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How to Implement Informational and Emotional Appeals in Print Advertisements

Thorsten Teichert, Dirk Hardeck, Yong Liu, Rohit Trivedi
2017 Journal of Advertising Research  
This study offers a framework for the appropriate choice of advertising appeals based on advertisers' objectives and target group demographics.  ...  Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.  ...  Ad attitude/brand attitude (three studies a,b,c) Product category (high/low involvement and hedonic/utilitarian) Emotional ads lead to more positive attitudes than non-emotional ads in case  ... 
doi:10.2501/jar-2017-054 fatcat:6to4xt3zxveolinm7lqjrdwt6m

Creating advertising that appeals to Chinese women

Kara K.W. Chan
1997 Asian Journal of Communication  
Women liked emotional commercials more and had a more favourable image towards brands using emotional approach of advertising.  ...  These factors contributed to 56 percent of variance of liking of commercial and 26 percent of variance of perceived brand image.  ...  The other category of 'emotional' approach focuses entirely on the creation of emotion or feelings that can ultimately influence consumers attitudes and behaviors.  ... 
doi:10.1080/01292989709388297 fatcat:z6vo56zjdffftep7dbtceblyku

Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness

Viktorija Grigaliunaite, Lina Pileliene
2016 Scientific Annals of Economics and Business  
Accordingly, this research fills the gap in scientific literature by determining the influences of emotional and rational appeals on print / outdoor advertising effectiveness in the context of convenience  ...  As a research result, the model of the influence of advertising appeal on advertising effectiveness is elaborated.  ...  Rational appeals Informational / rational appeals focus on the consumers' practical, functional, or utilitarian need for the product or service and emphasize features of a product or service and / or the  ... 
doi:10.1515/saeb-2016-0130 fatcat:spcdu2oubnbr7k67yefjwbt2mu

The Power of Emotional Appeals in Advertising

Cenk Bülbül, Geeta Menon
2010 Journal of Advertising Research  
Their findings help extend our thinking on the role of emotional appeals in advertising as they also introduce a new distinction in such appeals: "concrete versus abstract affect."  ...  Or is it that some emotional appeals also may drive consumer behavior very strongly but mostly for short-term actions?  ...  "When Good Brands Do Bad." Journal of Con-  ... 
doi:10.2501/s0021849910091336 fatcat:y72xb7oezvfadhnlp6wsilpwoy

Measuring Soft-Sell Versus Hard-Sell Advertising Appeals

Shintaro Okazaki, Barbara Mueller, Charles R. Taylor
2010 Journal of Advertising  
The main objective of the study is to develop and validate a method for measuring soft-sell and hard-sell appeals.  ...  This study is designed to provide a deeper understanding of the concepts "soft sell" and "hard sell," and to examine whether they are better measured on a single dimension than on two distinct dimensions  ...  Future researchers should employ a broader variety of products for greater generalizability. Second, ads for different brands of these products were used in this study.  ... 
doi:10.2753/joa0091-3367390201 fatcat:zl26it7hkzbghpnukeksx7y7ie

Investigating the Effects of Intrinsic Motivation and Emotional Appeals Into the Link Between Organic Appeals Advertisement and Purchase Intention Toward Organic Milk

Jianming Wang, Wilson Dang, Wang Hui, Zheng Muqiang, Wu Qi
2021 Frontiers in Psychology  
This study aims to clarify the effect of organic appeals advertisement on consumer motivations and behavior.  ...  The influence of organic appeals advertisement on intrinsic motivation is stronger when emotional appeals are positive and weaker when emotional appeals are negative.  ...  Negative emotion exerts psychological distress that prevents consumers from watching and interpreting an advertising message and understanding the benefits of a milk product (Solomon, 2018) .  ... 
doi:10.3389/fpsyg.2021.679611 pmid:34671285 pmcid:PMC8521198 fatcat:lor7mwft2bgp3k2csiadhzjmwq

Fear appeals in marketing communications of banks and insurance companies in the continuum of dramatic-tragic situations: The Semiotic Perspective

Christo Kaftandjiev, Elena Shustova
2018 International Review  
The appropriate ad appeals help to sell effectively different financial products during the hard times of a financial crisis.  ...  One of the main conclusions is that advertising and other marketing communications of some world companies are so developed and sophisticated that, for a proper analysis of their campaigns, new semiotic  ...  advertised products; persuasion and attitude change; and, last but not least, how consumer psychology and ad appeals control buying behaviour.  ... 
doi:10.5937/intrev1802083k fatcat:arbeo2k5mvghxbmphtc6zhkmce

The use of framing of affect or reason in communications in a services failure recovery scenario in education

Flavio Santino Bizarrias, Jussara Goulart da Silva, Marlette Cassia Oliveira Ferreira
2018 Independent Journal of Management & Production  
In a scenario of service failure recovery the influence of emotional or rational messages is little studied.  ...  The study of decision-making of people has its origins in economic theory, with a more rational approach. However, several studies have shown that decision-making follows also an emotional model.  ...  Heath, Nairn and Bottomley (2009) suggest that rational appeals have a greater effect under attention-grabbing than emotional appeals.  ... 
doi:10.14807/ijmp.v9i4.794 fatcat:mqpsx6xnavagdk6nlbcz2dj34y

