The impact of attitudes towards advertising on playful consumption

Aroean, Lukman (2009) The impact of attitudes towards advertising on playful consumption. In: Academy of Marketing, 2009-07-07 - 2009-07-09, Leeds Metropolitan University.

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Abstract

The paper investigates consumers’ playful experience and their attitudes towards ad. Using SEM, empirical test has been conducted on the relationships between playful consumption and consumers’ sceptical and hedonic attitudes towards advertising. In both digital and non-digital product categories, ad scepticism has been found not to influence experiencing playful enjoyment and playful consumers tend to be responsive to hedonic substances of the advertising. While these seem to be favourable that advertising could be used to approach playful consumers, it was found to generate different impact to them across the two product categories. Further implications and research are identified.

Item Type:	Conference or Workshop Item (Paper)
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing
Depositing User:	LivePure Connector
Date Deposited:	27 Nov 2019 01:23
Last Modified:	24 Sep 2024 07:22
URI:	https://ueaeprints.uea.ac.uk/id/eprint/73015
DOI:

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