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Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency.

ABSTRACT: Companies often seek to persuade consumers to buy products or services through assertive advertising, but such advertising is often resisted by consumers. In order to identify ways to increase consumers' preference for assertive advertising, this study starts by considering consumers' anxiety and finds, through two between-group experiments, that the emotional state of consumers when viewing advertisements affects their attitudes toward assertive advertisements: anxious consumers have a more positive attitudes toward assertive advertisement, and cognitive fluency plays a mediating role in the relationship between consumer anxiety and consumer attitudes toward assertive advertisement. This study incorporates consumer anxiety into the study of assertive advertising, thus both enriching the theoretical research on assertive advertising and consumer anxiety and providing novel ideas for companies to enhance the effectiveness of their assertive advertising strategies.

SUBMITTER: Wang J

PROVIDER: S-EPMC9190303 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature

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Publications

Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency.

Wang Jun J

Frontiers in psychology 20220530

Companies often seek to persuade consumers to buy products or services through assertive advertising, but such advertising is often resisted by consumers. In order to identify ways to increase consumers' preference for assertive advertising, this study starts by considering consumers' anxiety and finds, through two between-group experiments, that the emotional state of consumers when viewing advertisements affects their attitudes toward assertive advertisements: anxious consumers have a more pos ...[more]

PMID: 35707673

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Project description:BACKGROUND:One prominent barrier faced by healthcare consumers when accessing health services is a common requirement to complete repetitive, inefficient paper-based documentation at multiple registration sites. Digital innovation has a potential role to reduce the burden in this area, through the collection and sharing of data between healthcare providers. While there is growing evidence for digital innovations to potentially improve the effectiveness and efficiency of health systems, there is less information on the willingness of healthcare consumers to embrace and utilise technology to provide data. AIM:The study aims to improve understanding of consumers' preference for utilising a digital health administration mobile app. METHODS:The online study used a stated preference experiment design to explore aspects of consumers' preference for a mobile health administration app and its impact on the likelihood of using the app. The survey was answered by a representative sample (by age and gender) of Australian adults, and sociodemographic factors were also recorded for analysis. Each participant answered eight choice sets in which a hypothetical app (defined by a set of dimensions and levels) was presented and the respondent was asked if they would be willing to provide data using that app. Analysis was conducted using bivariate logistic regression. RESULTS:For the average respondent, the two most important dimensions were the time it took to register on the app and the electronic governance arrangements around their personal information. Willingness to use any app was found to differ based on respondent characteristics: people with higher education, and women, were relatively more willing to utilise the mobile health app. CONCLUSION:This study investigated consumers' willingness to utilise a digital health administration mobile app. The identification of key characteristics of more acceptable apps provide valuable insight and recommendations for developers of similar digital health administration technologies. This would increase the likelihood of achieving successful acceptance and utilisation by consumers. The results from this study provide evidence-based recommendations for future research and policy development, planning and implementation of digital health administration mobile applications in Australia.

Dataset Information

Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency.

Publications

Consumer Anxiety and Assertive Advertisement Preference: The Mediating Effect of Cognitive Fluency.

Similar Datasets

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