Document Type : Research Paper
Author
Abstract
The purpose of this research was to investigate the influence of free sport service promotion on pleasure and consumer’s attitude in advertisement. 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 by using the stratified random sampling. To data collection, From Zaichkowsky’s Personal Involvement Inventory (1994), Russell & Mehrabian’s Pleasure scale (1974), Wells, Leavitt and McConville’s attitude toward advertisement (1971), and advertisement were used, their reliability obtained using the Cronbach's alpha 0.89, 0.93 and 0.96, respectively,. From MANCOVA statistical method was used to analyze the data. The results indicated that a main effect of the service trial promotion on pleasure in subjects who have observed an advertising with service free trial promotion is more than subjects who have observed similar advertising without service trial promotion [F(1,879) = 256.65]. Moreover, the results indicated that a main effect of the service trial promotion on attitude toward advertisement in subjects who have observed an advertising with service free trial promotion is more than subjects who have observed similar advertising without service trial promotion; they have a more positive attitude toward the advertisement [F(1,879) = 404.23].
Keywords
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