Does the Hedonic Risk Appeal in Advertising, Effect Consumer Behaviour?

• Published in: Journal of Business Strategies (Karachi) Vol. 11; no. 1; pp. 147 - 170
• Main Authors: Salman, Faryal, Raza, Fariha, Manzoor, Amir
• Format: Journal Article
• Language: English
• Published: Karachi Knowledge Bylanes 30.06.2017; AsiaNet Pakistan (Pvt) Ltd
• Subjects: Adventure; Advertising; Athletic shoe industry; Attitudes; Behavior; Communication; Consumer behavior; Consumer preferences; Consumers; Consumption; Happiness; Innovations; Marketing; Outdoor activities; Political economy; Research methodology; Society; Soft drinks; State laws; Technological change; Teenagers; United States; Pakistan; Karachi Pakistan
• ISSN: 1993-5765; 1993-5765
• DOI: 10.29270/JBS.11.1(17).009

This research explores the impact of hedonic risk on brand recall of a non-cola soft drink, Mountain Dew, customer attitude towards it and its consumption among the youth in Pakistan. This research determines whether youth in Pakistan associate pleasure and happiness with the risk that is shown through challenging activities shown in the ads of Mountain Dew and defines whether such themes increase the recall of the brand and impact the attitude towards and consumption of the brand. This research was conducted in Karachi and sample was drawn from the educated youth of Karachi who are also the consumers of the selected beverages. The methodology used was quota sampling. Data was collected through personally administered questionnaires. Data was analyzed using inferential statistical techniques. The findings of the study concluded that youth in Pakistan associate happiness and pleasure with adventure. The hedonic risk in advertising is also associated with brand awareness of Mountain Dew and positively affects the attitude towards the brand.