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Dissertations / Theses on the topic 'Emotional appeals'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Jorgensen, Peter Francis. "Investigating the nature of emotional appeals: An expectancy violations interpretation of the persuasive efficacy of emotional appeals." Diss., The University of Arizona, 2000. http://hdl.handle.net/10150/284213.

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The primary objective of this research was to investigate whether the principles of Expectancy Violations Theory could be applied to the study of emotional appeals so as to gain an alternative interpretation of the persuasive efficacy of affective messages in the social influence process. Central to this approach is the assumption that certain culturally-based norms guiding the expression of emotion exist at a societal level, and that the violations of these expectancy norms carry implications for the efficacy of persuasive attempts. Specifically, the tenets of EVT suggest that when these viol

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2

Mogaji, Emmanuel. "Emotional appeals in UK banks' print advertisement." Thesis, University of Bedfordshire, 2016. http://hdl.handle.net/10547/622103.

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The unprecedented turbulence and uncertainty experienced in global economic and financial markets because of the 'credit crunch' has had a damaging impact on consumer confidence. Trust and credibility have been eroded as many customers feel let down by the banks suggesting the need for banks to rebuild constructive dialogue and long-term, meaningful relationships with their customers again. Though financial service, in this case, is considered a utilitarian service, based on the fact that money is needed to support people‘s daily activities, the present state of financial service has suggested

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Káčerková, Radka. "Klasifikační analýza emocionálních apelů na vzorku českých televizních reklam." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193625.

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Abstract: The work deals with the possibilities of using emotional appeals in advertising. The main goal was classification and definition of emotions and emotional appeals with regard to marketing. The work focused on emotional appeals in Czech TV adverts and found out the way how emotional appeals are used in these adverts. Research question used in this work concerned the problem of which emmotional appeals are in adverts the most. Research sample consisting of 150 TV adverts was divided into several homogeneous groups according to industry. Research method applied to the sample was content

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Seyb, Stella Kara. "Emotional appeals: the effects of donation button design on donor behaviour." Thesis, University of Canterbury. Psychology, 2015. http://hdl.handle.net/10092/10269.

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Webpage design is an important factor in the capturing of new donor populations and increasing charitable giving. Charities often use emotional appeals when soliciting donations but little is known about the effects of embedding different verbal triggers directly into donation buttons. The aim of this study was to investigate the effects of three emotional triggers on donor compliance, donation amount and trust in the charity. A between-groups experimental design was used to test six hypotheses regarding the impact of social approval, empowerment, and guilt on donor compliance, donation amount

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Chamberlain, Laura. "An empirical examination of emotional and cognitive responses to threat appeals." Thesis, Aston University, 2015. http://publications.aston.ac.uk/26880/.

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Advertising and other forms of communications are often used by government bodies, non-government organisations, and other institutions to try to influence the population to either a) reduce some form of harmful behaviour (e.g. smoking, drunk- driving) or b) increase some more healthy behaviour (e.g. eating healthily). It is common for these messages to be predicated on the chances of some negative event occurring if the individual does not either a) stop the harmful behaviour, or b) start / increase the healthy behaviour. This design of communication is referred to by many names in the releva

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Birgestam, Christoffer, Jakob Koel, and Camilla Öman. "Feeling like Spending? : An explanatory study on the different effects of emotional appeals on purchase intention." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85359.

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Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. Literature has found emotional appeals to be the superior alternative, but are yet to fully grasp the dynamics of the different emotional appeals as several researchers have called for further establishment and knowledge in the area. In this study, a new approach to emotional appeals has been taken in terms of including a wi

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7

Lewis, Ioni M. "Factors influencing the effectiveness of advertising countermeasures in road safety." Thesis, Queensland University of Technology, 2008. https://eprints.qut.edu.au/16660/1/Ioni_Lewis_Thesis.pdf.

