourable attitude-towards-the-advertising-appeal as compared to the younger
respondents. The reason, however, may not be any dislike for any appeal by the
consumers in higher age groups. It is more likely that the execution style and its focus
on the younger audiences in the commercials do not make them feel that the advertiser
is speaking to them. Advertisers may want to clearly identify the target audience for
each advertising campaign. Where brands may have to attract consumers across
different age segments, advertisers could consider developing different ad campaigns
appealing to different segments. Therefore, the advertisers must portray the characters
playing the lead role in the commercials as those belonging to the higher age groups.
Such an execution should generate a positive relationship between age and television
advertising based on rational or emotional appeals.
However, there is a positive relationship between age and social dimensional appeal.
This may be another way to enable the consumers in higher age groups to form a
favourable response to television advertising.
5.11.3 Education and the Selection of Appeal
Though the study finds an inverse relationship between education and attitude-towards-
the-advertising-appeal in the case of rational appeal commercials, in general, it also
finds that this relationship turns positive if there is information about a special feature
that requires knowledge-based cognitive processing, like in the case of the Nokia X
217
commercial. Therefore, advertisers targeting more educated consumers with rational

appeal may want to include cues that trigger strong cognitions.
With respect to the social dimensional appeals, more educated an individual, stronger
would be his or her liking for such appeals. Advertisers targeting progressive and
educated consumers should use such appeals that are related to causes which research
indicates would appeal to them.
5.11.4 Income and the Selection of Appeal
There is a negative relationship between income and attitude-towards-the-advertising-

appeal in the case of emotional appeal commercials for products. However, no
relationship is found between the two in the case of services. As per the findings of this
study, the emotional appeal commercial for cars is about a small car and so may not
appeal much to the high-income-group consumers. The emotional appeal commercial
on smartphones is about a new and comparatively lower priced brand in the market and
such consumers, who may want to buy a brand with a premium image, may not have a
very positive attitude towards it and its advertising. Here, a better approach would be to
use rational appeals, which could convey why a low-priced mobile phone may also
appeal to the consumers in the higher income groups, or why a small car may appeal to
the younger members of high income households too.
There is no relationship found between income and attitude-towards-the-advertising-

appeal with social dimensional appeal commercials, as per this study.
5.12 The Appeal-Personality Match
The advertisers should conduct market research studies to gain insights into the
personality traits associated with their target consumers, and then reach them with
appeals best suited as per these personality traits. Based on the findings of this study,
certain guidelines are presented below in this regard.
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5.12.1 Extraverted Consumers and the Selection of Appeal
This study indicates a positive relationship between extraversion and attitude-towards-

the-advertising-appeal for emotional appeal commercials. If advertisers find their
brands are likely to appeal to consumers who are outgoing and social, they are
recommended to select appeals that are emotional, especially those, which are based on
bold themes, are assertive (Goldberg, 1992) and which motivate them to express
opinions (Raymark, Schmit, and Guion, 1997). Appeals based on adventure, bravery,
thrill may also work well for such consumers. On the other hand, consumers low on the
extraversion scale could be targeted using appeals based on modesty, innocence,
reticence, shyness, etc.
5.12.2 Conscientious Consumers and the Selection of Appeal
There is a positive relationship between conscientiousness and attitude-towards-the-

advertising-appeal for rational appeal commercials. If advertisers deal in brands that are
likely to appeal to such consumers in their target market, they must create commercials that
are not only informative but also trustworthy. Such commercials must have the details,
comparisons, and cues that enable good evaluation by these consumers. Conscientious
consumers may also appreciate two-sided advertisements, which convey pros and cons of
the advertised product. Advertisers, especially those who deal in utilitarian products, could
adopt such message strategies for a possible positive response from these consumers.
5.12.3 Emotionally Stable Consumers and the Selection of Appeal
There is a positive relationship between emotional stability and attitude-towards-the-

advertising-appeal for rational appeal commercials. Advertisers may target emotionally
stable consumers with such appeals and if at all emotional appeal is to be used, either a
celebrity endorser or a humorous execution style could be used along, as these minimise
the negative effect of emotional appeals, if any, for such consumers.
5.12.4 Agreeable Consumers and the Selection of Appeal
There is a positive relationship between agreeableness and social dimensional appeals.

