Impact of advertising strategies on the cognitive and behavioral component of attitude of women consumers
| Date | 12 December 2017 |
| Pages | 413-433 |
| Published date | 12 December 2017 |
| DOI | https://doi.org/10.1108/JABS-08-2015-0147 |
| Author | Harminderjit Kaur,Bikramjit Singh Hundal |
| Subject Matter | Strategy,International business |
Impact of advertising strategies on the
cognitive and behavioral component of
attitude of women consumers
Harminderjit Kaur and Bikramjit Singh Hundal
Harminderjit Kaur is
based at University
Business School, Guru
Nanak Dev University,
Amritsar, India.
Bikramjit Singh Hundal is
based at Guru Nanak
Dev University, Amritsar,
India.
Abstract
Purpose –The purpose of this paper is to cover the gap from the previous literature with regard to the
cognitive and the behavioural component of attitude of consumers. The literature was scant in
examining the influence of the mostly used traits on the purchase behaviour and the switching behaviour
of consumers. Therefore, this research paper examines the impact of different marketing strategies
used by the advertisers on the components of the attitude of the consumers.
Design/methodology/approach –First, the perception of the consumers towards the traits was
measured by the factor analysis approach. Second, the impact of the traits on the purchase behaviour
of consumers was scrutinized using regression analysis, and then descriptive statistics approach was
used to analyse the switching behaviour and the most important tactic used in the advertisement.
Findings –The results indicate that repeated exposure, comparison of products and sexual appeals
has a significant impact on the mind of consumers which determines the influence of advertising tactics.
Further, the results evaluated that information, pricing element, image of company and sexual appeal
are the other important traits influencing the cognitive attitude of consumers. The consumers switch to
the advertised products which indicate the behavioural change with the impact of advertisement.
Research limitations/implications –This research paper is suffering from some limitations as the
area of research is restrained to the urban population of three districts of Punjab only, i.e. Amritsar,
Jalandhar and Ludhiana, because of which the results cannot be generalized for other areas. Due to the
changing behaviour and the attitude, income level and media, the response of the consumers in the
present study may not be relevant in the future period. The study was confined to the working women
consumers only and does not represent the whole population.
Practical implications –This research paper provides an insight to the marketers. The managers can
measure how by using appropriate tactics can they make their advertising more effective. In case of
unfamiliar products, the attitude of consumers to accept or to avoid the product is influenced by the
tactics used by the marketers. It was recommended that the marketers must use the appropriate tactics
to make their products/brands more pertinent and important among the consumers.
Originality/value –This research paper examines the impact of TV advertisement of beauty products
on the components of the attitude of the urban working women consumers. This study presents the
influence of the various marketing strategies used in the advertisement to influence the purchase and
the switching behaviour of consumers.
Keywords Advertising attitude, Advertising tactics, Behavioural component, Cognitive component
Paper type Research paper
1. Introduction
With the changing scenario, women are becoming more financially independent and
knowledgeable due to which there is an increase in the awareness and the consciousness of
their ability to purchase the product. They are now more concerned about the information of the
products and services they get from different modes. The most popular medium of getting
information among women consumers is television advertisement which not only provides
relevant information but also influences their purchase behaviour (Sonkusare, 2013).
Received 31 August 2015
Revised 19 November 2015
6 January 2016
9 February 2016
8 April 2016
Accepted 19 April 2016
DOI 10.1108/JABS-08-2015-0147 VOL. 11 NO. 4 2017, pp. 413-433, © Emerald Publishing Limited, ISSN 1558-7894 JOURNAL OF ASIA BUSINESS STUDIES PAGE 413
According to Sharma (2013), after watching television advertisement, 63.2 per cent women
consumers decide to purchase the advertised product. The advertisement is a promotional tool
used by the marketers to attract the consumer’s attitude positively. The advertiser tries to
influence the perception of consumers by using different techniques which includes the various
traits. These traits influence the perception and the behaviour of the consumers by showing a
good picture of the products being advertised. Lin (2011) examined that the appeals used in
the advertisement affect the attitude of consumers and the rational appeals were more
influencing as compared to the emotional appeals. The advertisement provides the information
of the product as well as the knowledge of the company to the consumers, which influence their
behaviour (Mickel, 1990). Considering the influence of advertisement, Ayanwale et al. (2005)
stated that from the past few years there is a considerable increase in the importance of
advertisement among the consumers. Supporting the statement, Unsal and Yüksel (1984) said
that the consumers prefer the advertised products more as compared to the non-advertised
products. Kotwal et al. (2008) declared that the respondents of his study preferred to purchase
the branded products which were advertised more on television. According to Shimp (1981),
the advertisement creates a positive attitude in the mind of consumers towards the
advertisement. Some authors believe that when the consumer is exposed to the advertisement,
the emotional feelings towards the product affect the attitude towards the advertisement
(Madden et al., 1988; Aylesworth and MacKenzie, 1998). But Stout and Rust (1993) argued that
the positive affective attitude towards the advertisement is different from the belief and
the perception of the consumers towards the advertisement. The advertisement influences the
cognitive and the behavioural components of attitude of consumers. Under the cognitive
learning the effort of advertiser’s lies in making the products familiar to the consumers. To
make the massage in advertisement more affective, the marketers use the tactics which
influence the perception of consumers resulting in the change in behaviour of consumers. The
behavioural component of consumers includes the change in the purchase behaviour and
switching behaviour of the consumers. The cognitive component of the attitude of the
consumers forms positive as well as negative attitudes towards advertisement which influences
the behavioural attribute of the attitude. The positive influence on the mind of the consumers
forces them to purchase the advertised products and the negative perception increases the
avoidance of the advertisement. There are various tactics which help the advertisers to put a
long-lasting impact on the mind of the consumers. The study by Siddiqui shows that the quality
of the product shown in advertisement, celebrity endorsement, content credibility, repetition of
advertisement, information facts about the product, emotional appeals and effectiveness of the
advertising message were the factors which influences the purchase intention of the
consumers. Thus, from the previous literature, some of the tactics were taken in this study to
measure the influence on the cognitive as well as the behavioural component of the consumers
which were discussed below.
1.1 Repeated exposure
One of the major tools used by the advertisers to influence the perception of consumers
includes the repetition of advertisement. Repetition of advertisement is generally the
exposure of the same product again and again with a motive to increase the popularity of
the product among the consumers. Ray and Sawyer (1971) evaluated that the repetition of
advertisement and the selection of media strategies must be according to the classification
of the products, brand positioning, format and goal of advertisement; Sawyer (1973) stated
different effects of the repetition of the reputational and the supportive advertisement
appeals on brand purchase intention in case of different product class. The effect of the
repetition of advertisement on the attitude of consumers has been measured by different
authors. Craig et al. (1976) identified that higher level of repetition creates higher
persistence of brand name recall. According to Batra and Ray (1986), the repetition of
advertisement increases the purchase behaviour of consumers and also helps in forming
the positive brand attitude of the product. Mehta (2000) stated that more exposure of
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