Abstract
The present study investigates the effect of imageability, gender, and vivid/unvivid print advertising on consumer involvement with the product and purchase decision. Using a multistage sampling process, 80 volunteer participants (mean age 20.5 years) with even breakdowns of gender and imageability levels as measured on the Vividness of Visual Imagery Questionnaire (VVIQ), indicated their involvement with products and purchase decision towards three advertised products on Zaichiowsky's Personal Involvement Inventory (PII). Results indicate significant gender differences in their involvement. Vivid and unvivid imagers were significantly different on involvement. Further, interaction between gender and type of imager was also found to be significant across the products. Factors like values, needs and product attributes seem to influence involvement with the advertised products and purchase decision.
| Original language | English |
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| Title of host publication | Scholarship and Community: Papers presented at the College of Arts, Education and Social Sciences Inaugural Research Conference, University of Western Sydney, Bankstown Campus, 7 to 9 October 2005 |
| Publisher | University of Western Sydney |
| Number of pages | 5 |
| ISBN (Print) | 1741081270 |
| Publication status | Published - 2005 |
| Event | University of Western Sydney. College of Arts, Education and Social Sciences Research Conference - Duration: 1 Jan 2005 → … |
Conference
| Conference | University of Western Sydney. College of Arts, Education and Social Sciences Research Conference |
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| Period | 1/01/05 → … |
Keywords
- marketing
- psychological aspects
- consumers
- consumer behavior
- consumer psychology
- gender