Impact of advertising strategies on the

cognitive and behavioral component of

attitude of women consumers
Harminderjit Kaur and Bikramjit Singh Hundal

Abstract Harminderjit Kaur is

Purpose – The purpose of this paper is to cover the gap from the previous literature with regard to the based at University
cognitive and the behavioural component of attitude of consumers. The literature was scant in Business School, Guru
examining the influence of the mostly used traits on the purchase behaviour and the switching behaviour Nanak Dev University,
of consumers. Therefore, this research paper examines the impact of different marketing strategies Amritsar, India.
used by the advertisers on the components of the attitude of the consumers. Bikramjit Singh Hundal is
Design/methodology/approach – First, the perception of the consumers towards the traits was based at Guru Nanak
measured by the factor analysis approach. Second, the impact of the traits on the purchase behaviour
Dev University, Amritsar,
of consumers was scrutinized using regression analysis, and then descriptive statistics approach was
India.
used to analyse the switching behaviour and the most important tactic used in the advertisement.
Findings – The results indicate that repeated exposure, comparison of products and sexual appeals
has a significant impact on the mind of consumers which determines the influence of advertising tactics.
Further, the results evaluated that information, pricing element, image of company and sexual appeal
are the other important traits influencing the cognitive attitude of consumers. The consumers switch to
the advertised products which indicate the behavioural change with the impact of advertisement.
Research limitations/implications – This research paper is suffering from some limitations as the
area of research is restrained to the urban population of three districts of Punjab only, i.e. Amritsar,
Jalandhar and Ludhiana, because of which the results cannot be generalized for other areas. Due to the
changing behaviour and the attitude, income level and media, the response of the consumers in the
present study may not be relevant in the future period. The study was confined to the working women
consumers only and does not represent the whole population.
Practical implications – This research paper provides an insight to the marketers. The managers can
measure how by using appropriate tactics can they make their advertising more effective. In case of
unfamiliar products, the attitude of consumers to accept or to avoid the product is influenced by the
tactics used by the marketers. It was recommended that the marketers must use the appropriate tactics
to make their products/brands more pertinent and important among the consumers.
Originality/value – This research paper examines the impact of TV advertisement of beauty products
on the components of the attitude of the urban working women consumers. This study presents the
influence of the various marketing strategies used in the advertisement to influence the purchase and
the switching behaviour of consumers.
Keywords Advertising attitude, Advertising tactics, Behavioural component, Cognitive component
Paper type Research paper

1. Introduction
With the changing scenario, women are becoming more financially independent and
knowledgeable due to which there is an increase in the awareness and the consciousness of
Received 31 August 2015
their ability to purchase the product. They are now more concerned about the information of the Revised 19 November 2015
products and services they get from different modes. The most popular medium of getting 6 January 2016
9 February 2016
information among women consumers is television advertisement which not only provides 8 April 2016
relevant information but also influences their purchase behaviour (Sonkusare, 2013). Accepted 19 April 2016

DOI 10.1108/JABS-08-2015-0147 VOL. 11 NO. 4 2017, pp. 413-433, © Emerald Publishing Limited, ISSN 1558-7894 JOURNAL OF ASIA BUSINESS STUDIES PAGE 413
 According to Sharma (2013), after watching television advertisement, 63.2 per cent women
consumers decide to purchase the advertised product. The advertisement is a promotional tool
used by the marketers to attract the consumer’s attitude positively. The advertiser tries to
influence the perception of consumers by using different techniques which includes the various
traits. These traits influence the perception and the behaviour of the consumers by showing a
good picture of the products being advertised. Lin (2011) examined that the appeals used in
the advertisement affect the attitude of consumers and the rational appeals were more
influencing as compared to the emotional appeals. The advertisement provides the information
of the product as well as the knowledge of the company to the consumers, which influence their
behaviour (Mickel, 1990). Considering the influence of advertisement, Ayanwale et al. (2005)
stated that from the past few years there is a considerable increase in the importance of
advertisement among the consumers. Supporting the statement, Unsal and Yüksel (1984) said
that the consumers prefer the advertised products more as compared to the non-advertised
products. Kotwal et al. (2008) declared that the respondents of his study preferred to purchase
the branded products which were advertised more on television. According to Shimp (1981),
the advertisement creates a positive attitude in the mind of consumers towards the
advertisement. Some authors believe that when the consumer is exposed to the advertisement,
the emotional feelings towards the product affect the attitude towards the advertisement
(Madden et al., 1988; Aylesworth and MacKenzie, 1998). But Stout and Rust (1993) argued that
the positive affective attitude towards the advertisement is different from the belief and
the perception of the consumers towards the advertisement. The advertisement influences the
cognitive and the behavioural components of attitude of consumers. Under the cognitive
learning the effort of advertiser’s lies in making the products familiar to the consumers. To
make the massage in advertisement more affective, the marketers use the tactics which
influence the perception of consumers resulting in the change in behaviour of consumers. The
behavioural component of consumers includes the change in the purchase behaviour and
switching behaviour of the consumers. The cognitive component of the attitude of the
consumers forms positive as well as negative attitudes towards advertisement which influences
the behavioural attribute of the attitude. The positive influence on the mind of the consumers
forces them to purchase the advertised products and the negative perception increases the
avoidance of the advertisement. There are various tactics which help the advertisers to put a
long-lasting impact on the mind of the consumers. The study by Siddiqui shows that the quality
of the product shown in advertisement, celebrity endorsement, content credibility, repetition of
advertisement, information facts about the product, emotional appeals and effectiveness of the
advertising message were the factors which influences the purchase intention of the
consumers. Thus, from the previous literature, some of the tactics were taken in this study to
measure the influence on the cognitive as well as the behavioural component of the consumers
which were discussed below.

