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Assertive and Non-assertive Consumer Behavior Styles in Relation with Advertising Appeals

Author

Listed:
  • Adriana Manolică

    (Alexandru Ioan Cuza University of Iași)

  • Nicoleta-Roxana GheÈ›a

    (Alexandru Ioan Cuza University of Iași)

  • Eliza-Iuliana HopÈ™a

    (Alexandru Ioan Cuza University of Iași)

Abstract

For some people, advertising and other marketing practices are just background noise. For others, these tools provide extensive guidance for their decision making process. The paper seeks to determine which information sources are perceived as more reliable and trustworthy by the consumers. But products fall into different categories in function of the involvement level of the consumers. Therefore, we intend to establish how much and what data is considered and accepted as credible for high and low-involvement products. All in all, the focus of this thesis is to highlight assertive and non-assertive consumer behavior styles in relation with advertising appeals used in marketing practices, the way of conducting the information gathering process, the information consumers seek and find about the products and the purchase intention.

Suggested Citation

  • Adriana Manolică & Nicoleta-Roxana GheÈ›a & Eliza-Iuliana HopÈ™a, 2019. "Assertive and Non-assertive Consumer Behavior Styles in Relation with Advertising Appeals," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 519-527, December.
    • Handle: RePEc:ovi:oviste:v:xix:y:2019:i:2:p:519-527
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    References listed on IDEAS

    as
    1. Ruiz, Salvador & Sicilia, Maria, 2004. "The impact of cognitive and/or affective processing styles on consumer response to advertising appeals," Journal of Business Research, Elsevier, vol. 57(6), pages 657-664, June.
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    More about this item

    Keywords

    assertive consumer; non-assertive consumer; advertising stimuli;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • E21 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Consumption; Saving; Wealth
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • L68 - Industrial Organization - - Industry Studies: Manufacturing - - - Appliances; Furniture; Other Consumer Durables

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