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The current program of research contributes to the World Health Organisation's (WHO, 2004) recent call to pool global resources in the attempt to uncover the most effective countermeasures and polices for the prevention of road trauma. Specifically, this program of research investigates the persuasive outcomes of different emotional health messages in an important applied context, road safety. In this context the use of negative, fear-based approaches has predominated with limited use of more positive-based approaches such as humorous- or pride-based emotional appeals. The overarching aim of t

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Lewis, Ioni M. "Factors influencing the effectiveness of advertising countermeasures in road safety." Queensland University of Technology, 2008. http://eprints.qut.edu.au/16660/.

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The current program of research contributes to the World Health Organisation's (WHO, 2004) recent call to pool global resources in the attempt to uncover the most effective countermeasures and polices for the prevention of road trauma. Specifically, this program of research investigates the persuasive outcomes of different emotional health messages in an important applied context, road safety. In this context the use of negative, fear-based approaches has predominated with limited use of more positive-based approaches such as humorous- or pride-based emotional appeals. The overarching aim of t

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9

Bridgman, Aengus B. "Mapping Contemporary Canadian English-Speaking Conservatism: An Examination of Axioms, Core Policies, Ideological Opponents and Intellectual/Emotional Appeals." Thèse, Université d'Ottawa / University of Ottawa, 2014. http://hdl.handle.net/10393/31073.

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Canadian political ideas are commonly accessed through traditional political culture or brokerage politics frames. This literature, while explaining certain political phenomenon in a robust way, fails to adequately appreciate the nuance in contemporary Canadian political ideas. A particularly fertile ground for an exploration of these ideas is in the study of contemporary Canadian conservatism. Through an examination of conservative scholars, pundits and political actors, four distinct strains of conservatism are identified and examined for axioms, core policy recommendations and affective app

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10

Hägg, Agnes, and Ida Jutebring. ""Därför blev jag otroligt glad när Natural Cycles kontaktade just MIG" : En kvalitativ textanalys om konstruktionen av sponsrade blogginlägg." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-38776.

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Den här studien fokuserar på influencer marketing och opinionsbildning. Den valda empirin för studien är sex blogginlägg sponsrade av företaget Natural Cycles. Studiens syfte är att få ökad kunskap om hur influencers konstruerar sponsrade blogginlägg. För att uppnå syftet har en kvalitativ textanalys utförts. Den teoretiska utgångångspunkten för studien är tvåstegshypotesen. Tvåstegshypotesen används tillsammans med influencer marketing och begreppen emotional appeals och fear appeals som är lånade från psykologiforskning. Studiens tillvägagångsätt grundar sig i en kvalitativ textanalys. Mer

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11

Li, Connie. "Do emotional appeals always work in fund-raising efforts?: an explanation of schema congruity theory and emotion regulation on nonproft and for-profit fund raising." HKBU Institutional Repository, 2015. https://repository.hkbu.edu.hk/etd_oa/225.

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Across three experiments, I demonstrate that when for-profit organizations focus on the emotional aspects of fund-raising appeals, the evaluations of their appeal decline and they are unsuccessful in generating positive donation intentions; however, this is not the case for nonprofit organizations. In particular, experiment 1 reveals that affective, emotional appeals are viewed more favorably by consumers when they are connected with nonprofit organizations; in contrast, rational, unemotional appeals have greater favorability when they are associated with for-profit organizations. This interac

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Harrison, Dominique N. A. "Emotional Appeals in Nonprofit Advertising: A Rhetorical Analysis of Print Ads by the Susan G. Komen Breast Cancer Foundation and the American Cancer Society." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etd/3774.

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Emotional appeals are frequently employed in strategic messaging by nonprofit organizations. In this study, I identify instances of emotional appeals in select print adverts of the Susan G. Komen Breast Cancer Foundation and the American Cancer Society, and use rhetorical analysis to explore how each organization’s tactics are strategic in their appeal to target audiences’ emotions. In doing so, I identify several reoccurring emotional themes—including hope, love, and unity—that engage their target audiences and persuade them to respond to diverse calls-to-action. In order to make these appeal

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Lovins, Jason H. "Effects of Emotional Words in Crisis Communication Response Messages on an Organization’s Trust, Perceived Credibility and Public’s Behavior Intent." Ohio University / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou14998000860876.

