Thayer Model: Sebagai Model Pemahaman Consumer Behavior Intention yang Dipengaruhi Tension dan Energy Dalam Iklan Dengan Konsept High Fear Appeals  

Oleh:

Rachmawati, Veronika

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: Journal of Economics, Business, & Accountancy: ventura vol. 11 no. 2 (Aug. 2008), page 117-132.
Topik: Tension; Energy; Behavior to Advertisement; Behavior Intention; Fear Appeals

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: VV5.6 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Several research have found that consumer interest on one product is caused by the exist of advertisement that convince their attention. Many kinds of techniques have been done by the marketing communicator to reach the goals that the company wants. One techniques used is the of fear appeals. The main goal of this research is to test empirical to the hypothesis about tension to energy, tension to behavior to advertisement, energy to behavior on advertisement, behavior to advertisement on behavior intention. Besides testing the hypothesis empirical, it is also done research model testing by using SEM (Structural Equation Modelling). Printed advertisement which is choosen is advertisement picture with choosen specialize the advertisement use by high fear appelas concept with the goal to see whether this concept will cause behavior attention. Research result shows that there are several hypothesis that were not accepted, and from 7 goodness of fit criteria, there are only 4 size that show fit criteria. It is expected the research result can be useful for marketing communicator especially if using advertisement with fear appeals concept.

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