Investigating Contemporary Advertising Effectiveness on Consumer Behavior: A Focus on The Cognitive Response Model

Document Type : Original Article

Authors

1 Media Management, College of Management and Technology, Arab Academy for Science, Technology and Maritime Transport

2 College of Management and Technology, Arab Academy for Science, Technology and Maritime Transport

Abstract

Purpose: This study investigates the impact of advertising exposure on consumers’ cognitive responses to determine if advertising fosters their attitude towards the brand and the communicated message, leading to their purchase intention. Methodology: This study is considered descriptive research. This research took place from September to December 2021 (cross-sectional timeframe). Administrated questionnaires were distributed among Egyptian consumers through the use of online surveys of Google Forms to gather large volumes of data that can be analyzed for frequencies, averages, and patterns. A QR code was created so that respondents in the study could use their mobile phones to answer the questionnaire. These respondents were sampled through mall intercept convenience sampling. 400 questionnaires were analyzed using a statistical package for social science (SPSS) to test the emerged hypotheses. Findings: The findings of this investigation indicate that consumers' brand attitudes are influenced by their exposure to advertising, which in turn affects their purchasing intentions. Although consumers' attitudes toward advertising were influenced by product-oriented, ad-execution, and source-oriented views, these attitudes did not substantially impact their purchase intentions. Originality/value: This study enables a new perspective on how advertising should trigger consumers' cognitive responses and thought processes about the content to impact consumer behavior effectively. Elucidating the cognitive response theory, this study adds insights into how advertising can shape favorable brand attitudes and purchase intentions.

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