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Goodwin, Joy Noel. "KNOWLEDGE AND PERCEPTIONS OF AGRICULTURE PRACTICES AND LEGISLATION RELATED TO SOCIAL INFLUENCES AS PREDICTORS OF VOTING ON AGRICULTURE POLICY." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1274705418.

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Yoon, Kisung. "Religious Media Use And Audience's Knowledge, Attitude, And Behavior: The Roles Of Faith Motivation, Program Appeals, And Dual Information Processing." Bowling Green State University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1300737134.

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16

Spratt, Ashley Price. "Green with emotion the effect of negative emotional appeal intensity on cognitive processing of environmental PSAs /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5680.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 14, 2009) Vita. Includes bibliographical references.

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MacPhail, Andrew. "A Theory of Democratic Christian Appeals." Oberlin College Honors Theses / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=oberlin155948529712766.

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Diedring, Kelly. "Framing Environmental Messages: Examining Audience Response to Humor, Shock, and Emotional Treatments." [Tampa, Fla] : University of South Florida, 2008. http://purl.fcla.edu/usf/dc/et/SFE0002349.

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Welle, David K. "The use and teaching of emotional appeal for persuasion in preaching." Online full text .pdf document, available to Fuller patrons only, 2004. http://www.tren.com.

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Distefano, Alessandra. "The Effect of Emotions and Imagery Appeals on Visual Consumption Experiences." Doctoral thesis, Università di Catania, 2014. http://hdl.handle.net/10761/1608.

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There is currently a mismatch between our traditional models of consumer decision-making and the way consumers actually make decisions, at least for certain product categories. Multi-attribute models have been successful in modeling how consumers make decisions about frequently purchased products or services, where decision-making proceeds rationally. But these models cannot account for decisions in which less experience is available, where the problem is not well-structured, and where emotional reactions are important. Whereas traditional models assume verbal and semantic processes, the consu

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Hur, Songyee. "Fair Trade Website Content: Effects of Information Type and Emotional Appeal Type." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1408718251.

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Wetterstrand, Adam, Albin Fransson, and Julius Nordmark. "Concepts that influence users’ feeling of non-intrusiveness in native advertising : A quantitative study testing the conceptualization of effective native advertisements’ influence on users’ feeling of non-intrusiveness." Thesis, Linnéuniversitetet, Institutionen för ekonomistyrning och logistik (ELO), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85740.

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Abstract Background “Traditional digital advertising has become wallpaper. It doesn’t improve anyone’s experience on a site and readers, myself included, pretty much look past it” stated by Jason Hill, Global Head of Media Strategies (Adage.com, 2019). Marketing managers attempt and fail in adapting traditional marketing strategies to the unfamiliar digital landscape. Traditional techniques e.g. banner ads appear as intrusive and unwanted according to consumers. Brands have in response strategically changed its communication to a rather subtle approach that aims to be non-intrusive. Aforesaid

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Cheung, Wai Piu. "Responsiveness to affective appeals in public service advertising : the moderating and mediating roles of gender, age, and ad-evoked emotions." HKBU Institutional Repository, 1999. http://repository.hkbu.edu.hk/etd_ra/183.

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Ajen, Soto Josselin Hatsumy. "El lenguaje publicitario en Instagram y su influencia en el tipo de interacciones: Caso PerroLoco." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653561.

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Es usual encontrar la presencia de la industria de la moda en las redes sociales. Instagram es una de estas y las marcas hacen esfuerzos por generar un vínculo con sus seguidores. Las interacciones que sus posts generen, tales como likes y comentarios, son una manera de lograrlo. Existen diversas estrategias para conseguir interacciones por parte de los usuarios, una de ellas es el lenguaje publicitario; es decir, el empleo del mensaje emocional, racional o mixto, que puede darse tanto en imágenes como en descripciones de texto. Sin embargo, a pesar de los estudios realizados acerca del lengua

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Abi, kanaan Marianne. "AI-Enhanced Emergency Call Handling : Development of Multimodal Machine Learning Models." Electronic Thesis or Diss., Besançon, Université Marie et Louis Pasteur, 2025. http://www.theses.fr/2025PAST2003.

