The Use of Sports Related Emotions in Advertisements: Increasing Purchase Intent. Affective Marketing Model Development

• Other Authors: Rynarzewska, Anna Izabela (authoraut)
• Format: Others
• Language: English; English
• Published: Florida State University
• Subjects: Accounting
• Online Access: http://purl.flvc.org/fsu/fd/FSU_migr_etd-1961

This study intended to extract factors that could be successfully used to increase purchase intent. Moreover, this study attempted to increase existing knowledge in marketing of sportswear. This study's main focus was to test which emotions are the most commonly experienced by the respondents during active sports participation. It was hypothesized that the use of those sports-related emotions in advertisements would improve sportswear purchase intent for those who actively participate in athletic activities. This study confirmed the importance of affect in advertising. However, it failed to establish a clear marketing model that would strictly rely on affect as a major force to increased purchase intent. An adjusted affective marketing model was proposed. === A Thesis Submitted to the School of Communication in Partial Fulfillment of the Requirements for the Degree of Master of Science. === Spring Semester, 2010. === December 7, 2009. === Sports, Purchase Intent, Marketing Model, Affect, Advertising === Includes bibliographical references. === Steven McClung, Professor Directing Thesis; Joe Cronin, Committee Member; Jay Rayburn, Committee Member.