The impacts of curiosity and money attitudes on the advertising appeals effectiveness among consumers in Kolkata

An advertising appeal is the basic ideas behind an advertisement or the basic reason why audience should act. The present study aimed at finding out the strength and influence of advertising appeals which are mediated and moderated by the various person related variables (curiosity and money attitudes) of a metropolitan city- Kolkata. Accordingly, data have been collected from 600 consumers randomly selected from different wards of Kolkata. Four tools- General Information Schedule, Advertising Appeals Effectiveness Trait Scale, Curiosity Inventory, and Money Attitude Scale were used for data collection purpose. Findings revealed that, the level of advertising appeals effectiveness was significantly influenced by curiosity but not the level of money attitudes for consumers.