1.1 Repeated exposure

One of the major tools used by the advertisers to influence the perception of consumers
includes the repetition of advertisement. Repetition of advertisement is generally the
exposure of the same product again and again with a motive to increase the popularity of
the product among the consumers. Ray and Sawyer (1971) evaluated that the repetition of
advertisement and the selection of media strategies must be according to the classification
of the products, brand positioning, format and goal of advertisement; Sawyer (1973) stated
different effects of the repetition of the reputational and the supportive advertisement
appeals on brand purchase intention in case of different product class. The effect of the
repetition of advertisement on the attitude of consumers has been measured by different
authors. Craig et al. (1976) identified that higher level of repetition creates higher
persistence of brand name recall. According to Batra and Ray (1986), the repetition of
advertisement increases the purchase behaviour of consumers and also helps in forming
the positive brand attitude of the product. Mehta (2000) stated that more exposure of

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repetition of advertisement forms a positive attitude among the consumers. Campbell and
Keller (2003) resulted with a fact that the repetition of ads of familiar products is more
effective as compared to the ads of unfamiliar products. Bogart (1986) indicated that the
repetition of advertisement helps the marketers to make the products aware to the
consumers, and they become familiar with the advertised brand which indirectly increases
the chance of purchasing the product. Turley and Shannon (2000) evaluated that the
repetition of advertisement influences the purchase behaviour of consumers positively
along with the recall of the product in the mind of consumers. The studies of Baker et al.
(1986) and Obermiller (1998) identified that the repetition of advertisement decreases the
perceived risk and increases the positivity towards the product. Grass and Wallace (1969)
and Mitchell and Olson (1977) examined that the repetition of advertisement did not have
any effect on the cognitive component of attitude, whereas the type of advertisement used
effects the cognitive structure variables of consumers. According to Berlyne (1970) the
consumer becomes more familiar with the advertised product. Whereas Ginter (1974)
studied that message repetition does not change the attitude of the consumers and their
choice among the different brands. Mitchell and Olson (1977) also stated that there is no
effect of repetition of advertisement on the attitude, belief and the purchase behaviour of
the consumers which the author called a null effect, while the type of advertisement affects
the cognitive response of consumers. Stang (1975) has suggested that the repetition of
advertisement increases boredom which rises negativity among the consumers though
marketers use this trait to provide knowledge to the consumers. From the above literature,
it was observed that some authors (Batra and Ray, 1986; Campbell and Keller, 2014;
Bogart, 1986; Baker et al., 1986; Obermiller, 1998; Berlyne, 1970) believe that the repetition
of advertisement has a positive impact on the purchase behaviour of consumers on the
other side (Ginter, 1974; Mitchell and Olson, 1977; Stang, 1975) criticises the statement by
saying that the repetition of advertisement puts a negative impact on the mind of
consumers. From the above discussion, it was observed that there exists a gap which gives
rise to a research question that whether there is a positive or negative impact of repetition
of ad on the attitude of consumers.

1.2 Celebrity endorsement

The endorsement of celebrities in the advertisement is another tactic used by the
advertisers to influence the attitude of the consumers. Friedman and Friedman (1979)
stated that the celebrities are the persons popular among the consumers for the success
in their field other than the endorsement of the products. Lin (2011) pointed out that the
celebrity experts used by the advertisers were more influencing in affecting the advertising
attitude of the consumers. Lafferty and Goldsmith (1999) evaluated that the consumers
even purchase the products without considering the details of the product only if the
famous celebrity is endorsing the advertisement. Aziz et al. (2013) suggested that the
endorsement of products by the popular celebrity influences the purchase intention more
than the endorsement by the unknown celebrity. Supporting the above studies, Kansa and
Chaudhary (2014) also examined that the endorsement by famous celebrities puts a
positive impact on the purchase intention of the consumers. Miciak and Shanklin (1994)
evaluated that the endorsement of celebrities in the ad increases the product familiarity
among the consumers, which changes their attitude and preference towards the products.
Amos et al. (2008) examined that the consumer’s attitude towards the advertisement and
the purchase behaviour of the consumers is positively influenced by the endorsement
of the celebrity in the advertisement. Supporting the evidence, Rodriguez (2008) explores
that the purchase behaviour of the consumers increases if the celebrity with higher status
and higher knowledge with good qualification is endorsing the product in the
advertisement. Freiden (1984) identifies that the endorsement of celebrity increases the
awareness of consumers towards the products. Balakrishnan and Kumar (2011) studied
that the endorsement of celebrities influences the product estimation and brand detection,

VOL. 11 NO. 4 2017 JOURNAL OF ASIA BUSINESS STUDIES PAGE 415

 which results in a positive impact on the purchase attitude. Baker and Churchill (1997)
stated that the cognitive and the affective component of attitudes of consumers get
influenced by the endorsement of celebrity in the ads, but it does not affect the behavioural
component of consumer’s attitude. Till and Busler (1998) also agrees at the same point that
the positive attitude towards the advertisement does not change the behavioural
component of consumers. Majeed and Razzak (2011) criticizes that the consumers do not
get influenced by the endorsement of celebrities in the advertisement, but agreed on a
point that the repetition of advertisement and the perceived quality of the product puts a
significant impact on the mind of consumers. Rashid and Nallamuthu (2002) find out that if
the famous celebrity is endorsing the advertisement, it improves the position of the
advertisement in the mind of the consumers, but it does not help in changing the attitude
of consumers towards the product. The different opinion of different authors creates a
research gap that whether the endorsement of celebrities have any impact on the attitude
of consumers

