dc.description.abstract | “Premenstrual” means the phase in which menses is expected to start. In this research, we think of the way an advertisement appeals to, the way we promote, the hue for advertisement, and the rhythm of music as our independent variables. Besides, we think of menstrual phase as a moderator and our dependent variables include the
attitude toward advertising, attitude toward the product, and purchase intention. There are four studies in this research and we gave out the questionnaire with four advertisements on it to conduct these experiments. The effective quantity of the questionnaire is one hundred and twenty.
Results:
1. Compared with rational appeal, emotional appeal will generate higher attitude toward advertising to female consumers.
2.Compared with premenstrual women, nonpremenstrual women will have higher attitude toward the product while facing a promotion.
3.Compared with the warm color advertisement, the cool color advertisement will generate higher attitude toward advertising, attitude toward the product, and purchase intention to female consumers. If we take menstrual phase into account, premenstrual women will also have higher attitude toward advertising, attitude toward the product, and higher purchase intention while facing the cool color advertisement. However, there’s no difference between warm and cool color advertisement for nonpremenstrual women when it comes to the attitude toward advertising, the attitude toward the product and purchase intention.
4. Compared with the fast-paced music, the slow-paced music will generate both higher attitude toward the product and higher purchase intention to female consumers. Besides, premenstrual women will have higher attitude toward the product than nonpremenstrual women if they are exposed to musical surroundings. If we take menstrual phase into account, premenstrual women will also have higher attitude toward advertising, attitude toward the product, and purchase intention while listening to slow-paced music. However, there’s no difference between fast-paced and slow-paced music for nonpremenstrual women when it comes to the attitude toward advertising, the attitude toward the product and purchase intention.
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