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Annual Conference 2019

du 28 au 31 March 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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3.3b Do Consumers Feel Gratitude Toward the Advertising? Study on Consumers’ Evaluation of Advertising from the Gratitude Perspective

vendredi 29 mars 2019 à 14:45–16:15 CDT
3-Bordeaux
Abstract

The current study examined the influencing factors on the gratitude toward the advertising and the mediating role of both value and intention of advertising between perceptions of advertising function (irritation, informative, and entertainment) and the gratitude toward the advertising. Two studies presented two important findings. First, as expected, the negative perception like irritation had a negative association with advertising gratitude and positive perception like informativeness and entertainment had a positive association with advertising gratitude. Second, the perceived informativeness of advertising was mediated by advertising value on advertising gratitude, while the perceived entertainment influenced directly on advertising gratitude. Details and interpretation were discussed further.

First & Corresponding Author

Doyle Yoon, University of Oklahoma
Authors in the order to be printed.

Doyle Yoon, University of Oklahoma; Sang Chon Kim, University of Oklahoma

Additional Authors

Sang Chon Kim, University of Oklahoma
Chargement en cours …