Title: Exploring the impact of need to evaluate on advertisements: a study of small city Indian consumers

Authors: Varisha Rehman; Anurika Vaish

Addresses: Galgotias University, Plot No. 2, Sector 17-A, Yamuna Expressway, Greater Noida (UP), Gautam Buddh Nagar, Uttar Pradesh, India ' Indian Institute of Information Technology (IIIT), Deoghat, Jhalwa, Allahabad, (UP), India

Abstract: In the past much of the work in advertisement has been done pertaining to the impact of need for cognition and need to affiliation but scanty work is available for need to evaluate. The present study tries to ascertain the impact of need to evaluate (NTE) on advertisement. Before resorting to any decision about the purchase of any product the consumers are induced by advertisements - and any advertisement which maps with the evaluation parameters of the consumer obviously has higher chances of acceptability. Therefore, it becomes important to understand the relationship of need to evaluate with advertisement. This study specifically focuses on exploring the difference for need to evaluation towards advertisements across age groups and genders for a small city in India (n = 436). The study also underpins two important advertising models - generic model of advertising and the expanded ARF model for interactivity for understanding the imperativeness of need to evaluate on advertising.

Keywords: need to evaluate; small towns; small cities; India; age; gender; demography; demographics; consumers; purchasing decisions; advertisements; urban areas; consumer evaluation parameters; ARF model; expanded ARF; Advertising Research Foundation; generic advertising; advertising industry.

DOI: 10.1504/IJICBM.2015.066119

International Journal of Indian Culture and Business Management, 2015 Vol.10 No.1, pp.110 - 121

Available online: 03 Dec 2014 *

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