Affect Intensity as an Antecedent of Advertisement Recall and Intentions to Purchase a Leisure Service

• Morais, Duarte B ^[1] ; Backman, Kenneth ^[1] ; Backman, Sheila ^[1]
  1. [1] Clemson University

     Clemson University

     Estados Unidos

     
• Localización: Tourism analysis, ISSN 1083-5423, Vol. 4, Nº. 2, 1999, págs. 75-82
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The purpose of this study was to examine if an advertisement’s emotional appeal was a significant discriminator between respondents who recalled an advertisement and those who did not, and between respondents who had intentions to purchase a rafting trip and those who did not. Previous research suggests that emotional appeal is a predictor of advertisement recall and of purchase intention. Considering that the objective of the advertisement may be to create awareness, hold interest, induce intentions to purchase, and incite purchasing behaviors, the results of this study are relevant to evaluate the effectiveness of services advertisement. A sample of 419 individuals was obtained using a stratified random sampling from the 2335 individuals who had sent an inquiry in response to a print advertisement. A total of 125 questionnaires was received for a 25.5% response rate. The Reaction Profile (RP) scale was used to assess emotional appeal of the advertisement. Confirmatory factor analysis of the scale items revealed a poor fit with the data and suggested modifications. A modified scale presented satisfactory fit indices and good reliability. Results from two canonical discriminant analyses suggested that the advertisement’s emotional appeal significantly discriminated between people who did and did not recall the advertisement and between those who did and did not have purchase intentions.