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The Role of Need for Cognition in Predicting the Attitudes of Indonesian Millennials Toward Printed Advertising and Purchase Intentions

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Listed:
  • Bertina Sjabadhyni
  • Martina Dwi Mustika
  • Nathasia Carissa
  • Syifa Khairunnisa
  • Leo Andhika Kurniawan
  • Amira Budi Mutiara
  • Retno Putriaji
  • Andre Patio Sinaga

Abstract

This article presents findings from research investigating the effectiveness of humor appeals (humor relatedness and humor mechanisms) to Indonesian millennials for predicting their attitudes toward printed ads and their purchase intentions. In total, 543 Indonesian millennials participated in three experimental studies to test the relationship between humor appeals and the need for cognition to predict their attitudes and intentions. It was found that humor appeals were effective in predicting millennials’ attitudes toward printed ads and their purchase intentions. However, the need for cognition did not significantly influence the relationship. Indonesian millennials were more likely to not engage in thinking processes when evaluating humorous ads, which may be influenced by their characteristics and cultural backgrounds.

Suggested Citation

  • Bertina Sjabadhyni & Martina Dwi Mustika & Nathasia Carissa & Syifa Khairunnisa & Leo Andhika Kurniawan & Amira Budi Mutiara & Retno Putriaji & Andre Patio Sinaga, 2021. "The Role of Need for Cognition in Predicting the Attitudes of Indonesian Millennials Toward Printed Advertising and Purchase Intentions," SAGE Open, , vol. 11(3), pages 21582440211, July.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:3:p:21582440211029918
    DOI: 10.1177/21582440211029918
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    1. John Horton & David Rand & Richard Zeckhauser, 2011. "The online laboratory: conducting experiments in a real labor market," Experimental Economics, Springer;Economic Science Association, vol. 14(3), pages 399-425, September.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Flor Madrigal Moreno & Jaime Gil Lafuente & Fernando Avila Carreon & Salvador Madrigal Moreno, 2017. "The Characterization of the Millennials and Their Buying Behavior," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(5), pages 135-144, October.
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    1. Majid Mapkhot Goaill & Mohammed A. Al-Hakimi & Hamood Mohammed Al-Hattami & Mohsen Ali Murshid & Amal Al-Mogahed & Sharf Obad, 2023. "The Impact of Promotional Activities on the Purchase and Repurchase Intention of Energy Drinks in Yemen Under Different Levels of Awareness of the Potential Adverse Effects," SAGE Open, , vol. 13(4), pages 21582440231, December.

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