Predicting Consumer Purchase Intention from Experimental Advertising Using Predictive Modelling
DOI:
https://doi.org/10.62843/jssr.v6i2.728Keywords:
Controversial Advertising, Emotional Response, Advertisement Attitude, Brand Attitude, Purchase Intention, Predictive Modelling, SOR TheoryAbstract
Controversial advertising has recently generated interest in digital marketing and sparked debates regarding its effectiveness in enhancing consumers’ purchase intention. The purpose of this study was to build a predictive model on the effect of controversial advertising on consumers’ purchase intention, considering emotional response, attitude toward an advertisement, and attitude toward a brand. The research design was quantitative, cross-sectional, and predictive in nature. Data were collected through questionnaires using a five-point rating scale completed by 250 respondents. Multiple Linear Regression (MLR) was applied using SPSS (IBM Corp., 2011) to test the predictive power of Controversial Advertising, Emotional Response, Advertisement Attitude, and Brand Attitude on Purchase Intention. Model performance was assessed through regression coefficients, hypothesis testing, and coefficient of determination (Hair et al., 2022; Shmueli et al., 2019). The regression model produced an R² value of 0.581, indicating that 58.1% of the variance in Purchase Intention was explained by the model. The results showed that Advertisement Attitude (β = 0.360, p < 0.001) and Brand Attitude (β = 0.379, p < 0.001) significantly predicted Purchase Intention, whereas Controversial Advertising (β = 0.117, p = 0.076) and Emotional Response (β = 0.006, p = 0.926) did not directly predict purchase intention. However, all proposed relationships in the sequential model were validated, indicating indirect effects through emotional and attitudinal channels. The study contributes to advertising and consumer behavior literature by showing that controversial advertising influences purchase intention mainly through attitudes toward the advertisement and brand, providing valuable insights for advertisers and marketers seeking to predict consumer purchasing behavior.
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