Authors : Maryam Borborjafari, Sedigheh Khorshid and Abbasali Rastegar
Abstract: In the present meta-competitive era, all company communicators seek to put some information in their audienceor customers’ mind to influence their decision to purchase. Companies’ efforts to create attention in their messages on the one hand and the increasing spread of advertising messages on the other hand have created a significant paradox in the field of advertising. In such circumstances, the advertiser may spend many costs without reaching the target without the necessary ensuring of their ads’ effectiveness. Therefore, the importance of this research is what all have believed today. The purpose of this research is to evaluate and explain the relationship ofthe rational advertising appeals, cognitive information processing styles and advertising effectiveness. The present study is applied in terms of the purpose and descriptive and correlational in terms of data collection. The required data were collected using inventory and distributing it among 133 students. SPSS and LISREL Software are used to analyze the data. The results showed that advertising appeal has a direct and positive impact on the rational processing style and the effectiveness of advertising. The hypothesis of the effectiveness of rational processing style on advertising effectiveness is rejected. Thus, advertising companies should conduct their marketing research more accurately because these researches show the characteristics, needs and assessments of our target audience and finally, their behavior. This information can help designing the most effective advertising and implementing the most appropriate advertising appeal.
Maryam Borborjafari, Sedigheh Khorshid and Abbasali Rastegar, 2016. Evaluating the Relationship of Rational Advertising Appeals, Cognitive Information Processing Styles of Consumers and Advertising Effectiveness. International Business Management, 10: 2928-2934.