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The effect of arousal safety has been analyzed on purchase intention, then attitude
towards the advertisement and attitude towards the brand have been incorporated as
intervening variables between the relationships. The interaction effect of self-monitoring
and message arguments have also been taken in to consideration for better
understanding of the consumer’s response. The data has been gathered from 206
respondents by using purposive sampling method. The research instrument was
comprised of summated rating/additive scale (likert scale) and semantic differential
scaling. Confirmatory Factor Analysis has been applied after the application of
preliminary tests on the data. Structure Equation Modeling and moderation and
mediation analysis have also been applied to test the hypotheses. Arousal safety in the
advertisements shape consumers response and it proved to be a fully mediated model.
Self-monitoring also probes the relationship. Message arguments haven’t had any affect
as moderator, hence can be used as a focal predictor. The study is a starting point for
future research to provide a coherent methodology for capturing the necessary data,
processing the underlying information and evaluating the effects of arousal safety in
advertisements. The study extends the field of advertising in the direction of arousal
safety (Humor) effects. In comparison to previous research, empirical evidence on the
arousal safety in television advertising and purchase intention in relation with
moderating and mediating variables is provided.
Irfan Hameed, Bibi Zainab, Syed Jazib Shamim. (2018) AROUSAL SAFETY LEADING TO PURCHASE INTENTION; THE ROLE OF MODERATING AND MEDIATING VARIABLES IN STRUCTURAL MODEL, Journal of Social Science and Humanities, Volume 57, Issue 2.
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