The effects of Ad disliking on purchase intention.

• Main Authors: Ong, Rachel Cuiting., Chia, Gin Pei Ling., Tan, Shi Hui.
• Other Authors: Sivakumaran, Bharadhwaj
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/9402
• Institution: Nanyang Technological University

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...