Research On Effects Of Involvement, Advertising Appeal And Price On Advertising

Modern society is full of advertisement.How the levels of involvement,and the prices of products affect the promotion,or which is the best way of advertising are the problems my study will deal with.The study aimed to study how different involvement (high and low),different prices(high and low),,different advertising appeal(emotional, rational,emotional mixed with rational) affect advertising,that is,the attitudes customers to advertising so as to find out the factors which has an influence on the effects of advertising.In addition,according to the document a few researchers have studied ELM model by providing evidence,especially controlling and measuring involvement.They only study edge dues,but do not make further study on how the ELM works as a whole. Besides,whether ELM model in advertising persuasive system theory can solve the practical problems is one of the problems the study wants prove.The experiment choose 312 college students randomly,and it adopted 2×2×3 three factors completely random experiment design.It used revised involvement questionnaire and questionnaire about attitudes of the customers.It compares different involvement(high, low),different advertising appeal(emotional,rational,and emotional mixed with rational), different prices(high,low),to find out whether the attitudes of customers to advertisements differ,and whether involvement,price and advertising appeal have interactive to advertisement.The results show:1 The attitudes of high involvement subjects and the low involvement subjects differ greatly.In feeling,high involvement subjects have a more positive attitude than low involvement.2 There is an obvious difference in cognition.The cognition of the products with high price is higher than of the cognition of the products with low price.3 The purchasing intent also shows a great difference in different advertising appeal.In rational appeal,the customer's purchasing intent is the highest,and the lower in emotional mixed with emotional appeal and the lowest in emotional appeal.4 The interactive effect between the involvement degree,and the prices of products is obvious.In cognition,the lower the price is the greater the difference in involvement is.In purchasing intent,the high involvement subject show higher intent to high price products than low price product,while the low involvement is opposite.5 In emotional,prices advertising appeal have a great interactive effect on each other.The subjects receiving emotional appeal show obviously higher instresting to products with low price than those receiving rational appeal.6 In purchasing intent,involvement,prices,advertising appeal have a great interactive effect on each other.High involvement subject receiving rational appeal show higher purchasing intent to products with high price than those receiving emotional appeal.Low involvement subject receiving rational mixed with emotional appeal show higher purchasing intent to products with high price than those receiving emotional appeal;low involvement subject receiving rational appeal show higher purchasing intent to products with cheap price than those receiving emotional appeal,and low involvement subject receiving rational appeal also show higher purchasing intent to products with cheap price than those receiving rational mixed with emotional appeal.