A Touch of Words: Influencing Consumers’ Purchase Intentions Using Touch-Describing Adjectives in Digital Advertisements
Master thesis
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http://hdl.handle.net/11250/2623589Utgivelsesdato
2019Metadata
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- Master of Science [1525]
Sammendrag
The purpose of this master thesis is to investigate whether touch-describing
adjectives in a digital advertisement can trigger consumers purchase intention. We
answer this question by conducting an online survey-based experiment, and first
find that consumers’ need for touch moderates the effect of touch-describing
adjectives on perceived physical control. Secondly, we find that perceived physical
control and perceived ownership mediate the effect of touch-describing adjectives
on purchase intention. Further, we find that there is a positive total effect of touchdescribing
adjectives on purchase intention. Finally, we see an indication that
arousal has a moderating effect on the relationship between touch-describing
adjectives and perceived physical control.
These findings contribute to extending the existing theoretical framework
developed by Peck, Barger and Webb (2013) in their article; “In Search of a
Surrogate for Touch: The Effect of Haptic Imagery on Perceived Ownership”. In
addition, it is of relevance for businesses looking to find new ways to influence their
customers through digital advertisements.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019