Such appeals give these individuals a sense of solidarity with a cause. Therefore,
219
advertisers dealing in cellular service and such product categories, who have agreeable
consumers in their audience, are suggested to use social causes in their advertising for
brand building purposes. However, the selection of a social cause should be based on
the right fit with the target consumers. The advertisers are suggested to conduct a
detailed research in this area before they decide to adopt such appeals in their
advertising strategy.
5.12.5 Open-to-experience Consumers and the Selection of Appeal
There is a positive relationship between openness-to-experience and social

dimensional appeal. Consumers high on openness-to-experience scale are attentive to
their feelings and like variety. Advertisements with social dimensional appeals may
elicit positive feelings of these individuals and hence a positive relationship may be
formed between openness-to-experience and the attitude-towards-the-advertising-
appeal. Fresh and innovative execution styles should be used for these variety-liking
individuals.
5.13 The Appeal-Consumer Decision Making Style Match
Segmenting markets on the basis of consumer decision-making styles and identifying

the styles, if any, majorly used by the target consumers, can also provide directions to
advertisers regarding the appropriate advertising appeal and message execution to be
used. The following sections provide some guidelines to advertisers in this regard. After
segmenting the market on the basis of the following styles, the advertisers must bring
about a change in their appeals to target their consumers as mentioned.
5.13.1 Perfectionistic Consumers and the Selection of Appeal
Perfectionisitic consumers look forward to buying high quality products and advertisers
targeting them must build a premium image of the products through rational appeals.
One of the best approaches would be highlighting the special features of the product
used by an upwardly mobile character or endorsed by a celebrity. Another way could be
to compare the features with those of the other competing brands in the market. There is
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a positive relationship between perfectionism and attitude-towards-the-advertising-

appeal for rational appeal commercials for consumer goods. Rational advertising
appeals, which effectively communicate that the brand is expensive, valuable, luxurious,
and priceless, should form a positive relationship with perfectionism.
5.13.2 Brand Conscious Consumers and the Selection of Appeal

advertising-appeal for rational appeal commercials. Brand conscious consumers prefer
to buy highly advertised, best-selling, high-priced, and national-level brands. These
consumers tend to associate a well-known brand with superior quality and use price as a
surrogate indicator of product quality. At the same time, they look for information on
such brands. Therefore, advertisers dealing in such products must increase their chances
of targeting these consumers appropriately by using rational appeals that inform them
about the superior features and quality of the brand.

advertising-appeal for social dimensional appeal commercials too. Association of a
brand with such appeals builds a strong brand image, and brand conscious consumers
like to buy such products. The advertisers may use social dimensional appeals, which
are related to national-level issues, if the consumers are not able to relate well to the
global causes.
5.13.3 Price-value Conscious Consumers and the Selection of Appeal
There is a negative relationship between price-value consciousness and attitude-

towards-the-advertising-appeal for emotional appeal commercials. Price-value conscious
consumers will appreciate advertisements only if they communicate about high value
for money. Therefore, it is recommended to the advertisers that they communicate
sufficient amount of information related to the brand‟s price-value relationship and how
the brand offers superior benefits for the costs incurred by the consumer. Rational
appeals involving information on the brand‟s competitive pricing, discount, offers, etc.
may be used to reach out to this segment of customers.
221
5.13.4 Impulsive Consumers and the Selection of Appeal
There is a positive relationship between the impulsive decision-making style and

attitude-towards-the-advertising-appeal for emotional appeal commercials. Such
consumers tend to buy on the spur of the moment. Impulsive buyers tend to be
motivated by a desire for immediate self-gratification. Advertisements, which generate
such desire in them are more successful in targeting these consumers. Emotional
appeals like joy, excitement, security, and achievement, arousal/stimulation, nostalgia,
etc. will be very effective in targeting impulsive buyers. Advertisers should use
emotional appeals which would show how buying and using their product will bring a
change in them or their lives and how such a change will be of immense psychological
value to them.
5.13.5 Confused by Overchoice Consumers and the Selection of Appeal
There is a positive relationship between confusion by overchoice and attitude-towards-

