Document Type : Research Paper



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.


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