Get Involved! A quantitative study on how the level of investment and type of advertisement text used affects advertisement effectiveness for high-involvement purchases.

Abstract: In this thesis it is investigated whether the level of investment and type of advertisement text used have an impact on advertisement effectiveness for high-involvement purchases. This thesis also investigates whether, for high-involvement purchases, different combinations of the level of investment and the type of advertisement text result in differing impacts on advertisement effectiveness. A quantitative laboratory experiment was conducted with a sample of 226 respondents. People were exposed to one of two advertisements (rational or emotional), with one of three pricings (low, medium, or high level of investment). Subsequently, respondents were asked to answer a questionnaire regarding the advertisement seen. The advertisement effectiveness was evaluated through the DAGMAR-model. The results show that advertisement effectiveness was greater for groups receiving an emotional advertising text than those receiving a rational one. Advertisement effectiveness was also greater for groups receiving a non-regular level of investment than for groups receiving a regular level of investment. However, the combination of the level of investment and the type of advertisement text did not result in differing impacts on advertisement effectiveness.