Exploring the impact of need to evaluate on advertisements: a study of small city Indian consumers Online publication date: Thu, 30-Apr-2015
by Varisha Rehman; Anurika Vaish
International Journal of Indian Culture and Business Management (IJICBM), Vol. 10, No. 1, 2015
Abstract: In the past much of the work in advertisement has been done pertaining to the impact of need for cognition and need to affiliation but scanty work is available for need to evaluate. The present study tries to ascertain the impact of need to evaluate (NTE) on advertisement. Before resorting to any decision about the purchase of any product the consumers are induced by advertisements - and any advertisement which maps with the evaluation parameters of the consumer obviously has higher chances of acceptability. Therefore, it becomes important to understand the relationship of need to evaluate with advertisement. This study specifically focuses on exploring the difference for need to evaluation towards advertisements across age groups and genders for a small city in India (n = 436). The study also underpins two important advertising models - generic model of advertising and the expanded ARF model for interactivity for understanding the imperativeness of need to evaluate on advertising.
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