Please use this identifier to cite or link to this item: http://hdl.handle.net/10603/201862
Title: Thinking style sensation seeking selfconcept and motivational needs as moderators of impact of advertisements on purchase decision
Researcher: Varma Satheesh M
Guide(s): Manjula M Y
Keywords: Advertisements
moderator variables
Purchase Decision
sensation seeking
University: Mangalore University
Completed Date: 2014
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.
Pagination: vi, 160
URI: http://hdl.handle.net/10603/201862
Appears in Departments:Department of Psychology

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02_declaration.pdf52.29 kBAdobe PDFView/Open
03_certificate.pdf49.65 kBAdobe PDFView/Open
04_acknowledgement.pdf58.57 kBAdobe PDFView/Open
05_list of tables.pdf48.09 kBAdobe PDFView/Open
06_list of abbreviations.pdf43.42 kBAdobe PDFView/Open
07_abstract.pdf51.6 kBAdobe PDFView/Open
08_chapter1.pdf208.47 kBAdobe PDFView/Open
09_chapter2.pdf164.6 kBAdobe PDFView/Open
10_chapter3.pdf150.72 kBAdobe PDFView/Open
12_chapter5.pdf135.08 kBAdobe PDFView/Open
13_references.pdf145.64 kBAdobe PDFView/Open
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