Aroean, L., 2009. The impact of attitudes toward advertising to playful consumption. In: Academy of Marketing 2009, 7-9 July 2009, Leeds Metropolitan University, England. (Unpublished)
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Official URL: http://www.leedsmet.ac.uk/conferences/am2009/index...
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)|
|Uncontrolled Keywords:||Playful Consumption Attitudes towards Advertising Structural Equation Modeling Digital Products|
|Subjects:||Technology > Business, Management and Marketing|
|Group:||Business School > Centre for Research in Management|
|Deposited By:||Dr. Lukman Aroean|
|Deposited On:||23 Jan 2012 14:57|
|Last Modified:||07 Mar 2013 15:18|
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