Arousal Safety Leading to Purchase Intention: The Role of Moderating and Mediating Variables in Structural Model
Hameed, Irfan and Zainab, Bibi and Shamim, Syed Jazib (2018): Arousal Safety Leading to Purchase Intention; The Role of Moderating and Mediating Variables in Structural Model. Published in: Journal of Social Sciences and Humanities , Vol. 57, No. 2 (2018): pp. 77-96.
20 Pages Posted: 12 Feb 2019
Date Written: December 31, 2018
The effect of arousal safety has been analyzed on purchase intention, then attitude towards the advertisement and attitude towards the brand have been incorporated as intervening variables between the relationships. The interaction effect of self-monitoring and message arguments have also been taken in to consideration for better understanding of the consumer’s response. The data has been gathered from 206 respondents by using purposive sampling method. The research instrument was comprised of summated rating/additive scale (likert scale) and semantic differential scaling. Confirmatory Factor Analysis has been applied after the application of preliminary tests on the data. Structure Equation Modeling and moderation and mediation analysis have also been applied to test the hypotheses. Arousal safety in the advertisements shape consumers response and it proved to be a fully mediated model. Self-monitoring also probes the relationship. Message arguments haven’t had any affect as moderator, hence can be used as a focal predictor. The study is a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the effects of arousal safety in advertisements. The study extends the field of advertising in the direction of arousal safety (Humor) effects. In comparison to previous research, empirical evidence on the arousal safety in television advertising and purchase intention in relation with moderating and mediating variables is provided.
Keywords: Arousal Safety, Humor in Advertising, Purchase Intention, Attitude Towards the Advertisement, Attitude Towards the Brand
JEL Classification: M-3
Suggested Citation: Suggested Citation