1.3 Sexual appeals

The motive of the marketers was to increase glamour in the advertisement and attract the
consumers to force the image of the product in the set psychology of the consumers. The
sexual appeals used in the advertisement influences the consumers, which indirectly forces
them to purchase the product. The sex appeal is popularly used in the advertisement where
words are not that helping to the maximum extent in attracting the consumers. Hultin and Lundh
(2004) concluded that the sexual appeal in advertisement influences the buying behaviour and
the confidence of women consumers more. Severn et al. (1990) found that the sexually oriented
advertisement decreases the product related information thought of the consumers and
increases effectiveness by influencing their purchase behaviour. But according to Steadman
(1969) sexual appeals does not increase brand recall of products among the consumers.
Adding more opinion, Baker (1961) stated that the sexual appeals attract the consumers more
as compared to the non-sexual advertisement. Some of the authors (Alexander and Judd,
1978; Sciglimpaglia et al., 1979; Peterson and Kerin, 1977) concluded that the sexual appeals
used in the advertisement puts a negative effect on the cognitive attribute of the consumer
about the image of the company and the quality of the product being advertised. Wazir and
Ezaz (2012) signifies that the sexual appeals used in TV advertisement were not liked by the
consumers. Supporting the opinion, Courtney and Whipple (1983) also suggested that
the sexuality in the advertisement was having both the negative and the positive impact on the
attitude of consumers, it not only increases attractiveness but also decreases brand recall with
negative images of the company and top-quality of the product being advertised. Reid and
Soley (1981) resulted with the fact that the decorative female models in the advertisement
attract the consumers more than the advertisement without models. Baker and Churchill (1977)
clarifies that the attractiveness among the consumers was towards the opposite sex and the
behaviour of the consumers was influenced by the advertisement with sexually pertinent
models. The image based advertisement use the sex appeals increasingly and the
advertisement of cosmetic products is an area which serves the purpose of measuring the
influence of sex appeals on the advertisement attitude of consumers. From the above
discussion, there exists a need to examine the effect of sexual appeals on the attitude of
consumers.

1.4 Funny characters and comparison of the products

The other tactics like comparison of the products (COP) and funny characters used in the
advertisement were ignored in the literature. The literature was scant and no research has
been conducted on evaluating the impact of these tactics on the purchase behaviour of
consumers. Therefore, this study measures the impact of funny characters and COP on the
purchase behaviour of the consumers.

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1.5 Purchase behaviour
Purchase behaviour of consumers with regard to the impact of traits used in advertisement
has been considered the important key variable in the study. According to Jobber and
Lancaster (2000), the buying situation, personal influences and social influences are the
three factors identified as key factors that persuade consumers buying behaviour. Zeb
(2011) identified that there are many factors which influences the purchase behaviour of
consumers. As stated by Hemamalini and Kurup (2014), the perception of consumers,
message strategy, involvement strategy and the celebrity endorsement were the factors
which influences the purchase intention of consumers positively. Wang et al. (2012)
identified that the appeals used, celebrity endorsement and the effect of advertisement
were the factors having the positive influence on the purchase intention of consumers. Lin
(2011) suggested that the purchase intention of consumers was influenced by the
advertising attitude. Niazi et al. (2012) also concluded that the buying behaviour of the
consumers is influenced by the emotional response of the consumers. Bisht (2013)
evaluated that there exists a positive relation between the buying behaviour and the
emotional response of the consumers s compared to the environmental response.
Sonkusare (2013) suggested that the purchase behaviour of women consumer was
influenced by TV advertisement. Evans et al. (1996) said that consumers having less
knowledge about the quality of a product prefer to buy the products with higher price.
According to Borden (1964), the information about a product motivates the consumers to
purchase the product. Few authors (Zeithaml, 1988; Dodds et al., 1991; Schiffman and
Kanuk, 2000; Yang, 2009) examined that the purchase behaviour of the consumers gets
influenced by the information collected through their experience, their preference with
regard to the product and other external environmental factors. Further, they compare
these products with the other products and then purchase the given product. Dodds et al.
(1991) and Schiffman and Kanuk (2000) identify that the purchase behaviour of consumers
signifies the eagerness of buying the product. Along with these personal factors, there were
other factors also which were responsible for a change in the purchase behaviour of
consumers. Chi et al. (2009) believe that the purchase behaviour of consumers is
influenced by the capability, pleasant appearance and the reputation of the person
endorsing the product. Anand et al. (1988) and Laroche et al. (1996) added to the opinion
by saying that along with the endorsement of advertisement by famous celebrity, the
repetition of the advertisement also encourages an attitude and purchase behaviour.
Kamins and Marks (1991) and Laroche et al. (1996) examined that due to the familiarity of
the advertised product, the purchase behaviour is highly promoted, and the consumer
prefers the advertised product. Krishnakumar and Radha (2014) examined that certainty,
factual information about the product, valuable management, strengthening approach and
precision of advertisement were the factors which affect the purchase decision of the
consumers. The purchase behaviour of consumers is influenced by different factors as
prescribed in different studies.
As prescribed by few authors along with these tactics, there are other aspects which are
also important for the consumers. If these aspects are added to the advertisement, there
will be a change in the cognitive as well as behavioural components of attitude of
consumers. Khan and Noor (2012) inspected that there were many other factors like price
of a product, quality shown in the advertisement, information of the product, attitude toward
the advertisement and influence of culture which were having a positive and a significant
impact on the purchase behaviour of the women consumers. Buijzen and Valkenburg
(2002) also identified that there are different appeals used by the advertisers for the
different age group of consumers and also for different advertised products, but the factors
like attractiveness, humour, newness, health and quality in advertisement of personal care
products were used more frequently. The literature was lacking in measuring the
importance of these most frequently used factors among the consumers. This study also
measures the importance of other factors used along with the tactics in the advertisement.

