Thinking style sensation seeking selfconcept and motivational needs as moderators of impact of advertisements on purchase decision

Abstract

Present study investigated the impact of advertisements on purchase decision making process in terms of rational and emotional advertisement appeals. The study also analysed the moderating influence of few highly relevant internal cognitiveaffective variables i.e. thinking styles, sensation seeking, self-concept and motivational needs of the consumers on the impact of rational and emotional advertisements on purchase decision. Few demographic factors such as gender, education, income, age and user status (first time and repeated buyer) of the consumers were considered as extraneous variables and its influence were statistically examined through subsidiary hypotheses testing.