An Examination of How Online Advertisements Influence a Female's Purchase Intention
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The purpose of this paper is to explore how certain variables embedded within online advertisements influence a female's purchase intention. The variables observed in this research are the color of text, style of text, diction, rounded versus rigid features, and ad placement on a webpage. The variables were tested by creating organic advertisements, ads that are fictional for control purposes, which were displayed side-by-side in an online survey. The female subjects were asked to determine which advertisement would make them more likely to purchase the product, subsequently increasing one's purchase intention. It was found that the color of the text and diction included within an online advertisement had a significant effect on a female's purchase intention, whereas, the style of text and rounded versus rigid features did not. Furthermore, it was discovered that women prefer online advertisements that appear on the sidebar of a web page, as opposed to other locations. The implications of these findings extend to all marketers and advertisers because, with this data, professionals in the field can better construct advertisements to reach the female audience.