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 1.6 Switching behaviour
The switching behaviour of consumer is a result of the awareness about the product and
also the perception and belief of consumers about the product. Sathish et al. (2011) studied
the factors which affect the switching behaviour of the consumers with regard to the cellular
services provided to them. The authors examined that the factors used in the advertisement
play a vital role in influencing the switching behaviour of consumers while advertisement
was the less initiating factor.
From the above literature, it was analysed that the attitude of the consumers was influenced
by the various tactics used by the advertisers. In the previous studies, some authors
presented the positive impact of the repetition of advertisement on the perception of the
consumers, while some studies from the aforementioned literature indicated that the
repetition of advertisement increases the avoidance of advertisement and irritation among
the consumers. The discussion on the impact of celebrity endorsement in the television
advertisement the authors give different opinion about the impact of this trait. Few authors’
puts emphasis on the importance of the endorsement of the celebrities in the changing
attitude of the consumers, while others criticized about the null effect in changing the
behaviour attribute of the consumers. The criticism in the opinion of the authors about the
endorsement of celebrities created a gap to be measured. In case of the sexual appeal,
the literature was scant in measuring the impact of this tactic on the purchase behaviour
of the consumers. So there was a need to measure the impact of the sexual appeals used
in the advertisement on the purchase behaviour of the consumers. The literature was
lacking in measuring the impact of the funny characters and the comparison of products in
the television advertisement of beauty products on the purchase behaviour of the
consumers. Further the study measures the impact of other tactics on the switching
behaviour of the consumers. Thus, this research paper attempts to assess the most
influencing tactic which changes the perceptual experience of consumers and also
determines the purchase behaviour and switching behaviour of consumers. Therefore,
from the above-discussed studies, the following conceptual framework was needed to be
studied (Figure 1).

Figure 1 Conceptual model presenting impact of advertising tactics

PAGE 418 JOURNAL OF ASIA BUSINESS STUDIES VOL. 11 NO. 4 2017

2. Objectives and hypotheses of the study
The difference in the opinion of the authors creates a gap in the literature. Based on the
above discussion, the following objectives were to be studied:
 To evaluate the effect of advertising tactics on the cognitive components of
advertisement attitude of consumers; and
 To analyse the impact of advertising tactics on the behavioural components of
advertisement attitude of consumers.
In the light of the above objective, the following hypotheses were framed:

H1. Repetition of advertisement has insignificant impact on the purchase behaviour of

consumers.

H2. Celebrity endorsement of advertisement has insignificant impact on the purchase

behaviour of consumers.

H3. Sexual appeals in advertisement have insignificant impact on the purchase

behaviour of consumers.

H4. Funny characters in advertisement have insignificant impact on the purchase

behaviour of consumers.

H5. Comparison of products in advertisement has insignificant impact on the

purchase behaviour of consumers.

3. Research methodology
3.1 Data collection
Data have been collected through Quota and Judgment cum convenient sampling
techniques. The data were collected from the working women respondents of the three
main regions of Punjab, namely, Ludhiana, Amritsar and Jalandhar. The sample was
collected from the three districts, as Amritsar was the main district of the Majha, Ludhiana
was classified as the main district of Malwa and Jalandhar comes under the Doaba region
of Punjab. According to the Census 2011, Ludhiana district was having the highest
population, Amritsar was numbered second and Jalandhar was placed in the third position.
The reason for selecting the working women consumers was to measure the influence of
the television advertisement on the cognitive and behavioural attitude of women who were
able to take their own purchase decisions and were financially independent.

3.2 Questionnaire design

The questionnaire was divided into two parts (See Appendix). First part of the questionnaire
consisted of the 12 statements, which were used to measure the most influencing traits
among the consumers which were collected from the studies of different authors. To
measure the purchase behaviour of consumers with the effects of tactics used by the
advertisers, 25 statements on different tactics including repetition of advertisement,
celebrity endorsement, comparison of products in advertisement, sexual appeals and
funny characters were used from the previous literature (Ohanian, 1990; Campbell and
Keller, 2003; Campbell, 1995; Hoyer and Brown, 1990; Balakrishnan and Kumar, 2011;
Batra and Ray, 2014; Belch, 1982; Lane, 2000; Asamoah, 2012; Kumar et al., 2014; Severn
et al., 1990; Reichert, 2012; Dudley, 1999; Wilson and Moore, 1979). The various beauty
products like face creams, face wash, lotion, sun-care, soap, nail-paint, lipstick,
deo/perfume, kajal, powder which are used by the women consumers in their daily routine
were included in the questionnaire. The switching behaviour of consumers was analysed by
asking them whether they switch to the advertised product or remain using the earlier one
after viewing the advertisement. For easy response and clear understanding of

VOL. 11 NO. 4 2017 JOURNAL OF ASIA BUSINESS STUDIES PAGE 419

 questionnaire, multiple choices, close-ended and ranking of statements was given
according to the suitability of the data. Second part of the questionnaire consisted of the
demographic profile of the consumers coincided with age of consumers, education level,
occupation, marital status and income level. To measure the response rate of consumers,
five-point Likert scale was used with 1 ⫽ “Strongly disagree” and 5 ⫽ “strongly agree”.

3.3 Sample frame

According to Census 2011, the most populous city of Punjab is Ludhiana. Ludhiana
consists of seven tehsils and seven sub-tehsils and 12 Blocks. The data were collected
from the 12 blocks of Ludhiana district. The second most populous city of Punjab was
Amritsar district having four tehsils and five sub-tehsils with nine blocks and the data was
collected from all the nine blocks of Amritsar district. Jalandhar was the third most populous
city of Punjab on the list of Census 2011. Jalandhar was having five tehsils and three
sub-tehsils and the data were collected from ten blocks of Jalandhar city. To collect the
data, 300 women respondents, presently residing in urban areas, were contacted who
were working in different public and the private sectors of the blocks of these three districts.
The response rate was measured on the five-point Likert scale. The pre-testing was done
using the response of 50 respondents. The proportionate collection of data was done from
each block of three districts. The respondents were contacted by personally interviewing
them and by asking questions through well-structured questionnaire. The demographic
profile of the respondents was given below in Table I.

