Investigating the Effect of TV Advertising Strategies on Cognitive, Emotional and Behavioral Dimensions of Female Consumer Attitudes

The main purpose of this study is to investigate the effect of television advertising strategies on the cognitive, emotional and behavioral dimensions of female consumers' attitudes.

Research is applied in terms of purpose and descriptive-survey in terms of implementation method. The statistical population in this study are all female consumers of detergent and hygiene products of three brands (Golrang, Softlan and Active) offered in OK chain stores in Tehran and the number of samples is equal to 384 people due to the unlimited statistical population. Sampling method in this research, a cluster random method is available. The data collection tool in this study was a researcher-made questionnaire using Kaur & Hundal (2017) questionnaire which was distributed among the sample members after validation and reliability assessment. The collected data were analyzed using SPSS and AMOS software.

The results showed that TV advertising strategies affect the cognitive, emotional and behavioral dimensions of female consumers. The results of examining the sub-hypotheses of the research showed that repetition of advertisements, approval of celebrities, gender attractions, humorous characters and product comparison have an effect on the cognitive and emotional attitudes of female consumers. Also the cognitive attitude has an effect on shopping behavior and change in consumer behavior and emotional attitude has a significant effect on change in shopping behavior. Among the hypotheses presented in the research, the results showed that emotional attitude has no significant effect on female consumers' shopping behavior.

TV advertising strategies will affect different dimensions of cognitive, emotional and behavioral attitudes of women consumers towards detergents and hygiene products and lead to different shopping behaviors in them.