Management Science Letters 4 (2014) 149–154
Contents lists available at GrowingScience
Management Science Letters
homepage: www.GrowingScience.com/msl
Investigating the effect of advertisement on consumer behavior
Sahar Khodakaram Arzanagh* and Habibollah Danaei
Department of Management, Payame Nour University, Alborz Unit, Karaj, Iran
C H R O N I C L E A B S T R A C T
Article history: Received Feb 25, 2013
Received in revised format 19 September 2013
Accepted 23 October 2013 Available online
November 15 2013
Keywords: Marketing Marketing mix Advertising Promotion Effectiveness
During the past few years, there has been tremendous increase in advertisement expenses all over the world. Therefore, it is important to examine, to investigate and to evaluate the performance of advertisement to reach organizationsrsquo; objectives. This paper presents an empirical investigation using highly reliable and efficient method called AIDA, which consists of four factors: attention, interest, desire and action. The study is implemented for one of Iranian food suppliers called TABAROK located in city of Mashad, Iran. The survey selects a sample of 300 regular customers and distributes a standard questionnaire among them. Cronbach alpha has been calculated as 0.93, which is well above the minimum desirable level. Using Spearman correlation test, the study confirms that all four components of the survey influences consumer behavior, positively. The study also indicates that there were some positive and meaningful correlations among various components of the survey. In addition, applying Freedman test indicates that advertisement has the highest impact on convincing consumer to purchase product.
copy; 2014 Growing Science Ltd. All rights reserved.
Introduction
During the past few years, there has been tremendous increase in advertisement expenses all over the world. Therefore, it is important to examine, to investigate and to evaluate the performance of advertisement to rich organizationsrsquo; objectives (Lin amp; Huang, 2006; Antonides amp; Van Raaij, 1998). Attention, interest, desire and action are components of one of the most popular models called AIDA (Howard amp; Sheth, 1969). The method has been extensively used in various contexts within the past few decades. Petit et al. (2011) proposed a new, innovative and marketable IP diagnosis to evaluate, to qualify and to give insights for the development of SMEs IP practices and use, based on the AIDA approach. Vag (2007) proposed some notions of social network analysis, consumer behavior modeling, and word-of-mouth marketing with an integration of AIDA model.
* Corresponding author. Tel: 98-9391420313
E-mail addresses: sahar_khodakaram@yahoo.com (S. Khodakaram)
copy; 2013 Growing Science Ltd. All rights reserved. doi: 10.5267/j.msl.2013.11.020
Machleit et al. (1993) proposed that for mature brands, ad-evoked affect would not have a strong impact on brand attitude and they formulated brand interest, a new construct, as a more relevant consequence of ad-evoked influence. They presented empirical evidence to support their theory regarding the consequences of ad-evoked influence for mature brands. Verbeke (2000) investigated the effects on the consumer decision-making process towards fresh meat industry in Belgium and implications using AIDA model. Reed and Ewing (2004) proposed seven new techniques, which recognize various purchase situations and varying attitude formation processes. In their model, there were four high involvement models, two variants of a medium-to-lower involvement model, and two low involvement models. Each model provided for both first-time and repeat-purchase situations and all components were developed with the intention of providing advertisers with frameworks to develop integrated marketing communication strategies.
According to Pachauri (2001) to study consumer behavior, it is essential to start by looking into the evolution of the field of consumer research and the various paradigms of thought, which have affected the discipline. She defined a set of dimensions applied to characterize and to differentiate different perspectives on consumer research. Consumer behavior itself emerged as a field of investigation during the 1960s; and has been characterized by two broad paradigms, the positivist and the non-positivist. The positivist paradigm includes the economic, behavioral, cognitive as well as situational perspectives where these perspectives could be referred to as traditional perspectives. On the other hand, the positivist paradigm concentrates on the supremacy of human reason. The author compared these two paradigms in more depth and provided some insight on consumer behavior.
The proposed model
This paper presents an empirical investigation based on AIDA model, which consists of four factors: attention, interest, desire and action. Fig. 1 shows details of the proposed study of this paper.
Action
Desire
Advertisement
Interest
Attention
Fig. 1. The proposed AIDA model
As we can observe from Fig. 1, there are four hypotheses associated with the proposed study of this paper as follows,
-
- There is a meaningful relationship between the effect of advertisement and consumer attention.
- There is a meaningful relationship between the effect of advertisement and consumer interest.
- There is a meaningful relationship between the effect of advertisement and consumer desire.
- There is a meaningful relationship between the effect of advertisement and consumer action.
The study is implemented on one of Irania
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