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Differences in the determinants of purchase intention through advertisements and advertising recognition among product types

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A Publisher Correction to this article was published on 11 December 2020

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Abstract

The differences in effective advertising creative (intended to communicate a company’s message to consumers) among product types have been poorly understood, despite the importance for advertising success. Using survey data on consumer responses to 2525 TV advertisements in Japan, this study investigates the differences in the determinants of purchase intention through advertisements and advertising recognition among product types defined on the basis of consumers’ perceived risk and product knowledge. An empirical analysis using advertising likability and advertising perceptual scale constructs as factor-side variables reveals the heterogeneity in the determinants of purchase intention—the pattern of which is not predicted by the elaboration likelihood model—and the homogeneity in the determinants of advertising recognition. Furthermore, this study finds that advertising likability does not fully moderate the influence of advertising perceptual scale constructs, which suggests that it is an insufficient indicator to represent various perceptual dimensions of advertising.

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Notes

  1. The questionnaire was developed in Japanese by a marketing research company. The survey items were translated into English by the author, to be included in this paper.

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Acknowledgements

The author thanks the editors and two anonymous reviewers for their constructive comments and suggestions. The author also appreciates the feedback offered by Professor Toshie Takeuchi from Hosei University, Japan.

Funding

This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.

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Authors and Affiliations

  1. Graduate School of Business Administration, Hosei University, Tokyo, Japan

    Tatsuya Kawahara

  2. Video Research Ltd., 6-17, Sanban-cho, Chiyoda-ku, Tokyo, 102-0075, Japan

    Tatsuya Kawahara

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  1. Tatsuya Kawahara
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Correspondence to Tatsuya Kawahara.

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Communicated by Takahiro Hoshino.

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The original online version of this article was revised due to the footnote about R2 was included incorrectly in Table 5 and removed in this version.

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Kawahara, T. Differences in the determinants of purchase intention through advertisements and advertising recognition among product types. Behaviormetrika 48, 117–140 (2021). https://doi.org/10.1007/s41237-020-00121-9

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