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Nonalcoholic Beverage Alternatives : = Advertising Appeals and Gen Z Intentions to Purchase & Consume.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Nonalcoholic Beverage Alternatives :/
Reminder of title:	Advertising Appeals and Gen Z Intentions to Purchase & Consume.
Author:	Maykovich, Bailey.
Description:	1 online resource (51 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-01.
Contained By:	Masters Abstracts International86-01.
Subject:	Communication. -
Online resource:	click for full text (PQDT)
ISBN:	9798383195536

Nonalcoholic Beverage Alternatives : = Advertising Appeals and Gen Z Intentions to Purchase & Consume.
Maykovich, Bailey.

Nonalcoholic Beverage Alternatives :Advertising Appeals and Gen Z Intentions to Purchase & Consume. - 1 online resource (51 pages)

Source: Masters Abstracts International, Volume: 86-01.

Thesis (M.A.)--Washington State University, 2024.

Includes bibliographical references

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.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798383195536Subjects--Topical Terms:

556422
Communication.
Subjects--Index Terms:

Gen ZIndex Terms--Genre/Form:

554714
Electronic books.

Nonalcoholic Beverage Alternatives : = Advertising Appeals and Gen Z Intentions to Purchase & Consume.
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500 $a Source: Masters Abstracts International, Volume: 86-01.
500 $a Advisor: Willoughby, Jessica.
502 $a Thesis (M.A.)--Washington State University, 2024.
504 $a Includes bibliographical references
520 $a 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.
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538 $a Mode of access: World Wide Web
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653 $a Gen Z
653 $a Health communication
653 $a Nonalcoholic beverages
653 $a Advertisements
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