Role of Psychological Factors on Advertising Effectiveness

Mohadese Ghayoomi Javinani and Shahab Alddin Shokri

International Journal of Academic Research in Business and Social Sciences, 2014, vol. 4, issue 10, 449-454

Abstract: The main purpose of this research was to investigate effecting psychological factors on advertising effectiveness in case of Samsung Television. In this line, advertising attitude and advertising involvement were measured as indicators of effectiveness. This research is quantitative in its nature and applied in kind. The research population was consisted of 305 respondents who were selected by hazardous sampling. A questionnaire was developed as the research instrument and validity of it was confirmed by the research committee. Results showed that there was no any significant relationship between need for cognition and advertising attitude, as well as advertising involvement. In addition there was no relationship between affective intensity and advertising attitude, as well as advertising involvement.

Keywords: Advertising Effectiveness; Attitude; Involvement; Need for Cognition; Affective Intensity; Samsung (search for similar items in EconPapers)
Date: 2014
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