PERSUASIVE ADVERTISING INFLUENCE CONSUMER BEHAVIOUR: THE MEDIATING ROLE OF DISSONANCE

Abstract

              Persuasion through advertising has become an issue that consumers are facing in their daily routine. In today’s scenario of tough competition, marketer use different approach of advertising of which many of them are misleading because of their controversial content and nature. This study divided persuasive advertising into two types: ethical and unethical advertising. This research paper explores how persuasive advertisements influence consumer behaviour in the context of durable products. This study also elucidates the persuasive techniques used by marketers and its impact on the post-purchase (action) regarding the product. Finally, the study analyzes the impact of dissonance on consumer behaviour. The data has been collected using structured questionnaire method. This research utilizes the simple random sampling method to gather the data from 457 respondents consisting of consumers using durable products in Coimbatore city. Structural equation model (SEM) was applied to analyze data using AMOS (v24) software. This study reveals persuasive advertisement negatively impacts the post purchase (action) behaviour.