Investigating the Effect of Levels of Advertisement Metacognitive Difficulty on Individuals’ Involvement from Persistence Dimension

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Zarezadeh Zahra; Tabatabai Nasab Seyed Mohammad; SHAFIEI SEYED ALI

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Journal Paper

Paper Information

Journal: New Marketing Research Journal Year:2020 | Volume:9 | Issue:4 (35) Page(s): 15-32

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Information Journal Paper

Title

Investigating the Effect of Levels of Advertisement Metacognitive Difficulty on Individuals’ Involvement from Persistence Dimension

Author(s)

Zarezadeh Zahra | Tabatabai Nasab Seyed Mohammad | SHAFIEI SEYED ALI | Issue Writer Certificate

Keywords

Luxury BrandQ1

AdvertisementQ2

Mental InvolvementQ1

Metacognitive DifficultyQ1

Processing FluencyQ1

Abstract

The purpose of this study was to investigate the effect of levels of Metacognitive Difficulty in Advertisement on Mental Involvement from persistence dimension. This research is applied with the method of quasi-experimental post-test with control group based on manipulation of advertising image quality. A total of 136 students of Yazd University were selected by convenience sampling method and were randomly assigned to 8 experimental and control groups with 17 members. The data of this study were collected from October 2017 to December 2018 by the implementation of MATLAB program. SPSS software was used for data analysis. Also, T-test was used to compare the mean of the two populations. The results revealed that the individuals’ Mental Involvement was more in semi-complex advertising and Luxury Brand advertising. However, completely difficult or easy Advertisement did not have a significant effect on the individuals’ involvement from persistence dimension.

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APA: Copy

Zarezadeh, Zahra, Tabatabai Nasab, Seyed Mohammad, & SHAFIEI, SEYED ALI. (2020). Investigating the Effect of Levels of Advertisement Metacognitive Difficulty on Individuals’ Involvement from Persistence Dimension. NEW MARKETING RESEARCH JOURNAL, 9(4 (35) ), 15-32. SID. https://sid.ir/paper/401165/en

Vancouver: Copy

Zarezadeh Zahra, Tabatabai Nasab Seyed Mohammad, SHAFIEI SEYED ALI. Investigating the Effect of Levels of Advertisement Metacognitive Difficulty on Individuals’ Involvement from Persistence Dimension. NEW MARKETING RESEARCH JOURNAL[Internet]. 2020;9(4 (35) ):15-32. Available from: https://sid.ir/paper/401165/en

IEEE: Copy

Zahra Zarezadeh, Seyed Mohammad Tabatabai Nasab, and SEYED ALI SHAFIEI, “Investigating the Effect of Levels of Advertisement Metacognitive Difficulty on Individuals’ Involvement from Persistence Dimension,” NEW MARKETING RESEARCH JOURNAL, vol. 9, no. 4 (35) , pp. 15–32, 2020, [Online]. Available: https://sid.ir/paper/401165/en

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