4. Analysis and interpretation

4.1 Reliability and validity of data
To check the internal reliability of the data Cronbach’s alpha was used. The results show
the value of 0.724 for the overall 25 statements which is above the standard value (0.60)
provided by Bagozzi (1988). The data are reliable and is appropriate for other different
statistical techniques. The exploratory factor analysis (EFA) approach was used to extract

Table I Demographic profile of respondents

S. no. Demographics Frequency (%)

1. Age (in years)

21-25 63 21
26-30 113 37.6
31-45 75 25
Above 45 49 16.3
2. Income (in Rs.)
⬍20,000 100 33.3
21,000-40,000 83 27.6
41,000-60,000 66 22
Above 60,000 51 17.6
3. Occupation
Government job 110 36.6
Private job 116 38.6
Own business 74 25.3
4. Marital status
Married with children 120 40
Married with no child 72 23.3
Unmarried 102 34
5. Education
Graduate (Diploma/Digree) 112 37.3
Post graduate 123 41.6
Doctoral 65 21.6

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the factors. After EFA, some of the statements were removed, and there were only 21
statements were left for the further analysis. The reliability of the 21 statements was
calculated dimension wise again using Cronbach’s alpha. The results shows the following
values for reliability which were under the acceptance range of more than 0.60 as shown in
Table II.
To measure the validity of the scale, the confirmatory factor analysis was applied using
AMOS, which showed the thorough validation. Table III shows the CFA values and scale
statistics calculated including the composite reliability (CR) and average variance
extracted (AVE). The results showed that the values calculated were reliable and the
construct reliability estimates were under the accepted ranging from 0.729 to 0.942.
Lee and Shim (2006) stated that the value of the composite reliability higher than 0.70
indicates that the scale is statistically reliable.
The variables of the questionnaire were used from the previous literature reviews and
theories. The questions used in this research paper meet the requirements of the objectives
and were checked repeatedly. The pre-testing of the questionnaire was done to make sure
that the questions used were easily understood by the respondents. Thus, the research
requirement of content validity of the questionnaire was met.
Item-to-item correlation has been calculated to check the stability of the scale for further
analysis. The correlation among all the constructs was below 0.90, indicating that the
constructs were different from each other. The value of AVE was calculated to measure the
average percentage of variation explained among the items which showed the accepted
values of 0.43 providing discriminant validity evidence as posited by Edward (2013). The
squared inter-construct correlations were calculated from the inner construct
correlations(IC) as shown in Table IV.
Further, the squared inter-construct (SIC) correlations were compared with the average
variance extracted as shown in Table V. Average variance extracted (AVE) estimates were
larger than the corresponding squared inter-construct correlations estimates (SIC) as
prescribed by Hair et al. (2010). The calculated values showed the meaningful correlations
demonstrating discriminant validity, which means that the indicators have more in common
with construct they were associated with, than they were associated with other constructs.

Table II Reliability of data

S. no. Dimensions No. of items Cronbachs’ alpha

1. Repetition of advertisement 4 0.775

2. Celebrity endorsement 6 0.857
3. Comparison of products 3 0.864
4. Sexual appeals 4 0.870
5. Funny characters 4 0.786

Table III Validity of data

S. no. Dimensions CR AVE MSV ASV

1. Repetition of advertisement 0.729 0.419 0.09 0.033

2. Celebrity endorsement 0.915 0.642 0.03 0.014
3. Comparison of products 0.876 0.703 0.08 0.040
4. Sexual appeals 0.942 0.802 0.09 0.050
5. Funny characters 0.788 0.482 0.01 0.004
Notes: Chi-square ⫽ 587.287; Degree of freedom ⫽ 179; GFI ⫽ 0.80, CFI ⫽ 0.896, NFI ⫽ 0.857 and
RMSEA ⫽ 0.08

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 Table IV Discriminant validity with inner construct and squared inter-construct
correlations
Constructs ICa SICb

Re ↔ Ce 0.093 0.0086
Re ↔ Co 0.154 0.0237
Re ↔ Se 0.314 0.0985
Re ↔ Fun ⫺0.009 0.00008
Ce ↔ Co 0.177 0.0313
Ce ↔ Se 0.120 0.0144
Ce ↔ Fun 0.000 0.000
Co ↔ Se 0.296 0.0867
Co ↔ Fun 0.129 0.0166
Se ↔ Fun ⫺0.011 0.00012
Notes: aInner-construct correlations; bsquared inter-construct correlations

Table V Discriminant validity with average variance extracted

Constructs AVE SIC associated with constructs

Re 0.419 (0.0086,0.0237,0.0985,0.00008)
Ce 0.642 (0.0086,0.0313,0.0144,0.000)
Co 0.703 (0.0237,0.0313,0.0867,0.0166)
Se 0.802 (0.0985,0.0144,0.0867,0 0.00012)
Fun 0.482 (0.00008,0 0.000,0.0166,0.00012)

4.2 Factor analysis

Table VI shows the value of KMO with Bartlett’s test of sphericity which tells us that there
are significant numbers of correlations among the variables. The value of Bartlett’s test of
sphericity shows a significant value (0.000) with KMO ⫽ 0.747 which allows to further
proceed towards the exploratory factor analysis approach.
Thus, factor analysis approach was applied to extract the factors from 25 statements. Some
of the items with low factor loadings were removed from the questionnaire after exploratory
factor analysis and then again the factor analysis approach was applied. The results
extracted five factors from 21 statements which covers the various traits of advertisement
as shown in Table VII with their factor loadings. The total of 76.6 per cent variance was
explained by the five factors.
Factor analysis extracted five factors, namely, “Repeated exposure”, “Celebrity
endorsement”, “Comparison of products”, “Sexual appeal” and “Funny characters”.