the-advertising-appeal for emotional appeal commercials with a celebrity endorser.
These consumers are not able to decide which brand to buy and a celebrity endorser can
instil a sense of conviction in them about the brand endorsed by him or her. So the
suggestion is to create commercials with an emotional appeal using a celebrity endorser,
which elicit strong positive feelings and convey subjective information about the brand.
5.13.6 Recreational-Shopping Conscious Consumers and the Selection of Appeal
There is a positive relationship between recreational-shopping consciousness and

attitude-towards-the-advertising-appeal for emotional appeal commercials based on the
shopping experience. Such consumers enjoy shopping and can be best motivated with
advertisements that communicate and highlight the joys of shopping as an activity, with
emotional appeal. Therefore, advertisers should relate the brand in the advertisement to
the joys of its purchasing process. Stores with high brand image can communicate about
the pleasant shopping experience of customers who visit them by highlighting easy
browsing of products or how warmly the customers are attended to.
222
5.14 Establishing a Positive Relationship between Attitude-towards-the-

Advertising-Appeal and Post-exposure Attitude-towards-the- Brand
There is a positive relationship between attitude-towards-the-advertising-appeal for

emotional appeal commercials and post-exposure attitude-towards-the-brand. Unless
the brand is new in the market, the first exposure to a commercial with emotional
appeal is able to increase the attitude-towards-the-brand, though that may be only for a
short period of time. Advertisers dealing in product categories – cars, smartphones, life
insurance, cellular service – and other categories of similar nature may use emotional
appeals to bring about a positive relationship between attitude-towards-the-advertising-
appeal and post-exposure attitude-towards-the-brand. However, the emotional appeal
should receive a favourable response from the consumers for them to form a more
positive post-exposure attitude-towards-the-brand.
As per the findings of this study, there may not be a relationship between attitude-
towards-the-advertising-appeal for rational appeal commercials and post-exposure
attitude-towards-the-brand even when the rational appeal receives such a favourable
response. Though as explained earlier, such an attitude-towards-the-advertising-appeal for
rational appeal commercials may not be more favourable than that for the emotional
appeal commercials. This only means that while advertisers may be able to create rational
appeal commercials liked by consumers, these commercials may not able to bring about a
positive change in the consumers‟ attitude-towards-the-brand. Such an advertisement may
not be able to meet the advertising objectives of the advertiser in the long run.
5.14.1 Rational Appeal and Post-exposure Attitude-towards-the-Brand
The following approaches may deliver positive results for commercials with rational
appeals as well.
Establishing the Right Message-Brand Connect
At times, consumers are not able to establish a connect between the ad message and the
advertised brand, and such a situation is more likely to happen when the credibility of
the rational appeal commercial is questionable. Consumers, in such a case, may still like
223
the advertisement for its execution style, but the classical conditioning, which can result
in a higher post exposure attitude-towards-the-brand, does not occur. Therefore, the
message strategy should be such that is able to form a natural association with the
brand. For instance, in the case of a car (Tata Manza commercial used in this study), the
message strategy in the rational appeal commercial should not only form a positive
attitude-towards-the-advertising-appeal, it should go further and help the consumer
understand how the positive aspects communicated about the car in the commercial will
eventually benefit him or her as a consumer.
Using the Right Peripheral Cue
While most advertisements with rational appeal today have peripheral cues in them to
enable processing in low-involvement situations, the advertisers must relook into the
type of cue they use for such advertisements. Peripheral cues should not cause any
hindrance to the consumers in their information processing during high-involvement
situations, as there can be consumers in the market who could be both highly motivated
and have the ability to process the information. For example, using a celebrity endorser
in a rational appeal commercial (Nokia X commercial in this study), which communicates
about a new and special feature in a phone may not work well for some advertisers. The
presence of the celebrity may overshadow the central cues conveyed through the
commercial and as a result, the commercial may not be able to develop a positive
consumer attitude-towards-the-brand.
Using the Right Execution Style
Execution style is the manner in which an appeal is presented. Slice-of-life execution

