The Impact of Divergence on Consumer Purchase Intentions | ||
| MSA-Management Sciences Journal | ||
| Volume 2, Issue 4, November 2023, Pages 38-72 PDF (798.06 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/msamsj.2023.235574.1027 | ||
| Author | ||
| Ahmed Moustafa Maree* | ||
| Marketing, Management Sciences, MSA University | ||
| Abstract | ||
| Abstract: The significance of creativity in advertising is often undervalued in advertising research. This study aims to address this gap by examining the role of one of the crucial aspects of advertising creativity: divergence. The research is a descriptive conclusive one and the data was collected from a convenience sample of Egyptian consumers. A total of 237 respondents completed the questionnaire, and these responses were analyzed using SPSS 26.0 techniques as CFA and regression. The findings of this study highlight the importance of divergence and its interaction with other factors, such as age, gender and occupation in shaping positive consumer purchasing intentions. The study also found that Ads with high divergence are likely to enhance consumer purchasing intentions. The interaction of gender with divergence factors was of no significance while age and occupation have shown interesting results when interacting with divergence factors. The results also provide some valuable insights about how to craft effective advertisements with the use of divergence according to the consumer's characteristics as consumers at some younger age stages may be affected by some divergence factors while others with higher age stages may not which as well as occupation, which can help advertisers craft advertising messages more effectively considering such factors. | ||
| Keywords | ||
| Advertising creativity; divergence; purchasing intentions | ||
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