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Les centres d’appels d’urgence jouent un rôle essentiel dans la gestion des situations de crise, car ils sont les intervenants de première ligne qui facilitent l’intervention, déterminant souvent la différence entre la vie et la mort. Les progrès récents et rapides de l’intelligence artificielle (IA) ne peuvent être négligés, car ils ont ouvert de nouveaux horizons pour améliorer les capacités des services d’urgence. Avec des applications d’IA adéquates, il est possible d’aider les centres d’appels d’urgence à améliorer l’efficacité et la précision de la gestion des urgences, sauvant ainsi pot

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Ryczer-Dumas, Malgorzata. "Users’ agencies : juxtaposing public portrayals and users’ accounts of app-mediated cardiac arrest volunteer work in Sweden." Thesis, Paris, EHESS, 2022. http://www.theses.fr/2022EHES0024.

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Cette thèse adopte une perspective de recherche en sciences sociales pour examiner les usages de l'application SMSlivräddare (eng. SMSlifesaving), devenue Heartrunner, ayant pour objectif de solliciter des bénévoles à proximité de personnes presumées victimes d'un arrêt cardiaque extra-hospitalier. Cette étude de cas sur les usages de cette application médicale et de santé juxtapose les « portraits » publics de l'application, de ses utilisateurs potentiels, de leurs rôles actifs et de leurs pratiques d'usage et les témoignages des utilisateurs bénévoles. Cette analyse explore les dimensions de

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Muriithi, Paul Mutuanyingi. "A case for memory enhancement : ethical, social, legal, and policy implications for enhancing the memory." Thesis, University of Manchester, 2014. https://www.research.manchester.ac.uk/portal/en/theses/a-case-for-memory-enhancement-ethical-social-legal-and-policy-implications-for-enhancing-the-memory(bf11d09d-6326-49d2-8ef3-a40340471acf).html.

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The desire to enhance and make ourselves better is not a new one and it has continued to intrigue throughout the ages. Individuals have continued to seek ways to improve and enhance their well-being for example through nutrition, physical exercise, education and so on. Crucial to this improvement of their well-being is improving their ability to remember. Hence, people interested in improving their well-being, are often interested in memory as well. The rationale being that memory is crucial to our well-being. The desire to improve one’s memory then is almost certainly as old as the desire to

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de, Vos Svetlana. "Investigating effective social marketing campaigns: the direct and indirect impacts of fear, challenge, and fear mixed with challenge appeals on help-seeking intentions." Thesis, 2015. http://hdl.handle.net/2440/97993.

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The primary aim of the current study is to empirically test a novel conceptual framework which united the Cognitive Phenomenological Theory of Emotions (Lazarus, Kanner and Folkman, 1980), the Revised Protection Motivation Model (Arthur and Quester, 2004), and the Heuristic Systematic Model (Eagly and Chaiken, 1993) to investigate the impact of various emotions on help-seeking intentions (BI). In particular, this research was undertaken to investigate the persuasive power of emotional advertising eliciting fear, challenge and fear mixed with challenge in consumers to induce help-seeking behavi

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Yi-Fan, Chen, and 陳逸帆. "Research on Switching Intention under Rational and Emotional Advertisement Appeals." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/03453443370243918119.

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碩士<br>輔仁大學<br>管理學研究所<br>92<br>In competitive markets, switching behaviors have great influence on corporation benefits. As a fledgling company, the marketer should try everything to appeal to wishes of the customers of experienced rivals. As to existing companies, markets in these companies should persuade customers out of switching. For both inexperienced and experienced corporations, it is crucial to know factors evoking switching intentions. This research focuses on the messages part to discover which kind of commercial appeal is useful. Involvement and satisfaction are also discussed.

