An Examination of the Effect of Emotional Responses to Sports Product Advertising on Purchase Intention
Project no. 32889 · Status: Kapanmış (Yayın bekleniyor) · 2025
Summary
<p>This study aims to examine the effect of emotional responses elicited by sports product advertisements on consumers’ purchase intention. A further objective is to determine whether the relationship between emotional responses to sports advertisements and purchase intention differs according to gender and brand awareness. The sample consisted of 240 volunteer university students with a mean age of 21.09 ± 2.25 years. Each participant viewed four sports product advertisements selected from a total of six advertisements (three belonging to well-known brands and three to lesser-known brands) at two separate sessions conducted 15 days apart. Advertisements were presented in a balanced manner in terms of gender distribution and thematic content. Immediately after viewing each advertisement, participants’ emotional responses were assessed using the Self-Assessment Manikin (SAM) to measure levels of pleasure and arousal. Purchase intention was measured using a four-item scale. To examine the predictive effect of pleasure and arousal on purchase intention, linear regression analyses were conducted. In addition, independent samples t-tests, one-way and two-way analyses of variance (ANOVA), and Pearson correlation analyses were employed to explore differences and relationships among variables. The findings indicate that both pleasure and arousal significantly predict purchase intention. The thematic structure of the advertisements led to significant differences in pleasure, arousal, and purchase intention across gender and income groups. Female participants reported significantly higher levels of pleasure, arousal, and purchase intention compared to male participants. Furthermore, advertisements for well-known brands generated higher levels of pleasure, arousal, and purchase intention than those for lesser-known brands. However, the relationships among emotional responses and purchase intention were stronger in advertisements for lesser-known brands. No significant interaction effect between gender and brand awareness on the study variables was observed. Overall, the results suggest that emotional responses play a central role in shaping consumers’ purchase intentions in the context of sports product advertising. Accordingly, sports brands are advised to design advertising strategies that emphasize emotional stimulation while accounting for gender- and income-based differences. In particular, emotionally oriented advertising content may be especially effective for lesser-known brands seeking to establish long-term consumer relationships.</p>