The impact of attitudes towards advertising on playful consumption

The paper investigates consumers’ playful experience and their attitudes towards ad. Using SEM, empirical test has been conducted on the relationships between playful consumption and consumers’ sceptical and hedonic attitudes towards advertising. In both digital and non-digital product categories, ad scepticism has been found not to influence experiencing playful enjoyment and playful consumers tend to be responsive to hedonic substances of the advertising. While these seem to be favourable that advertising could be used to approach playful consumers, it was found to generate different impact to them across the two product categories. Further implications and research are identified.