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Teichert, T., D. Hardeck, Y. Liu, and Rohitkumar Trivedi. "How to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics." 2017. http://hdl.handle.net/10454/15643.

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Yes<br>Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy. This study offers a framework for the appropriate choice of advertising appeals based on advertisers’ objectives and target group demographics. The study differentiates magazine advertisements’ effects for five marketing objectives along the hierarchy-of-effect model, while accounting for moderating effects of age and gender. Results show that emotional appeals are superior to informational appeals for most marketing objectives, but not

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Le, My Hoa, and 李美靖. "What Matters in Donation: The Role of Emotional Appeals and Egoistic Motives." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/31725327015793922847.

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碩士<br>明志科技大學<br>經營管理系碩士班<br>105<br>Because charitable appeals of non-profit organizations play an important role of stimulation donation from publics, planning for charitable appeals and understanding how it influence to donor’s behavior are essential but yet incomprehensible exploring. Therefore, to exploit deeply about charitable appeal’s perspective, this study examines the different effects between negative and positive emotions in charitable appeals on donation, and still there are a few studies having been done on this topic. In addition, a theoretical guide for planning is a framework w

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Yen, Ching-Fang, and 嚴卿方. "Advertising Emotional Appeals to Advertising Effectiveness: The Moderating Role of Self-construal." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/54634616780707968633.

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碩士<br>國立臺灣大學<br>商學研究所<br>105<br>Personality is a stable segment variables for advertising. The present research explore the impacts of self-construal on the effectiveness of different advertising appeals. The study consisted of a 3 (advertising appeals: rational / individual emotional / group emotional) x 2 (self-construal: independent / interdependent) between-subjects experimental design and x 2 (product type: utilitarian / hedonic) within-subjects design. The results show that there is no 3-way interaction between product type, advertising appeal and self-construal on advertising attitude,

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Lin, Liang-Yun, and 林亮雲. "The effect of Internet banner appeals on emotional responses and impulsive buying intention." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/42851662456966264102.

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碩士<br>國立中興大學<br>科技管理研究所<br>101<br>In recent years, due to the increase in Internet users and online purchases, Internet advertising has become one of the important channels for advertisers to communicate product information to consumers. This study is an attempt to examine factors that might influence the ad effectiveness on the consumers on different ad appeals based on different emotional responses, personality traits and product involvement on different product categories. We investigate the ways of improving banner advertising effectiveness by suggesting alternative advertising strategies

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Yu-LunLo and 羅郁倫. "Influences of the Emotional Appeals and product-cause fit on Cause-Related Marketing." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/489ffd.

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碩士<br>國立成功大學<br>企業管理學系<br>105<br>SUMMARY Cause-related marketing (CRM), which integrates business goals and corporate social responsibility has recently become a trend in the whole world. It has been largely used in CRM ads. Recent studies gave recognition on its CRM effectiveness and have begun to examine potential factors. This study focuses on the impact of guilt appeal and warmth appeal and product-cause fit in in CRM ads to observe the potential factors that might affect CRM effectiveness. This study uses experimental design to examine whether the impacts of product-cause fit (high v.s. l

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Tang, Quan-yi, and 湯坤嶧. "Influences of the Emotional Appeals and Brand''s Gender Traits on Cause-Related Marketing." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/pk6qfu.

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碩士<br>國立中山大學<br>企業管理學系研究所<br>97<br>Cause-related marketing (CRM), which combines business goals and corporate social responsibility, has recently become a trend in Taiwan as well as in the whole world. Although recent studies have begun to examine potential factors that might affect CRM effectiveness, influences of emotional appeals on CRM remain unexplored. Therefore, based on previous studies relevant to charitable donations, this study compares the effects of guilt appeal and warmth appeal in CRM ads. In addition, brand’s gender traits are also considered to observe how they sway the effect

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Pieterse, Donovan. "Old school : the relevance of nostalgia in advertising." Diss., 2012. http://hdl.handle.net/2263/25202.