(problem-solution approach), as is used in the Airtel Money rational appeal commercial,
could be effective only when the commercial does not lose focus on the central cues or
product-centric elements. A viewer of such a commercial should be able to form
cognitive responses related to the brand and not the slice-of-life execution in the
commercial. In other words, the consumer should be able to transfer his or her liking for
the commercial to the advertised brand itself. The execution styles in two emotional
appeal commercials used in this study are humour (Idea commercial) and male-female
224
intimacy (Lava commercial). In the case of both of these commercials, there is a positive
relationship between the attitude-towards-the-advertising-appeal and the post-exposure
attitude-towards the brand. Advertisers of cellular service, smartphones and other related
product categories may try these styles for their rational appeal commercials too. They
may be able to form a positive consumer attitude-towards-the-brand.
Using Market Research to Gain Consumer Insights
Only regular conduct of research studies could keep the marketing managers well
informed about the changes happening in the consumer environment. Moreover, India
is a country in which more than 50 percent of the population is below 25 years of age.
In general, these consumers may be less brand loyal, more impulsive, and confused by
overchoice. It is only through proper research that the advertisers would know how they
could target these consumers with their campaigns based on rational appeal and help
them form enduring brand cognitions and brand attitudes. Having said as much,
consumers in higher age groups are as important and should be targeted differently as
mentioned earlier.
5.14.2 Emotional Appeal and Post-exposure Attitude-towards-the-Brand
As per the findings of this study, there is a positive relationship between the attitude-
towards-the-advertising-appeal for the commercials with emotional appeal and the post-
exposure attitude-towards-the-brand in the case of product categories cars, smartphones,
life insurance and cellular service. The recommendations are as follows:
The Right Emotional Appeal and Post-exposure Attitude-towards-the-Brand
As per the findings of this study, all four emotional appeals – based on joy, excitement,
security, and achievement – are effective with respect to forming favourable attitude-
towards-the-advertising-appeal and a positive relationship between such attitude-
towards-the-advertising-appeal and the post-exposure attitude-towards-the-brand. The
advertisers dealing in the product categories used in this study may benefit by adopting
such appeals in their advertising strategies. However, the next two points should also be
considered before taking such a decision.
225
Celebrity Endorser and Post-exposure Attitude-towards-the-Brand
The combination of emotional appeal and a celebrity endorser results in a positive

attitude-towards-the-advertising-appeal and a positive relationship between the attitude-
towards-the-advertising-appeal and post-exposure attitude-towards-the-brand.
Advertisers dealing in cars, life insurance and related product categories may benefit if
they implement such a combination in their advertising strategy for these product
categories.
Humorous Execution Style and Post-exposure Attitude-towards-the-Brand
Humour works well with emotional appeals, especially for product categories where the
consumer-involvement is not expected to be high during information processing. It may
be a very effective approach to develop a positive attitude-towards-the-advertising-
appeal and a strong positive relationship between attitude-towards-the-advertising-
appeal and the post-exposure attitude-towards-the-brand. However, advertisers should
be careful when using this style in the case of product categories such as life insurance.
5.14.3 Social Dimensional Appeal and Post-exposure Attitude-towards-the-Brand
As per the findings of this study, social dimensional appeals receive a highly favourable
response from the consumers. The reason could be the fresh approach in promoting a
brand, even if it may not have anything to do with the social cause used in the
advertising. The viewer of a commercial based on a social dimensional appeal holds the
advertised brand in high esteem as it relates itself to a cause. The consumers, probably,
also develop a positive opinion about the advertiser as they do about the advertised
brand. Therefore, such appeals may also work effectively for the purpose of corporate
branding.
India is a country with many social issues and problems. This could be a great
opportunity for the advertisers to adopt one or more of these issues and benefit
themselves and the society, though only after conducting a proper research.
226
LIMITATIONS
There is a geographic limitation in the study as the data was collected in the National
Capital Territory of Delhi only. The non-probability sampling methods used in the
study affect the generalizability of the survey findings.
Given its cross-sectional design, the study has not been able to examine the impact of
multiple exposures on attitude-towards-the-advertising-appeal and on the attitude-
towards-the-brand. Moreover, the consumer-involvement of respondents during the
data collection has been considered as high since they were requested to view the TV
commercial and thus were bound to devote a large part of their sensory resources to
these commercials. This may not always be the case when consumers are exposed to
the TV commercials in normal settings.
The study did not take into account the concept of low- and high-involvement product
categories. Moreover, the study is based on only four of the ten most advertised product
categories on television. The findings may vary if more product categories are included
in the survey.
227
DIRECTIONS FOR FUTURE RESEARCH
The effect of multiple exposures on the attitude-towards-the-advertising-appeal and

