Files and links (1)
CC BY-NC V4.0, Open Access
Thesis
Nonalcoholic Beverage Alternatives: Advertising Appeals and Gen Z Intentions to Purchase & Consume
Washington State University
Master of Arts (MA), Washington State University
05/2024
DOI:
https://doi.org/10.7273/000006951
Abstract
Nonalcoholic beverages have increased drastically in popularity over the last two years, surpassing $11 billion in revenue in 2022, and use a variety of appeals to promote products to consumers. This study consisted of a survey (N = 140) that measured ad appeal and attitudes toward advertisement design elements across four nonalcoholic beverage ads that included health benefit-related claims among members of Generation Z, their association with advertisement appeal, intentions to purchase, and intentions to consume the products shown. This provided insight into how ad appeal and attitudes towards ad elements as well as perception of health benefits may impact behavior intentions. This study builds on research related to the reduction of alcohol consumption among members of Gen Z, the increased popularity of NA beverages, and insights regarding behavior intentions (purchasing/consuming) as they relate to advertising and marketing appeals. Azjien & Fishbien’s Theory of Reasoned Action was used to inform the researcher’s approach to collecting data. Results from the study revealed factors that may predict ad appeal, which can be used to create future health campaigns to promote healthy consumption behaviors.
Metrics
10 File views/ downloads
20 Record Views
Details
- Title
- Nonalcoholic Beverage Alternatives
- Creators
- Bailey Maykovich
- Contributors
- Jessica Willoughby (Chair)Stacey J. T. Hust (Committee Member)Yoon Joo Lee (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Edward R. Murrow College of Communication
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University
- Number of pages
- 50
- Identifiers
- 99901125941001842
- Language
- English
- Resource Type
- Thesis