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As the use of nostalgia (an individual’s yearning for positive associations with the past) as an evoked emotional appeal in advertising increases in popularity in South Africa, questions begin to arise as to whom this nostalgic appeal is most relevant. For marketers and advertisers to create the most effective advertising, they need to be able to communicate with their target markets using the appeals that are most relevant to them. This study addresses this in the context of South African print advertisements by analysing whether consumers are indeed receptive to the nostalgic appeals used in

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Chen, Bo-Shian, and 陳柏憲. "The Application of Advertising Messages in Search and Experience Products Based on Rational and Emotional Appeals." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/s382ay.

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碩士<br>國立中興大學<br>科技管理研究所<br>103<br>With the proliferation of Internet, the Internet advertisements were utilized by a variety of companies to promote their products/services. Companies pay more and more efforts on online advertising to attract more customers reading and clicking their advertisements. However, the product classification will not be applied only on one single category. If we combine different advertising appeals into the banner, advertising effect will deliver more different perceived qualities and feelings to the customers, and even influence the consumers’ advertising attitude

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Casais, Beatriz da Graça Luz. "Exploring Social Marketing Policies: The use of positive and negative emotional appeals in health advertising in four European Countries." Doctoral thesis, 2015. https://hdl.handle.net/10216/78752.

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Casais, Beatriz da Graça Luz. "Exploring Social Marketing Policies: The use of positive and negative emotional appeals in health advertising in four European Countries." Tese, 2015. https://hdl.handle.net/10216/78752.

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Weichung, Wu, and 吳維忠. "The Study of Story Theory, Advertising Appeals, Product Types and Gender Initiate the Consumer's Emotional Identity and Facilitate Consuming Intention." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/17820464679031476724.

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碩士<br>輔仁大學<br>企業管理學系管理學碩士班<br>102<br>In the past, the advertising appeals emphasized rational appeals. Recently, when the advertising marketing developed, people paid more attention to the emotional appeals, and attaching story into advertising had been a trend. Some research had proven that people are used to thinking themselves and make sense of their life by the form of story. Therefore, advertising which made by story structure lets people understand and accept easily, and made resonance. So, advertisings which attach story always match with emotional appeals to initiate the highly emo

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CHIANG, CHIN-YI, and 江靜儀. "An Exploration for Utilitarian Products' Advertisements with Emotional Appeals-Using the Banner Ads on YAHOO!TAIWAN and YAHOO!JAPAN as Examples." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/kpqxjg.

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碩士<br>東吳大學<br>國際經營與貿易學系<br>105<br>Per the existing literature (Geuens, Pelsmacker, & Faseur, 2011), utilitarian goods are more suitable for rational appeals. But consumers are not just need the goods' function or services now. They pay more attention to the moving, want to show their personal characteristics, advocate and highlight the value of self-expression via shopping. Therefore, the modern marketing strategy is more and more attention to emotional marketing. We also can find many of the functional products star to use the emotional appeal in the advertisement. Now, computer, communicatio

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Tsung, Huang Shou, and 黃守聰. "A Study on the Relationships among Product Involvement、Brand Equity、Emotional Advertising Appeals and Purchase Intention─Taking the Cellular Phone as example." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/87843495741423590915.

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碩士<br>大葉大學<br>工業關係學系碩士班<br>92<br>Almost everyone live in the brand world. The brand equity is viewed as a very important concept in the academic circles and practical circles. Due to the successful and famous brand, marketing staff can acquire competitive advantages. Therefore, using individual variable, product involvement, emotional advertising appeals as independent variables, brand equity as interfered variable, and purchase intention as dependent variable to probe into the relation among the product involvement, emotional advertising appeals, brand equity and purchase intention. Furthermo

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Pereira, Aline da Costa. "O uso do tom emocional versus informativo no marketing social: um estudo exploratório em Portugal." Master's thesis, 2017. http://hdl.handle.net/1822/49507.