post-exposure attitude-towards-the-brand as well as purchase intention and actual
purchase behaviour can be studied using a longitudinal research design. Alternatively
a simulated store setting could be employed to study the impact of advertisements
using different appeals on consumer purchase decisions.
The relationship between advertising appeal and execution style can be examined in
more detail across different product categories and target audiences. The role of
consumer-involvement in the formation of consumer responses to various types of
advertising appeals and execution styles can also be examined in detail.
With the increase in consumer concern about the environment and various social
issues, advertising with social dimension is gaining ground in India. More study is
required, especially in the context of Indian social environment and the problems
within. More social issues could be adopted for the purpose of advertising and that will
have a dual impact – a positive attitude towards the advertised brand, and an increase in
the awareness about the cause for the benefit of the society.
228
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Appendices
Appendix 1
Questionnaire
Dear Respondent,
Thank you for agreeing to participate in this study of “Consumer Attitudes towards Advertising
Appeals Used in Television Commercials” for academic purpose. You are requested to answer
Q1 to Q7 before viewing the television commercial (TVC No. ____) and Q8 to Q14 after
viewing it as per the instructions. There is no right or wrong answer.
PRE-EXPOSURE
Q1. Do you use or own (or are you considering to buy in the near future)
______________________?
(1) Yes (2) No | TERMINATE INTERVIEW IF (2)
For all questions, tick an option
Q2. Your gender: (1) Male(2) Female
Q3. Your age (in years): (1) 21 to 30 (2) 31 to 40 (3) 41 to 50 (4) 51 to 60
(5) Other | TERMINATE INTERVIEW IF (5)
Q4. Your education: (1) Undergraduate (2) Graduate (3) Post-graduate & Higher
Q5. Your annual household income: (1) Rs 3.5 – 6 lakh (2) Rs 6 – 8.5 lakh (3) Rs 8.5 – 11 lakh
(4) Rs 11 – 13.5 lakh (5) Rs 13.5 – 16 lakh (6) 16 – 18.5 lakh (7) Other
| TERMINATE INTERVIEW IF (7)
Q6. Indicate how much you like the brand ______________
Bad 1 2 3 4 5 Good
Dislike 1 2 3 4 5 Like
Unpleasant 1 2 3 4 5 Pleasant
Poor quality 1 2 3 4 5 High quality
Q7. Indicate your intentions to purchase a brand in this product category:
Unlikely 1 2 3 4 5 Likely
Impossible 1 2 3 4 5 Possible
Improbable 1 2 3 4 5 Probable
POST-EXPOSURE
Q8. Have you viewed this TV commercial before?
(1) Yes (2) No (3) Not sure | TERMINATE INTERVIEW IF (1) or (3)
261
Appendices
Q9. Indicate how well the word/(s) describe/(s) this TV commercial:
Unbelievable 1 2 3 4 5 Believable
Not credible 1 2 3 4 5 Credible
Not trustworthy 1 2 3 4 5 Trustworthy
Unreliable 1 2 3 4 5 Reliable
Undependable 1 2 3 4 5 Dependable
Not rational 1 2 3 4 5 Rational
Not informative 1 2 3 4 5 Informative
Does not deal with facts 1 2 3 4 5 Deals with facts
Not knowledgeable 1 2 3 4 5 Knowledgeable
Q10. Indicate how much you felt each of these feelings after viewing this TV commercial. [1=not
at all; 5=very strongly, unless otherwise indicated]
A.
Amused 1 2 3 4 5
Attentive 1 2 3 4 5
Cheerful 1 2 3 4 5
Confident 1 2 3 4 5
Elated 1 2 3 4 5
Happy 1 2 3 4 5
Humorous 1 2 3 4 5
Interested 1 2 3 4 5
Joyous 1 2 3 4 5
Playful 1 2 3 4 5
Satisfied 1 2 3 4 5
Stimulated 1 2 3 4 5
B.
Bored 1 2 3 4 5
Critical 1 2 3 4 5
Defiant 1 2 3 4 5
Depressed 1 2 3 4 5
Disgusted 1 2 3 4 5
Disinterested 1 2 3 4 5
Dubious 1 2 3 4 5
Dull 1 2 3 4 5
Offended 1 2 3 4 5
Regretful 1 2 3 4 5
Sad 1 2 3 4 5
Skeptical 1 2 3 4 5
Suspicious 1 2 3 4 5
C.
Affectionate 1 2 3 4 5
Calm 1 2 3 4 5
Contemplative 1 2 3 4 5
Concerned 1 2 3 4 5
Emotional 1 2 3 4 5
Moved 1 2 3 4 5
Peaceful 1 2 3 4 5
Pensive 1 2 3 4 5
Sentimental 1 2 3 4 5
Warm-hearted 1 2 3 4 5
262
Appendices
Q11. Indicate the extent to which you like this TV commercial:

