The influence of advertising appeal on future intention and consumer's attitude toward advertisement in sport service

The purpose of this research was to investigate the influence of advertising appeal on future intention and consumer’s attitude toward advertisement in sport service. Research method was the 3×2 between subjects quasi-experiment factorial design. The statistical population consisted of physical education and Non-physical education students at Tehran of university which statistical sample 440 subjects were selected. The results indicated that a main effect of the advertising appeal on future intention in subjects who have observed an affective appeal is more than subjects who have observed a cognitive appeal. Moreover، the results indicated that a main effect of the advertising appeal on attitude toward advertisement in subjects who have observed an affective appeal is no difference than subjects who have observed a cognitive appeal.