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http://dx.doi.org/10.9716/KITS.2013.12.4.235

Effectiveness on Public Advertisement Interaction of Advertiser Awareness, Advertisement Appeal and Customer Involvement and Need for Cognition  

Park, Junyoung (한국과학기술원 경영대학)
Kang, Dongwoo (한국과학기술원 경영대학)
Kang, Hyunjin (한국과학기술원 경영대학)
Kwon, Hyeyon (한국과학기술원 경영대학)
Kim, Joontae (한국과학기술원 경영대학)
Park, Byungho (한국과학기술원 경영대학)
Jo, Hyeon (동아대학교 경영대학 경영정보학과)
Publication Information
Journal of Information Technology Services / v.12, no.4, 2013 , pp. 235-253 More about this Journal
Abstract
This research investigates the interaction effects of factors, namely, advertiser awareness, advertisement appeal, and customer involvement and need for cognition, selected from the parties involved in public service advertisement. Manipulating the participant's involvement, attitude toward the advertisement and the advertiser and intention to donate according to 2 (awareness) X 2 (cognitive/affective appeal) factors were surveyed. In result, participants with high involvement were relatively less affected by advertiser awareness. Also, high need for cognition indicated less effect of advertiser awareness on intention to donate. Moreover, when cognitive appeal is used, advertiser awareness affected less on consumers' attitude toward the advertisement and the advertiser and intention to donate. Further issues on changing customers' attitudes and behaviors are discussed.
Keywords
Public Advertisement; Advertiser; Customer Involvement; Need for Cognition;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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