Author: Anupama K. and Kalyani Suresh

Research Article

Year: 2018, Volume 18 Number 3

Pages: 17-29


With television still being the dominant avenue for advertising in India, the study seeks to enhance the understanding of consumer behavior underlying ad and brand attitude formation leading to the self-engagement with fast moving healthcare goods (FMHG). Data (n =100) was collected through online questionnaires using stratified sampling from respondents in two cities of Tamil Nadu, India. The analysis reveals an indirect effect of creative divergence on consumer self-engagement with functional foods and dietary supplements through attitude towards the ad and brand. Gender, age, and income are mediating variables, with the consumers typically belonging to the female gender, the lower age groups, and lower income groups.