Purpose

The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also examined.

Design/methodology/approach

The study utilized a 2 (advertising appeal: emotional vs rational) ×2 (gender: male vs female)×2 (sport product type: utilitarian vs hedonic) research design. Data were collected from 160 sport product users. The collected data were analyzed using three-way analysis of variance (ANOVA).

Findings

The results indicated that emotional advertising has a greater impact on the attitude toward advertising and the intention to purchase sports products. The results also revealed that rational advertising appeals have more impact for utilitarian sports products and that emotional advertising appeals are more effective for hedonic sports products. However, there were no significant effects for gender as a moderating variable.

Originality/value

This is the first study to examine responses to rational and emotional appeals in sports product advertisements.

中文翻译：

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比较年轻人对理性和感性体育产品广告的反应：产品类型和性别的调节作用

目的

该研究的目的是比较年轻人对理性和感性体育产品广告的反应。还检查了产品类型和性别的调节作用。

设计/方法/方法

该研究采用了 2（广告诉求：感性 vs 理性）×2（性别：男性 vs 女性）×2（运动产品类型：实用 vs 享乐）的研究设计。数据来自 160 名运动产品用户。使用三向方差分析（ANOVA）分析收集的数据。

发现

结果表明，情感广告对广告态度和体育产品购买意愿的影响较大。结果还显示，理性的广告诉求对功利性体育产品的影响更大，而情感化的广告诉求对享乐运动产品的影响更大。然而，性别作为调节变量没有显着影响。

原创性/价值

这是第一项研究对体育产品广告中的理性和情感诉求的反应。