Rational and Emotional Advertising: A bibliometric Analysis (19902020)

Habiba Elbardai, Kamal Lakhrif, Hélène Yildiz
2021 International Journal of Marketing Studies  
The article presents a bibliometric analysis of 96 studies on rational and emotional advertising, taken from the Web of Science database (WOS) for the period 1990-2020.  ...  This study analyzes trends in the scientific literature on the concepts of rational and emotional advertising.  ...  emotional sequences in advertising have an effect on consumer attitudes towards a given brand and/or product.  ... 
doi:10.5539/ijms.v13n4p16 fatcat:gn66vllec5aapebv63f5pj6oz4

Ad-induced affect: The effects of forewarning, affect intensity, and prior brand attitude

Sang Yeal Lee
2010 Journal of Marketing Communications  
Notes on contributor Sang Yeal Lee (PhD) is an Assistant Professor and Chair of Advertising Sequence in the Perley Isaac Reed School of Journalism at the West Virginia University.  ...  Prior to beginning his academic career, he was a manager of advertising in a Fortune 500 company and also worked for a multinational advertising agency as an account executive.  ...  The four test ads (three emotional ads and one rational appeal ad) contained a headline, an emotional or rational story, and one paragraph describing the company's social contribution relevant to the story  ... 
doi:10.1080/13527260902869038 fatcat:sg2l4wtwqredbelxxnxlus3f3e

Factors Affecting the Effectiveness of Advertising in the Current Scenario "Advertising Factors are Immune to Business which Aspire to Inspire before You Expire"

2017 International Journal of Science and Research (IJSR)  
Therefore, the present study aims to investigate and identify the factors affecting creating a positive attitude of audiences towards television advertising .In this study, "positive attitude towards advertisement  ...  And the results of this study emphasize the need for effective and influential factors in managing positive attitude of the audience towards television advertising.  ...  Appeal: Message appeals are usually divided into rational appeals and emotional appeals. Rational appeals are typically based on factual information and focus on product attributes.  ... 
doi:10.21275/art20163982 fatcat:5xgb4qgl5jawnfjqzrxghlen2y

How Should Green Messages Be Framed: Single or Double?

Arthur Cheng-Hsui Chen, Hsiu-Hui Wu
2020 Sustainability  
The results of Study 1 indicate that after consumers watched the double-message advertisement, they formed a significantly more positive green brand attitude toward the product compared to watching a single-message  ...  The objective of this study is to examine the different impacts of message content (single vs. double message) and message order (green message presented first vs. later) on green brand attitude in green  ...  Therefore, this study hypothesizes that the impact of a double-message advertisement on the green brand attitude is significantly stronger than that of a single-message advertisement.  ... 
doi:10.3390/su12104257 fatcat:rujtyacog5ai5ceddgapku5kva

Targeting gender: A content analysis of alcohol advertising in magazines

A-Reum Jung, Roxanne Hovland
2016 Health Marketing Quarterly  
Generic Transformation focuses on the product class rather than on a specific brand related to emotion.  ...  User image messages primarily focus on the users of a brand and their lifestyles rather than on the brand itself.  ... 
doi:10.1080/07359683.2016.1199210 pmid:27442880 fatcat:dqcozw4cqnal5cx3amjoxaw3sq

METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING

Andrej Kovacic, Andrej Raspor, Matjaž Škabar
2021 Zenodo  
This paper will focus on the main methodological issues for a comparative research of consumer responses in advertising.  ...  Thus after reviewing academic literature as well as practitioners' research suggestions, we first focus on terminology, research framework and the analysis of the context of the research.  ...  Secondly, the same authors argue that emotional ads lead to a better ad and brand attitude for hedonic products but lead to a similar attitude towards the brand as non-emotional ads for utilitarian products  ... 
doi:10.5281/zenodo.5718637 fatcat:s4onfwidsfghdgicoebaqkd344

ADVERTISING STRATEGY ACCORDING TO THE CONCEPT OF THE FCB MODEL IN THE CONDITIONS OF THE VARIOUS GENERATIONS

Kateřina Matušínská, Michal Stoklasa
2021 E & M Ekonomie a Management  
There is a prevalence of representative product placement in quadrants 1 and 3, i.e., rational appeals even for products where this is not expected.  ...  The greatest attention is focused on the traditional version of the FCB model which is based on a matrix of consumer thinking–feeling and high–low involvement behaviours and proposes four advertising strategies  ...  (Valenti et al., 2020) ; 3) the interaction between rational arguments and emotional Appeals in the entrepreneurial pitch (Vázquez et al., 2019) ; 4) brand attribute associations, emotional consumer-brand  ... 
doi:10.15240/tul/001/2021-4-012 fatcat:gaf2gov2dbem7hpgffbgftfe34
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