Impact of Animated Advertisement on Adult Impulse Buying Behavior of Pakistan

Abstract

In today’s time every one is taking its own life decision. Adults are those whose age is from 18 to 40. Internet has enabled the adults to seek information and to communicate with each other. Animation is not only use for the entertainment it also uses to convey the message. The purpose of the study is to see is there a relation between the animated advertisement and adult buying behavior while making purchase of a particular item. A theoretical model is drawn which has six independent variable that are animated character, attention, recall, attitude, brand awareness and ad liking while there is one dependent variable that is adult impulse buying. For primary data collection questionnaire of previous research is used and data is collected from 250 respondents. The data is entered into the SPSS and Multiple Regression is used to draw conclusion. The result shows that there is an impact of animated advertisement on adult impulse buying and a notable segment.

Keywords: Animated advertisement, animated character, impulse buying, Pakistan, emotional involvement, rational involvement, animated character, adult