4.3 Regression analysis

In this study, purchase behaviour of consumers was taken as a dependent variable, and
there were five independent variables which were extracted using factor analysis, these
were repeated exposure, celebrity endorsement, funny characters, comparison of
products and sexual appeal.
To study the impact of independent variables on the purchase behaviour of consumers,
regression analysis technique was used. The results shown in Table VIII reported that with
Sig. ⫽ 0.000, R2 ⫽ 0.428 which is acceptable by various authors (Phau and Teah, 2009;

Table VI KMO statistics

Kaiser–Meyer–Olkin measure of sampling adequacy 0.747
Bartlett’s test of Sphericity Approx. Chi-square 4322.132
df 300
Significance 0.000

PAGE 422 JOURNAL OF ASIA BUSINESS STUDIES VOL. 11 NO. 4 2017

Table VII Factor loadings
Factor’s name Variables Factor loading Eigen values

Repeated exposure Repetition makes me remember the ad and helps in (0.675) 1.47
making better choice
First time repetition forms an attitude about new (0.744)
product and makes it familiar
Two and three repetitions put a psychological impact (0.825)
on mind
Repetition of ads (10-15 times) irritates and forces to (0.788)
avoid the advertisement
Celebrity endorsement Products endorsed by celebrities are of superior quality (0.740) 12.488
Celebrity endorsed increases the loyalty of the (0.772)
consumers
Words used by celebrities are accepted as testimonial (0.814)
Adding celebrity in the ad increases the purchase (0.813)
intention
Endorsing celebrity creates a long-lasting impact (0.886)
Celebrities are paid for the information provided in the (0.693)
advertisement
Comparison of products Comparison makes me remember the products easily (0.796) 2.491
Comparison increases the knowledge interestingly (0.716)
Comparison helps in making the choice of appropriate (0.789)
product
Sexual appeal Sex appeals make the ad more attractive and attention (0.791) 1.079
seeking
Sex appeals influence to purchase the advertised (0.801)
beauty products
Sex appeals make me feel confident after using the (0.770)
advertised product
Sex appeals make me willing to pay even more price (0.819)
to buy the product
Funny characters Funny characters make the ad more entertaining and (0.777) 1.630
interesting
Funny characters put long-lasting impact on (0.791)
consumers
Funny characters grab more attention (0.799)
Funny characters make the product more attractive (0.765)
and increases purchase intention
% of total variance explained 76.66

Table VIII Model summary

Model R R2 Adjusted R2 Significance

1 0.654 0.428 0.419 0.000

Buijzen et al., 2008). This value identifies that 42.8 per cent variance of dependent variable
was explained by the independent variables.
From all the independent variables repeated exposure, comparison of products in the ads
and sexual appeals used in the advertisement were the factors having a significant impact
on the mind of consumers. However, other factors do not have any significant impact on the
purchase behaviour of consumers.
The results in Table IX show that the repeated exposure (Sig. ⫽ 0.000) has a significant impact
on the mind of consumers, with negative correlation. The trait showing the comparison of
products in the advertisement (Sig. ⫽ 0.078, ␤ ⫽ 0.058) has a significant and positive impact
on the purchase behaviour of consumers with positive correlation. The regression analysis
identifying that sexual appeal used in the advertisement also puts a significant but negative
impact on the mind of consumers with Sig.⫽ 0.001, having negative correlation. From the

VOL. 11 NO. 4 2017 JOURNAL OF ASIA BUSINESS STUDIES PAGE 423

Table IX Coefficients
Unstandardized coefficients Standardized coefficients Hypotheses
Model B Standard error Beta t Significance VIF Rejected/supported

1 (Constant) 3.413 0.142 23.999 0.000 –

COMPmean 0.102 0.058 0.106 ⫺4.768 0.078 3.678 Supported
CELmean ⫺0.003 0.066 ⫺0.003 ⫺0.044 0.965 2.470 Rejected
FUNmean ⫺0.030 0.037 ⫺0.045 ⫺0.819 0.413 1.606 Rejected
REPmean ⫺0.251 0.053 ⫺0.393 1.767 0.000 1.955 Supported
SEXmean ⫺0.224 0.065 ⫺0.286 ⫺3.459 0.001 3.694 Supported

regression results, it was revealed that H1 which states that repetition of advertisement was
having significant impact on the purchase behaviour of the consumers was supported,
whereas H2 indicating the significant influence of celebrity endorsement on purchase
behaviour was rejected. Similarly, H3 and H5 were supported which identify the significant
impact of sexual appeals and comparison of products in the advertisement on the purchase
behaviour of consumers, and H4 was rejected in the regression results which was framed, as
there was a significant impact of the funny characters on the purchase behaviour.

4.4 Cognitive component results

After the interpretation of the significant traits which influences the purchase behaviour of
consumers, the next step was to analyse the other various aspects of advertisement which
changes the mind of consumers to switch to the advertised brands/products. The mean
scores for all the traits were calculated as shown in Table X.
The factual information (F.I ⫽ 3.76.) provided in the ads was having the highest
percentage. The other traits which according to the consumers influences their choice were
company image (C.I. ⫽ 3.55), pricing element (P.E. ⫽ 3.53), ecological character of the
product (E.C. ⫽ 3.47) and features of a particular product/brand shown in the
advertisement. The other elements used in the ads such as emotional appeal (E.A ⫽ 2.68),
superior designing (SD ⫽ 2.66), choice of model (C.M. ⫽ 2.60), promised effects (P.Es. ⫽
2.69) and authoritative figures (A.F. ⫽ 2.81) were the aspects which were given less
importance by the consumers.

