The Role of Dreams of Ads in Purchase Intention

While highlighting the significance of exposure to ads to explain consumer behavior, extant literature has so far disregarded the potential impact of dreams. Linking the current-concerns theory and the model of cognitive response to advertising, this study focuses on the impact of dreaming of ads on...

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Bibliographic Details
Published in:Dreaming (New York, N.Y.) N.Y.), 2019-09, Vol.29 (3), p.241-252
Main Authors: Mahdavi, Mehdi, Fatehi Rad, Navid, Barbosa, Belem
Format: Article
Language:English
Subjects:
Advertising
Consumer Behavior
Dreaming
Female
Human
Intention
Male
Self-Evaluation
Test Construction
Theories
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Summary:While highlighting the significance of exposure to ads to explain consumer behavior, extant literature has so far disregarded the potential impact of dreams. Linking the current-concerns theory and the model of cognitive response to advertising, this study focuses on the impact of dreaming of ads on purchase intentions. To test the 3 research hypotheses proposed, a quantitative study was conducted with Iranian consumers, using individuals' retrospective self-assessment on the 3 variables of the study: exposure to ads, dreams of ads, and purchase intentions. Results were obtained using structural equation modeling analysis. The findings confirm that exposure to ads has a positive impact on purchase intention, comprising both direct and indirect effects through dreams of ads. In addition, it is shown that also dreaming about ads has a positive impact on purchase intentions. The article provides insights for researchers and practitioners interested in the effectiveness of advertising strategies and in the role of dreams for individuals.
ISSN:1053-0797
1573-3351
DOI:10.1037/drm0000110