The impact of advertising on patrons'' emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal

Abstract

The purpose of this study was twofold: to investigate the structural relationships between patrons'' emotional responses induced by advertising, their perceived value, and their behavioral intentions in the chain restaurant industry; and to investigate which attributes of advertising bear the strongest impact on behavioral intentions. Based on the literature review, six evaluative dimensions of advertising were derived: relevant news, brand reinforcement, stimulation, empathy, familiarity, and confusion. Theoretical relationships between these six evaluative dimensions and patrons'' emotional responses, perceived value, and behavioral intentions were derived based on the literature review. Following the collection and analysis of data obtained from chain restaurant patrons, it was found that four dimensions of advertising in particular #relevant news, stimulation, empathy, and familiarity# have a significant impact on inducing emotional responses in patrons. Among the four dimensions, stimulation was found to bear the most significant effect on patrons'' emotional responses. It can thus be stated that advertising-induced emotional responses positively influence patrons'' perceived value. During this study, it was found that the level of arousal induced by advertising plays a moderating function in the relationship between patrons'' emotional responses and hedonic value. The possible interpretations of these findings and their managerial implications are discussed in the latter part of this article.