The effects of variance in perceived message sensation value and optimum stimulation levels on consumer responses to ads promoting violent sports media

Dae Hee Kwak and Stephen R. McDaniel

Journal of Global Scholars of Marketing Science, 2013, vol. 23, issue 1, 8-22

Abstract: The current study adds to the sport marketing and media literature on the effect of individual differences (sensation seeking; SS) on the consumption of violent sport media. It extends the literature on SS and Perceived Message Sensation Value (PMSV) by exploring the role of image intensity in subjects' responses to print ads promoting an after-market sports media product (i.e., a sport highlights DVD) for a violent combative sport (Mixed Martial Arts; MMA). Image intensity (violence) is manipulated in the ad stimuli to present high- and low-PMSV advertisements. A personality trait (SS) and the order of ad stimuli presentation were included as moderators. A 2 (PMSV: high/low) × 2 (SS: high/low) × 2 (ad presentation order) mixed design involving US undergraduate students ( N = 270) is employed to test the hypotheses. The results of this study generally support the PMSV main effect on ad responses, suggesting that a high-PMSV ad elicits higher arousal and a more favorable attitude toward the ad (A Ad ) than a low-PMSV ad. Meanwhile, the moderating role of SS received limited support. The study provides preliminary evidence that the sequence of exposure to media with varying levels of (sport) violence moderates the effects of PMSV on ad response.

Date: 2013
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DOI: 10.1080/21639159.2012.744506

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