A Research on the Impact of Advertising Slogans’ Attributes on Consumer Purchase Intention

Abstract

Advertising serves as a bridge between products and consumers. As a means of publicity, the ultimate goal of advertising is to cater to both the psychology and needs of consumers. The promotion of the product is the focal point of any marketing strategy. When designing advertisements, businesses should consider not only whether the content aligns with the product's characteristics but also how consumers perceive the advertisement's content. This paper, therefore, aims to study the effects of various attributes of advertising slogans on consumers' willingness to purchase, considering product types (hedonic, practical, and neutral) and focusing on a key element of advertising content: the slogan. Through this study, the paper concludes the following: the attributes of advertising statements for different product types significantly influence consumer attitudes and purchase intentions. Consumers respond more positively to emotional advertising statements for hedonic products, while rational statements are more effective for practical and neutral products. Moreover, consumer attitudes fully mediate the relationship between advertising statement attributes and purchase intentions for each product type. Thus, consumers are more inclined to purchase hedonic products paired with emotional slogans and practical or neutral products paired with rational slogans. Additionally, the sentence structures of different slogan attributes impact consumers' purchase intentions. For emotional slogans, consumers prefer imperative sentence types; for rational slogans, they favor non-invocative sentence types. This paper explores factors affecting consumers' purchase intentions from both a product and linguistic perspective, aligning with market needs and offering valuable insights for businesses' marketing decisions.