Bad 1 2 3 4 5 Good
Irritating 1 2 3 4 5 Not irritating
Uninteresting 1 2 3 4 5 Interesting
Q12. Indicate how much you like this brand

Bad 1 2 3 4 5 Good
Unpleasant 1 2 3 4 5 Pleasant
Poor quality 1 2 3 4 5 High quality
Q13. Indicate the extent to which you may agree or disagree [1=Strongly disagree; 2=Disagree;
3=Neither disagree nor agree; 4=Agree; 5=Strongly Agree, unless indicated otherwise]
I see myself as:

Extraverted, enthusiastic
1 2 3 4 5
Critical, quarrelsome
1 2 3 4 5
Dependable, self-disciplined
1 2 3 4 5
Anxious, easily upset
1 2 3 4 5
Open to new experiences, complex
1 2 3 4 5
Reserved, quiet
1 2 3 4 5
Sympathetic, warm
1 2 3 4 5
Disorganized, careless
1 2 3 4 5
Calm, emotionally stable
1 2 3 4 5
Conventional, uncreative
1 2 3 4 5
Q14. Indicate the extent to which you may agree or disagree [1=Strongly disagree; 2=Disagree;
3=Neither disagree nor agree; 4=Agree; 5=Strongly Agree, unless indicated otherwise]
A.
Getting very good quality is very important to me
1 2 3 4 5
When it comes to purchasing products, I try to get the very best or perfect choice
1 2 3 4 5
In general, I usually try to buy the best overall quality
1 2 3 4 5
I make a special effort to choose the very best quality products
1 2 3 4 5
*Ireally don’t give my purchases much thought or care
1 2 3 4 5
My standards and expectations for products I buy are very high
1 2 3 4 5
*I shop quickly, buying the first product or brand I find that seems good enough
1 2 3 4 5
263
Appendices
B.
The well-known national brands are for me
1 2 3 4 5
The more expensive brands are usually my choices
1 2 3 4 5
The higher the price of the product, the better the quality
1 2 3 4 5
Nice department and specialty stores offer me the best products
1 2 3 4 5
I prefer buying the best selling brands
1 2 3 4 5
The most advertised brands are usually very good choices
1 2 3 4 5
C.
I usually have one or more outfits of the very newest style
1 2 3 4 5
I keep my wardrobe up-to-date with the changing fashions
1 2 3 4 5
Fashionable, attractive styling is very important to me
1 2 3 4 5
To get variety, I shop different stores and choose different brands
1 2 3 4 5
It’s fun to buy something new and exciting
1 2 3 4 5
D.
*Shopping is not a pleasant activity to me
1 2 3 4 5
Going shopping is one of the enjoyable activities of my life
1 2 3 4 5
*Shopping at the stores wastes my time
1 2 3 4 5
I enjoy shopping just for the fun of it
1 2 3 4 5
E.
I buy as much as possible at the sale prices
1 2 3 4 5
The lowest price products are usually my choice
1 2 3 4 5
I look carefully to find the best value for the money
1 2 3 4 5
F.
I should plan my shopping more carefully than I do
1 2 3 4 5
I am impulsive when purchasing
1 2 3 4 5
*I take the time to shop carefully for the best buys
1 2 3 4 5
*I carefully watch how much I spend
1 2 3 4 5
264
Appendices
G.
Sometimes it’s hard to choose which stores to shop
1 2 3 4 5
The more I learn about products, the harder it seems to choose the best