4.5 Switching behaviour

Descriptive statistics techniques were used to measure the switching behaviour of
consumers. The influence of these elements on the mind of consumers was measured by
asking them that whether they switch to the advertised product or remain using the same
product/brand they were using. The results of Table XI show the percentage of the
consumers who were having no impact of advertisement and also the percentage of
consumers switching to the advertised products after watching advertisement was

Table X Mean scores

S. no. Statements Mean score

1 Factual information 3.76

2 Emotional appeal 2.68
3 Superior designing 2.66
4 Features of a product 3.29
5 Choice of model 2.60
6 Promised effect 2.69
7 Company image 3.55
8 Pricing element 3.53
9 Authoritative figures 2.81
10 Ecological characters 3.47

PAGE 424 JOURNAL OF ASIA BUSINESS STUDIES VOL. 11 NO. 4 2017

Table XI Measuring switching behaviour
(%) of consumers
No impact of Switched to advertised Not using the
Cosmetic products advertisement (%) products (%) product (%)

Cream 60 39 0
Face wash 61 29 9
Lotion 59 36 4
Sun care 53 40 6
Soap 53 27 19
Nail-paint 36 59 5
Deo/perfume 27 67 6
Kajal 30 62 8
Lipstick 29 68 3
Talcum-powder 32 59 8

calculated. The products like face cream, face wash, lotion, sun-care and soap were
having less influence of advertisement on the mind of consumers as the percentage of
consumers switching to these products was less as compared to the other products.
Results clarify the products having more impact of television advertisement of beauty
products include nail-paint, deo/perfume, lipstick, kajal and talcum-powder, as the
percentage of consumers switching these products was higher.

5. Findings and discussions

The results indicate that from the various traits, repeated exposure is having a significant
impact on the mind of consumers. The exposure of advertisement more than one or two
times puts a long-lasting impact on the mind of the consumers. They become more familiar
about the brand/product at the time of purchase which reduces the risk of the purchase of
unfamiliar product and results in the formation of the positive attitude towards the
advertised brand/product. But, the results also clarify that there is negative correlation
between the repeated exposure and the purchase behaviour of consumers as with the
increase in the exposure of advertisement more than three or four times, there will be
increase in irritation among the consumers, and they will feel bored, as a result of which
their level of avoidance toward the advertisement increases.
The COP with other similar products made in the advertisement increases the confidence
and makes the consumers feel safer while purchasing the product. The consumers
become more aware of the products which fulfil their requirements. Positive correlation
shows that the intention of the consumers to purchase the product increases when the
comparison of products increases in the advertisement as the knowledge of the consumers
about the particular product/brand increases. The comparison of products helps in
building the positive attitude among the consumers. With the comparison of products in the
advertisement, the consumers become able to compare the different products and
different brands to choose the best-suited product according to their needs. The
comparison of products in the advertisement recalls the products to the consumers easily
and also increases their knowledge about the features of the advertised product.
The sexual appeal used in the advertisement was having a significant impact on the mind of the
consumers. Sex appeal in the advertisement of beauty products increases the purchase
behaviour of women, as they become more confident about their personality. The feeling of
becoming more attractive and appealing allows them to pay even more price for the product
to purchase. The consumers feel attracted towards the glamour shown in the advertisement of
beauty products. They follow different styles and the sexual appeals used in the advertisement
to attract others and feel satisfied after purchasing the products with which they look more
beautiful. Results also reveal that the sexual appeal used in the advertisement has a negative
correlation with the purchase behaviour. With increase in the use of sexual appeals in

VOL. 11 NO. 4 2017 JOURNAL OF ASIA BUSINESS STUDIES PAGE 425

 advertisement, there is decrease in the purchase behaviour of consumers because according
to the consumer’s perception the increase in sexual appeals increases vulgarity in the
advertisement. Results show that the sexual appeals used in the advertisement was having a
significant but negative impact on the purchase behaviour of the consumers. It was observed
that the consumers consider the sexual appeals as the sign of glamour and follow the products
using sexual appeals for their promotion. But with the increase in the sexual appeals which
resulted in nudity in the advertisement, the purchase behaviour of consumers was negatively
influenced as consumers consider that the increased sexual appeals distract the consumers
from attending the brand recall (Steadman, 1969). The consumers consider that the products
using higher sexual appeals for their promotion are of low quality, and the company is also
considered to be having less popularity (Peterson and Kerin, 1977). The increase in the sexual
appeals for the promotion of the products in the advertisement affects the purchase behaviour
of consumers negatively.
The celebrity endorsement and funny characters have an insignificant impact on the mind
of consumers, as they are more aware of the market and also about the paid endorsement
of the famous personalities with regard to the beauty products. The findings indicate that
the consumers consider information provided in the advertisement to be more important
because of the pricing element, image of the company and the sexual appeals influencing
the consumers more than the other strategies used by the advertisers in the advertisement.
With the impact of these strategies, the consumers switch from the products they were
using to the advertised products. But due to their more concern towards the sensitivity of
their body, they did not switch the creams, face wash, lotion, sun-care and soap to the
unfamiliar advertised products.
On measuring the other factors which consumers consider to be important for the
advertisement of a product, it was observed that the advertisers need to exploit factual
information and craft the designing of the ads more creatively to influence the attitude of
consumers towards the brands/products to increase their behaviour to purchase the product/
brand and to avoid consumers estrange. The consumers also give a due importance to the
image of the company advertising the product. The pricing element which is shown in the
advertisement was also an essential element for the consumers. As the consumers are
becoming more conscious about the features, the respondents also clarified that the features
of the products and their ecological characters must also be shown in the advertisement. On
the other hand, the celebrity endorsement and the funny characters used in the advertisement
were not having any significant impact on the purchase behaviour of the consumers.