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Dissertação de mestrado em Marketing e Estratégia<br>O marketing social aplica as técnicas de marketing a causas sociais de diferentes áreas, como a prevenção de doenças, a luta contra a violência doméstica e contra o tabaco, a prevenção do meio ambiente, a segurança rodoviária e infantil, entre outras, com o objetivo de influenciar a mudança de comportamentos e atitudes dos indivíduos. A publicidade social procura construir mensagens objetivas e eficazes para influenciar as mudanças de comportamento desejadas através de apelos que utilizam um tom emocional, através do estímulo de emoções

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Wang, Yuan-Shao, and 王紹遠. "Investigation on the routes of Influences of the Emotional Advertising Appeals on the Advertising Effects —Using the Advertising of Cellular Phone Services as Example." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/46128547639485923078.

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碩士<br>銘傳大學<br>管理科學研究所<br>91<br>Advertising is the main tool for factories and stores to transmit information relative to their products to the object consumers in order to result in the expected consuming behavior, and for this reason, we can say that advertising affects a lot the consumers’ behavior. Among all kinds of the advertising, the emotional advertising appeals puts its emphasis on the mental, physical and social demands of the consumers, and connects the status, prestige, social interaction and the consumers one with another. Therefore, by means of the perceptual point, we can induce

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Winkler, Vanessa Kerstin. "Green advertising : the effect of emotional and functional claims on ad effectiveness and behavioural intentions." Master's thesis, 2021. http://hdl.handle.net/10400.14/35690.

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The discrepancy between consumers’ pro-environmental attitudes and green purchase behaviour illustrates the necessity to improve the marketing communication of green products’ value proposition. However, academic knowledge on the advertising effectiveness of different green ad appeals and the role of green involvement, particularly regarding mixed functional and emotional green ad appeals, remains scarce. Therefore, this research aims to understand which ad appeal, functional, emotional or their combination most strongly increases advertising effectiveness and behavioural intent as well as the

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Fang, Shih-Chia, and 方詩佳. "Female consumers'' emotional response toward the use of emotional appeal in advertising." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/02445267200995531492.

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碩士<br>淡江大學<br>管理科學學系<br>87<br>Because of the rapid growth of industry and business in the modern society, the number of women working outside of home is increasing. This means women have more disposable income than ever. Aside from products and services that are traditionally made only for women, some other products such as automobiles, apartments, which were targeted mainly at male, are now also marketing to women. In addition, women make most of the household buying decisions, for example, food, groceries, houseware, kitchenware etc. The importance of female customers in the consumer

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黃莉慧. "Impact of emotional appeal on web banner advertising effects." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/46184645843737299255.

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鄭晴文. "The Relationship among Advertisement Appeals, Emotions and Behavior Intention." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/28h5tt.

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碩士<br>國立彰化師範大學<br>企業管理學系<br>106<br>Due to the popularity of smart products, people often indulge in the use or viewing of social media. More and more people share their favorite video advertisements on social media and continue to forward them through social media. The advertisement that could only be watched by media such as television now can be quickly and widely spread to all users. Good advertisements are widely known through viral marketing methods, indirectly affecting brand image and increasing brand awareness. This fast-selling word-of-mouth marketing approach will be the most effecti

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Huang, Shu-Tzu, and 黃淑姿. "Building close relationships through rational appeal and emotional appeal: The mediating effect of intimacy and commitment." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/98j8v6.

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博士<br>國立高雄第一科技大學<br>管理學院博士班<br>103<br>The development of consumer-brand relationship is a very popular topic in the past two decades. Until the last decade this issue has more empirical evidence to prove consumer-brand relationship is a better predictor for consumer behavior than customer satisfaction. However, these studies are still lacking investigation on the formation of consumer-brand relationship, the relationships among brand love dimensions, and these relationships may vary in different service patterns. Therefore, this study is based on Sterbernberg (1986)’s brand triangular theory t

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Trivedi, Rohitkumar, T. Teichert, and D. Hardeck. "Effectiveness of pull-based print advertising with QR codes Role of consumer involvement and advertisement appeal." 2019. http://hdl.handle.net/10454/17841.

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Yes<br>Despite quick response (QR) codes’ prominence, little is known about their embedding in pullbased communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement. Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions. QR codes stee

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