1 2 3 4 5
All the information I get on different products confuses me
1 2 3 4 5
H.
I have favorite brands I buy over and over
1 2 3 4 5
Once I find a product or brand I like, I stick with it
1 2 3 4 5
*I change brands I buy regularly
1 2 3 4 5
Thank you for your cooperation and time!
Ajeet Sharma
Research Scholar
265
Appendices
Appendix 2
Television Commercials (TVC) Shown to the Respondents
TVC1: Tata Manza
TVC2: Hyundai Next Gen i10
TVC3: Nokia X
266
Appendices
TVC4: Lava Iris X1
TVC5: Max New York Life
TVC6: ICICI Prudential Life
267
Appendices
TVC7: Airtel Money
TVC8: Idea Cellular
TVC9: Airtel
268
Appendices
TVC10: Idea Cellular
269
Appendices
AJEET SHARMA
Qualification
Two-year Full Time PGDBM (Post Graduate Diploma in Business Management) in
Marketing from Centre for Management Development, Modinagar, Distt. Ghaziabad
(1997-99)
Teaching Experience
July 2011 – Till date: Asst Professor, Marketing, Amity International Business
School, Amity University, Noida
July 2007 – July 2011: Asst Professor, Marketing, IILM Graduate School of
Management, Greater Noida
Industry Experience (1999 to 2007)

Worked as a marketing professional with organisations like Binary Semantics Ltd,
Gurgaon; Ebix India Pvt. Ltd, Noida; Jaypee‟s JIL Information Technology Ltd.,
Sahibabad.
Publications
Handa, Meenakshi, Pandit, Ajay, and Sharma, Ajeet (2016). Effect of Consumer
Decision-making Styles on Attitude towards the Ad. Drishtikon: A Management
Journal, 8 (1), (Sep-Mar), 66-86
Sharma, Ajeet (2016). The Big Five Personality Factors and Attitude toward the Ad of
Consumers in India. Journal of Marketing and Communication, 12 (1), (Jan-Apr), 26-
44
Personal Details
Date of Birth : 9 November 1971
Father‟s Name : Mr K.L. Sharma
Contact Details : B-202, Mansara Apartments, Vasundhara Enclave
Delhi-110096
Email: ajeetsharma@yahoo.com; Mobile: 9810897404
270

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A STUDY OF CONSUMER ATTITUDES TOWARDS

ADVERTISING APPEALS USED IN TELEVISION

Under the Supervision of

Dr. MEENAKSHI HANDA Dr. AJAY PANDIT

UNIVERSITY SCHOOL OF MANAGEMENT STUDIES

Dr. MEENAKSHI HANDA Dr. AJAY PANDIT

Prof. (Dr.) SANJIV MITTAL

I would like to express my deepest gratitude to my Supervisor, Prof. Meenakshi

I am sincerely grateful to my Joint Supervisor, Prof. (Retd,) Ajay Pandit, Faculty of

My special thanks to Prof Sanjiv Mittal, Dean, University School of Management

The study finds significant relationships between respondents‟ decision-making styles

There is a positive relationship between attitude towards the emotional or social

List of Tables i-viii

Chapter 1: Introduction to the Study 1

Chapter 2: Review of Literature 12

Chapter 3: Hypotheses and Research Methodology 44

Chapter 4: Survey Findings 73

Chapter 5: Conclusions and Recommendations 188

Part II: Recommendations 213

Directions for Future Research 228

Table No. Table Title Page No.

