Females Are More Rational! How Consumer Expertise Moderates Attitude toward Advertisements

This research aims to know the impact of advertisement appeals in the service and product sector and gender. This study fulfilled the gap by comparing these appeals (emotional vs rational) to develop an attitude toward ads that generate Word of mouth and the influence of information quality and visu...

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Bibliographic Details
Published in:Journal of promotion management 2022, Vol.28 (3), p.359-378
Main Authors: Bukhari, Syed Arsalan Haider, Ul Haq, Junaid, Ishfaq, Muhammad, Ali, Azmat
Format: Article
Language:English
Subjects:
Advertisement appeals
Advertisements
Advertising
Attitudes
consumer expertise
Experts
information quality
Moderation
Social media
word of mouth
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Summary:This research aims to know the impact of advertisement appeals in the service and product sector and gender. This study fulfilled the gap by comparing these appeals (emotional vs rational) to develop an attitude toward ads that generate Word of mouth and the influence of information quality and visuals and moderation of consumer expertise. This research comprises experimental design by collecting data from five universities in Pakistan by displaying the social media poster advertisements to the participants. The present study postulates that rational appeals are more capable, while females are more rational and create more Word of mouth. Female ads must have rational content, and advertisers should consider it. While researchers must need to consider information quality and consumer expertise as core constructs in the advertising literature.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2021.1989538