The effects of Ad disliking on purchase intention.
This experimental study aims to investigate the influence of ad disliking on consumers’ purchase intentions. Ad disliking was hypothesized to lead to lower purchase intentions than when ads are liked. In addition, it was also hypothesized to have greater effects on purchase intentions when consumer...
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2008
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sg-ntu-dr.10356-94022023-05-19T06:08:59Z The effects of Ad disliking on purchase intention. Ong, Rachel Cuiting. Chia, Gin Pei Ling. Tan, Shi Hui. Sivakumaran, Bharadhwaj Nanyang Business School DRNTU::Business::Advertising This experimental study aims to investigate the influence of ad disliking on consumers’ purchase intentions. Ad disliking was hypothesized to lead to lower purchase intentions than when ads are liked. In addition, it was also hypothesized to have greater effects on purchase intentions when consumers have low need for cognition, when they are under low-involvement conditions and when they are not brand-loyal. 2008-09-24T07:31:59Z 2008-09-24T07:31:59Z 2004 2004 Final Year Project (FYP) http://hdl.handle.net/10356/9402 Nanyang Technological University application/pdf |
| institution |
Nanyang Technological University |
| building |
NTU Library |
| continent |
Asia |
| country |
Singapore Singapore |
| content_provider |
NTU Library |
| collection |
DR-NTU |
| topic |
DRNTU::Business::Advertising |
| spellingShingle |
DRNTU::Business::Advertising Ong, Rachel Cuiting. Chia, Gin Pei Ling. Tan, Shi Hui. The effects of Ad disliking on purchase intention. |
| description |
This experimental study aims to investigate the influence of ad disliking on
consumers’ purchase intentions. Ad disliking was hypothesized to lead to lower purchase intentions than when ads are liked. In addition, it was also hypothesized to have greater effects on purchase intentions when consumers have low need for cognition, when they are under low-involvement conditions and when they are not brand-loyal. |
| author2 |
Sivakumaran, Bharadhwaj |
| author_facet |
Sivakumaran, Bharadhwaj Ong, Rachel Cuiting. Chia, Gin Pei Ling. Tan, Shi Hui. |
| format |
Final Year Project |
| author |
Ong, Rachel Cuiting. Chia, Gin Pei Ling. Tan, Shi Hui. |
| author_sort |
Ong, Rachel Cuiting. |
| title |
The effects of Ad disliking on purchase intention. |
| title_short |
The effects of Ad disliking on purchase intention. |
| title_full |
The effects of Ad disliking on purchase intention. |
| title_fullStr |
The effects of Ad disliking on purchase intention. |
| title_full_unstemmed |
The effects of Ad disliking on purchase intention. |
| title_sort |
effects of ad disliking on purchase intention. |
| publishDate |
2008 |
| url |
http://hdl.handle.net/10356/9402 |
| _version_ |
1770567127808344064 |