2.1 Pollay's Advertising Appeals (1983) 18

3.1 Television commercials shown to the respondents 59

3.2 Districts in the National Capital Territory of Delhi and the 62

3.3 Respondents Profile on the Basis of Gender, Age, Education and 66

4.1.1 Cars – Judgements-about-the-ad: Factor Analysis 74

4.1.2 Cars – Judgements-about-the-ad: Reliability Scores 75

4.1.3 Cars – Judgements-about-the-ad: Descriptive Statistics 75

4.1.4 Cars – Feelings-from-the-ad: Factor Analysis 76

4.1.5 Cars – Feelings-from-the-ad: Reliability Scores 77

4.1.6 Cars – Feelings-from-the-ad: Descriptive Statistics 77

4.1.7 Cars – Judgements-about-the-ad and Feelings-from-the-ad: 78

4.1.8 Cars – Attitude-towards-the-advertising-appeal: Reliability Score 79

4.1.9 Cars – Attitude-towards-the-advertising-appeal: Descriptive 79

4.1.10 Cars – Personality Traits: Reliability Scores 80

4.1.11 Cars – Personality Traits: Descriptive Statistics 80

4.1.12 Cars – Consumer Decision-making Styles: Factor Analysis 82

4.1.13 Cars – Consumer Decision-making Styles: Reliability Scores 85

4.1.14 Cars – Consumer Decision-making Styles: Descriptive Statistics 85

4.1.15 Cars – Post-exposure Attitude-towards-the-brand: Reliability 86

4.1.16 Cars – Pre-exposure and Post-exposure Attitude-towards-the- 86

4.1.17 Cars – Prior-purchase-intention: Reliability Score and Descriptive 87

4.1.18 Cars – Gender-wise Attitude-towards-the-advertising-appeal: 88

4.1.19 Cars – Age-wise Attitude-towards-the-advertising-appeal: 89

4.1.20 Cars – Education-wise Attitude-towards-the-advertising-appeal: 89

4.1.21 Cars – Income-wise Attitude-towards-the-advertising-appeal: 90

4.1.22 Cars – Attitude-towards-the-advertising-appeal (Rational) and the 92

4.1.23 Cars – Attitude-towards-the-advertising-appeal (Rational) and the 93

4.1.24 Cars – Attitude-towards-the-advertising-appeal (Rational) and the 94

4.1.25 Cars – Attitude-towards-the-advertising-appeal (Rational) and the 95

4.1.26 Cars – Attitude-towards-the-advertising-appeal (Emotional) and 97

4.1.27 Cars – Attitude-towards-the-advertising-appeal (Emotional) and 98

4.1.28 Cars – Attitude-towards-the-advertising-appeal (Emotional) and 99

4.1.29 Cars – Attitude-towards-the-advertising-appeal (Emotional) and 100

4.1.30 Cars - Attitude-towards-the-advertising-appeal (Rational) and 101

4.1.31 Cars – Attitude-towards-the-advertising-appeal (Emotional) and 102

4.2.1 Smartphones – Judgements-about-the-ad: Descriptive Statistics 105

4.2.2 Smartphones – Feelings-from-the-ad: Descriptive Statistics 105

4.2.3 Smartphones – Judgements-about-the-ad and Feelings-from-the- 106

4.2.4 Smartphones – Attitude-towards-the-advertising-appeal: Descriptive 107

4.2.5 Smartphones – Personality Traits: Descriptive Statistics 107

4.2.6 Smartphones – Consumer Decision-making Styles: Descriptive 108

4.2.7 Smartphones – Pre- and Post-exposure Attitude-towards-the- 108

4.2.8 Smartphones – Prior-purchase-intention: Descriptive Statistics 108