WHY EXTENDING EXAMINATION WITH NON-PARAMETRIC APPROACHES? INSIGHTS FROM A STUDY ON ADVERTISEMENT'S EFFECTIVENESS

The paper presents the findings of an experimental study investigating advertisement effectiveness. It analyzes the similarities and the differences in consumers' responses to an advertised offer, as a function of emphasis framing (hedonic vs. utilitarian). The paper examines collected dataset using two different approaches: the analysis of variance (ANOVA) and the partial least squares multi-group analysis (PLSMGA). Results derived from the two different approaches are compared and discussed, highlighting the additional findings gained via PLS-MGA regarding the moderating role of emphasis framing on the relationship between perceptions and purchase intentions. Testing the parametric differences arising from between groups design, ANOVA provides limited findings, while the non-parametric approach-PLS-MGA-estimates the effects of the experimental conditions on the structural model parameters, offering additional and more accurate results. Concluding that non-parametric approaches allow enhanced investigations, the paper explains why researchers should sometimes extend data examination using variance-based structural equation modeling as an exploratory tool.