The Impact of Innovation in Television Advertising on Purchasing Motivations in Light of Consumer Personality Type Differences: A Field Study in Latakia Governorate

Abstract

This study aimed to analyze the impact of innovation in television advertising (innovative promise, claim support, creative style) on consumers' purchasing motivations (rational and emotional) in Latakia Governorate, while examining the moderating role of consumer personality types according to the Enneagram model (Achiever, Investigator, Enthusiast). The research adopted a descriptive approach and analytical method, and primary data were collected via a questionnaire distributed to a random sample of 384 consumers in Latakia Governorate who had previously watched local and international television advertisements. Data were analyzed using the statistical software SPSS version 25, applying tests for reliability and validity, simple and multiple linear regression analyses, and moderation effect tests for personality types. The results revealed a statistically significant positive relationship between innovation in television advertising and purchasing motivations, with the effect being stronger on emotional motivations compared to rational ones. The study also demonstrated that personality types (particularly the Enthusiast type, followed by the Investigator) play a significant moderating role in strengthening this relationship. Furthermore, creative style was the most influential element of advertising innovation on purchasing motivations, while the Achiever type showed the least interaction with innovative television advertisements.