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IMPACT OF ADVERTISING APPEALS ON CHILDRENS WELLBEING EXPLORING THE MODERATING ROLE OF DISPOSITION

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07 Pages : 64-76

http://dx.doi.org/10.31703/gssr.2021(VI-II).07      10.31703/gssr.2021(VI-II).07      Published : Jun 2

Impact of Advertising Appeals on Children's Well-being: Exploring the Moderating Role of Disposition

Abstract

    This research study aimed to examine the effect of advertisement appeals on the psychological well-being of children and assess the moderating role of disposition in the relationship of children's psychological well-being and advertisement appeals. The study was conducted by using primary data. Data was collected through the survey conducted in three-time lags from the children of age ranging from 8 to 12 years. A self-administered questionnaire was distributed among a sample of 578 children. For the selection of sample nonprobability, convenience sampling technique was employed, whereas descriptive and inferential statistical tools were utilized for the data analysis with the help of statistical packages for social sciences (SPSS) and analysis of moment structure (AMOS) version 23. Research findings showed that advertising appeals have a significant positive effect on the psychological well-being of children. Furthermore, disposition positively moderates the relationship between advertising appeals and the psychological well-being of the children.

    Emotional Appeals, Rational Appeals, Disposition, Time Lags and Children's Psychological Well-being

    (1) Shahid Mehmood
    PhD Scholar, Department of Business Administration, Foundation University Islamabad, Pakistan.
    (2) Amir Gulzar
    Professor, Department of Business Administration, Foundation University Islamabad, Pakistan.
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Cite this article

APA

    APA : Mehmood, S., & Gulzar, A. (2021). Impact of Advertising Appeals on Children's Well-being: Exploring the Moderating Role of Disposition. Global Social Sciences Review, VI(II), 64-76. https://doi.org/10.31703/gssr.2021(VI-II).07

CHICAGO

    CHICAGO : Mehmood, Shahid, and Amir Gulzar. 2021. "Impact of Advertising Appeals on Children's Well-being: Exploring the Moderating Role of Disposition." Global Social Sciences Review, VI (II): 64-76 doi: 10.31703/gssr.2021(VI-II).07

HARVARD

    HARVARD : MEHMOOD, S. & GULZAR, A. 2021. Impact of Advertising Appeals on Children's Well-being: Exploring the Moderating Role of Disposition. Global Social Sciences Review, VI, 64-76.

MHRA

    MHRA : Mehmood, Shahid, and Amir Gulzar. 2021. "Impact of Advertising Appeals on Children's Well-being: Exploring the Moderating Role of Disposition." Global Social Sciences Review, VI: 64-76

MLA

    MLA : Mehmood, Shahid, and Amir Gulzar. "Impact of Advertising Appeals on Children's Well-being: Exploring the Moderating Role of Disposition." Global Social Sciences Review, VI.II (2021): 64-76 Print.

OXFORD

    OXFORD : Mehmood, Shahid and Gulzar, Amir (2021), "Impact of Advertising Appeals on Children's Well-being: Exploring the Moderating Role of Disposition", Global Social Sciences Review, VI (II), 64-76

TURABIAN

    TURABIAN : Mehmood, Shahid, and Amir Gulzar. "Impact of Advertising Appeals on Children's Well-being: Exploring the Moderating Role of Disposition." Global Social Sciences Review VI, no. II (2021): 64-76. https://doi.org/10.31703/gssr.2021(VI-II).07