6. Conclusion
The results of the study concluded that the switching behaviour and the purchase
behaviour of consumers is assessed by the positive attitude of consumers towards
advertising strategies used by the marketers. The impact of tactics in the advertisement
changes the behavioural components showing the change in the reaction of consumers as
after viewing the advertisement of the beauty products, they start using the advertised
products. Also, the results had shown a positive and a significant impact of the tactics used
in the advertisement on the purchase behaviour of consumers. The cognitive components
were affected as the consumers start believing in the advertisements through the various
strategies used by the advertisers. Repetition of advertisement is helpful to the consumers
in building the awareness of unfamiliar brands/products. The consumers become aware of
the new products and become able to recall the product at the time of purchase through
repetition of advertisement. But more repetition does not influence the purchase behaviour
positively, and consumers feel irritated and annoyed if the frequency of repetition
increases. The other tactics like comparison of products and sexual appeals also influences
the attitude of consumers towards advertisement. Along with these tactics, the other
important elements like the pricing element, factual information, company image shown in

PAGE 426 JOURNAL OF ASIA BUSINESS STUDIES VOL. 11 NO. 4 2017

the advertisement influences the behaviour of the consumers. The switching behaviour of
consumers has also shown the positive impact of advertisement on the perception of the
consumers with regard to the advertised products.

7. Managerial implications
This research paper provides an insight to the marketers. The managers can measure how
by using appropriate tactics, they can make their advertising more effective. This research
paper came out with the following managerial implication:
 In case of unfamiliar products, the attitude of consumers to accept or to avoid the
product is influenced by the tactics used by the marketers. It was recommended that
the marketers must use the appropriate tactics to make their products/brands more
familiar, pertinent and important among the consumers.
 The frequency of repetition of advertisement must be in a controlled manner so as to
avoid annoyance and avoidance of advertisement among the consumers.
 Comparison of products must be enhanced by the marketers to help them to make a
better choice and to put a long-lasting impact on the mind of the consumers.
 The sexual appeals must be used by the advertisers to increase glamour in
advertisement, but the marketers must avoid increased use of sexuality to avoid the
negative impact among the consumers about the advertised product.
 The marketers must choose the celebrities more carefully keeping in mind the market
knowledge of consumers, as they are aware of the paid celebrity endorsement.
 The other important aspects like pricing element, factual information, company image
and the ecological character of the products must be enhanced in the advertisement
by the marketers.

8. Theoretical implications
For the theoretical implications, the following suggestions were made for the researchers:
 Further research was recommended with consumer sample of other areas of the entire
country, taking into consideration the other aspects like comparison of male and female
consumers, working and non-working consumers and the consumers residing in urban
and the rural areas.
 The influence of tactics on cognitive and behavioural components with demographic
segments can be measured.
 Finally, the cultural and the social effect on perception of consumers with regard to the
tactics used in the advertisement can be looked into, as the country like India has
diverse cultural values among the consumers residing in different regions.

9. Limitations
This research paper endures some limitations also:
 The area of research is restrained to the urban population of three districts of Punjab
only, i.e. Amritsar, Jalandhar and Ludhiana, because of which the results cannot be
generalized for other areas.
 Due to the changing behaviour and the attitude, income level and media, the response
of the consumers in the present study may not be relevant in the future time period.
 The study was confined to the working women consumers only and does not represent
the whole population.

VOL. 11 NO. 4 2017 JOURNAL OF ASIA BUSINESS STUDIES PAGE 427

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Appendix

Table AI Advertising tactics influencing purchase behaviour

S. no. Statements

1 Repetition of advertising makes me remember the ad and helps in making better

choice from products of different brands
2 First time repetition of ads forms an attitude about new brand and makes it familiar
3 Two and three repetitions put a psychological impact on mind
4 Repetition of ads (10-15 times) irritates and forces to avoid the advertisement
5 Products endorsed by celebrities are of superior quality
6 Celebrity endorsed increases the loyalty of the consumers
7 Words used by celebrities are accepted as testimonial
8 Adding celebrity in the ad increases the purchase intention
9 Endorsing celebrity creates a long-lasting impact
10 Celebrities are paid for the information provided in the advertisement
11 Comparison makes me remember the products easily
12 Comparison increases the knowledge interestingly
13 Comparison helps in making the choice of appropriate product
14 Sex appeals make the ad more attractive and attention seeking
15 Sex appeals influence to purchase the advertised beauty products
16 Sex appeals make me feel confident after using the advertised product
17 Sex appeals make me willing to pay even more price to buy the product
18 Funny characters make the ad more entertaining and interesting
19 Funny characters put long-lasting impact on consumers
20 Funny characters grab more attention
21 Funny characters make the product more attractive and increases purchase
intention
Statements used to measure purchase behaviour
1 I am satisfied with the brand of goods I buy after watching the advertisement
2 The purchase of advertised brand of beauty products which I have is very
important for me
3 I feel a committed to continue buying the brand that I am currently using whether
the similar product is available in the store

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Table AII Other aspects used in advertisement
S. no. Statements

1 Factual information (true facts and figures)

2 Emotional appeal which influences your attention
3 Emotional appeal which influences your attention
4 Features of a product
5 Choice of model
6 Promised effects
7 Company image
8 Pricing element (affordable or not)
9 Authoritative figures (Researchers/doctors, experts, etc.) about the effectiveness
of the products
10 Products ecological characteristics and ethical

Corresponding author
Harminderjit Kaur can be contacted at: aditi.dhawan321@gmail.com

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