Consumer Responses to Complex Advertisements: The Moderating Role of Need for Cognition, Knowledge, and Gender

2004 ◽  
Vol 26 (1) ◽  
pp. 9-24 ◽  
Author(s):  
Sanjay Putrevu ◽  
Joni Tan ◽  
Kenneth R. Lord
Keyword(s):  
Need For Cognition ◽  
Consumer Responses ◽  
And Gender ◽  
Moderating Role

Social Network Advertising: The Moderating Role of Processing Fluency, Need for Cognition, Expertise, and Gender

2020 ◽  
Vol 19 (3) ◽  
pp. 298-323
Author(s):  
Yating Pan ◽  
Ivonne M. Torres ◽  
Miguel Ángel Zúñiga ◽  
Reza Fazli-Salehi
Keyword(s):  
Social Network ◽  
Need For Cognition ◽  
Processing Fluency ◽  
And Gender ◽  
Moderating Role

Leadership and Employee Motivation: Moderating Role of Gender

2016 ◽  
Vol 5 (1) ◽  
Author(s):  
Beena Prakash
Keyword(s):  
Transformational Leadership ◽  
Employee Motivation ◽  
Business Environment ◽  
Demand Pull ◽  
Logistics Services ◽  
And Gender ◽  
The Relationship ◽  
Core Issues ◽  
Moderating Role

With the present business environment which is creating a strong demand pull for quality and efficient logistics services, core issues are being gradually removed with time but HR issues are still neglected. Motivation can be the key process of boosting the morale of employees to encourage them to willingly give their best in accomplishing assigned tasks. During growth of any sector, dimensions of leadership can have great impact on employee motivation. This research paper analyzes impact of transformational leadership on employee motivation and moderating role of gender. The result shows significant positive correlation between transformational leadership and employee motivation and gender does moderate the relationship.

Bullying, defending, and outsider behaviors: The moderating role of social status and gender in their relationship with empathy

2018 ◽  
Vol 59 (4) ◽  
pp. 473-482 ◽  
Author(s):  
Beatriz Lucas-Molina ◽  
Alicia Pérez-Albéniz ◽  
Eduardo Fonseca-Pedrero ◽  
Marta Giménez-Dasí
Keyword(s):  
Social Status ◽  
And Gender ◽  
Moderating Role

Moderating Role of Demographics on Attitude towards Organic Food Purchase Behavior

2016 ◽  
pp. 279-295
Author(s):  
Arpita Khare
Keyword(s):  
Organic Food ◽  
Demographic Factors ◽  
Food Products ◽  
Purchase Behavior ◽  
Environmental Attitude ◽  
Food Purchase ◽  
Research Areas ◽  
And Gender ◽  
Moderating Role

The purpose of the current research is to examine moderating role of demographics on attitude towards organic food purchase behavior. Environmental attitude components were classified as actual, verbal, and affect commitment. Data was collected through survey technique in six cities across India. The findings revealed that consumers' attitude towards organic food purchase was influenced by attitude components of Actual and Verbal commitment and moderated by demographic factors of income, gender and age. The findings can be of use to firms marketing organic food brands in India. Environmental attitude factors and demographic factors like income, age, and gender can be used for profiling consumers. With increased growth of organic food market in the country, green marketing and organic food products are upcoming research areas. There is limited research on Indian consumers' attitude towards organic food products. The findings can provide valuable insights to companies marketing these products in the country.

scholarly journals Consumer Responses to Explicit Sexual Stimuli in Advertising: Artistic vs Provocative Style

2017 ◽  
Vol 11 (1) ◽  
pp. 102
Author(s):  
Marcello Tedeschi ◽  
Beatrice Luceri ◽  
Sabrina Latusi ◽  
Donata Tania Vergura ◽  
Cristina Zerbini
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Emotions ◽  
Communication Effectiveness ◽  
Consumer Responses ◽  
Sexual Stimuli ◽  
Sexual Appeal ◽  
Consumer Perspective ◽  
Moderating Role

This study extends prior research on sexual appeal advertising by developing a model of consumer responses to explicit sexual stimuli conveyed through different expressive styles (artistic versus provocative). A between-subjects experimental design (N=369) was conducted. The theoretical model includes ad-, brand- and behaviour-related variables. Structural equation modelling was used to estimate the hypothesized relationships.Findings reveal that the use of an artistic format stimulates a better response than the use of images in merely provocative poses. From a female consumer perspective, all paths were positive and significant when exposed to the artistic nudity stimuli, with the only exception of the positive emotions-purchase intention relationship. Results suggest a moderating role of the mode of representing sexual images on attitude-intention relationships. From a male consumer perspective, the response was similar, but any effect was present between attitude towards the advertisement and purchase intention. Support was found for a moderating influence of expressive styles on positive emotion-attitude towards the brand relationship.The paper sheds new lights on the way explicit sexual stimuli can be represented, offering a contribution to improving the communication effectiveness of products and brands that exploit sexual stimuli.

Entrepreneurial intention of Indian university students: the role of opportunity recognition and entrepreneurship education

2020 ◽  
Vol 62 (7/8) ◽  
pp. 843-861
Author(s):  
Aamir Hassan ◽  
Imran Saleem ◽  
Imran Anwar ◽  
Syed Abid Hussain
Keyword(s):  
University Students ◽  
Self Efficacy ◽  
Entrepreneurship Education ◽  
Entrepreneurial Intention ◽  
Opportunity Recognition ◽  
Content Type ◽  
And Gender ◽  
Business And Management ◽  
Moderating Role

PurposeThe purpose of this study is to investigate the impact of opportunity recognition and entrepreneurial self-efficacy on the entrepreneurial intention of Indian university students. This paper also examines the moderating role of entrepreneurship education and gender on the opportunity recognition–intention and self-efficacy–intention relationships.Design/methodology/approachThe data were collected through a comprehensive questionnaire from 334 students having business and management background. Confirmatory factor analysis was used to ensure the reliability and validity of all the constructs, and structural equation modeling was used to test the proposed hypotheses.FindingsThis study unveils three important findings. First, opportunity recognition and self-efficacy both show a significant positive impact on the entrepreneurial intention of students. Second, education positively moderates “self-efficacy–intention relationship”, and third, gender negatively moderates “opportunity recognition–intention” and “self-efficacy–intention” relationships.Research limitations/implicationsThis study has been carried out using a sample of students from only one university, and the study included only business and management background students. Similar studies can be conducted by adding more motivational and contextual factors with an increased sample size of students having different educational backgrounds.Practical implicationsThis study provides pragmatic support to formulate new educational initiatives that can support students in their present or future entrepreneurial projects.Originality/valueThis study adds to the scarce literature on opportunity recognition and entrepreneurial intention and also highlights the moderating role of entrepreneurship education and gender on opportunity recognition–intention and entrepreneurial self-efficacy–intention relationships.

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