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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 violations occur, message recipients will look to the perceived rewardingness of the source of the message, and then interpret the violations as positive or negative. It was posited that these evaluations, in turn, would either facilitate (in the case of positive violations) or inhibit (negative violations) the persuasion process. However, due to a number of methodological confounds in the design of the emotional messages used in this research, this study could not provide a fair test of the predictions suggested by EVT. A significant confederate by actor sex interaction described an experimental situation wherein expectancy violation or confirmation was idiosyncratic to the confederates, which is inconsistent both with the premises of EVT as well as the hypotheses stated in this research. Instead, a series of secondary analyses within confederates was undertaken in an attempt to explore the relationships between source rewardingness and message expectedness on attitude change. However, no significant relationships were found to exist. The discussion section focuses heavily on an analysis of the confounds that existed in this research, and suggestions are made for providing a remedy for similar situations in future research. Finally, directions for future research using expectancy violations theory and emotion are discussed.
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 the need for banks to appeal to consumers‘ emotions with the aim of improving their reputation. Also, the competition within the industry also could suggest the need to adopt an emotionally appealing advertisement strategy as emotions are known to play an influential role in building robust brand preference. This study builds on the communication theory, meaning transfer theory and consumer involvement theory, to understand the messages the banks are sending out and to elicit consumers‘ emotional reaction. One thousand, two hundred and seventy-four UK bank advertisements in nine national newspapers were content-analysed to identify the emotional appeals presented by the banks. The perception of these appeals and their associated meanings were sought through semi-structured interviews with 33 participants in London and Luton. The results of the analysis indicated that UK Banks are utilising emotional appeal in their advertisements to reach out to the consumers to convince them to upgrade their account, to open an additional account or switch their account. The most predominantly used appeals were relief and relaxation followed by excitement and happiness or satisfaction with the bank, and finally, security and adventure. However, variations were found in different financial products that employed emotional appeals. It was found that high-involvement products such as mortgages and loans used fewer emotional appeals. Both bank groups - high street banks, including the big four (Barclays, HSBC, Lloyds and RBS) and non-high street banks, such as the new entrants, supermarket brands, and online banks were using emotional appeals. However, it is acknowledged that the communication strategies between these banks could be different as the non-high street banks are more likely to repeat and publish the same messages across many newspapers, instead of publishing different emotionally appealing advertisements. Though consumers acknowledged these emotional appeals in the advertisements, they were more concerned about their relationship with the banks as they don‘t rely on advertisements to make a financial decision. Rather, recommendations from families, friends and associates and also branch location are more important when deciding on which bank to choose. The lack of congruency between financial services and emotional appeals in advertisements is also observed as customers are more likely to be persuaded by rational appeals however this study has not completely ruled out emotional appeals in bank advertisements as the use of both types of appeals is recommended. The study provides important theoretical and managerial contributions to understanding how the consumers understand meaning-embedded advertisements produced by the banks. Managers will be able to consider the implications of advertisements in enhancing their brand equity and building relationships with customers in anticipation that, by word of the mouth and established relationship, their bank‘s reputation will be enhanced. Limitations of the study and opportunities for future research are identified.
3
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 analysis. All findings showed that emotional appeals are essential part of TV adverts but as the secondary factors additional to the whole advertising message. Key words: Emotions, marketing, advertising, advertising appeals, emotional appeals
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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 and trust in the charity. Eighty students completed the research protocol using a simulated online donating platform. The hypotheses were not supported and the implications of the findings are discussed within the context of the strengths and limitations of the research design.
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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 relevant literature, but for the purposes of this thesis, will be termed a ‘threat appeal’. Despite their widespread use in the public sphere, and concerted academic interest since the 1950s, the effectiveness of threat appeals in delivering their objective remains unclear in many ways. In a detailed, chronological and thematic examination of the literature, two assumptions are uncovered that have either been upheld despite little evidence to support them, or received limited attention at all, in the literature. Specifically, a) that threat appeal characteristics can be conflated with their intended responses, and b) that a threat appeal always and necessarily evokes a fear response in the subject. A detailed examination of these assumptions underpins this thesis. The intention is to take as a point of departure the equivocality of empirical results, and deliver a novel approach with the objective of reducing the confusion that is evident in existing work. More specifically, the present thesis frames cognitive and emotional responses to threat appeals as part of a decision about future behaviour. To further develop theory, a conceptual framework is presented that outlines the role of anticipated and anticipatory emotions, alongside subjective probabilities, elaboration and immediate visceral emotions, resultant from manipulation of the intrinsic message characteristics of a threat appeal (namely, message direction, message frame and graphic image). In doing so, the spectrum of relevant literature is surveyed, and used to develop a theoretical model which serves to integrate key strands of theory into a coherent model. In particular, the emotional and cognitive responses to the threat appeal manipulations are hypothesised to influence behaviour intentions and expectations pertaining to future behaviour. Using data from a randomised experiment with a sample of 681 participants, the conceptual model was tested using analysis of covariance. The results for the conceptual framework were encouraging overall, and also with regard to the individual hypotheses. In particular, empirical results showed clearly that emotional responses to the intrinsic message characteristics are not restricted to fear, and that different responses to threat appeals were clearly attributed to specific intrinsic message characteristics. In addition, the inclusion of anticipated emotions alongside cognitive appraisals in the framework generated interesting results. Specifically, immediate emotions did not influence key response variables related to future behaviour, in support of questioning the assumption of the prominent role of fear in the response process that is so prevalent in existing literature. The findings, theoretical and practical implications, limitations and directions for future research are discussed.
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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 wider range of emotions than has been previously done, and the aim is therethrough to receive a more nuanced and complete understanding of the phenomenon emotional appeals. Purpose: The purpose of this paper is to explain the different effects of emotional message appeals on purchase intention. Methodology: This study utilized an explanatory purpose along with a deductive, quantitative research approach, as well as a cross-sectional research design to test a conceptual model based on six hypotheses. The data collection method was completed through the distribution of a self-administered questionnaire in various online forums. The questionnaire received 212 valid responses. Findings: The hypotheses for four out of the six basic emotions were tested. The Happiness appeal showed to have the most positive effect on purchase intention (0.412), whilst Fear (0.269) and Sadness (0.273) also displayed positive tendencies, even though the Sadness appeal had been hypothesized to have negative effects on purchase intention. Furthermore, the Disgust appeal was - as hypothesized - suggested to have a negative influence on purchase intention (-0.277). The Surprise and Anger appeals displayed insignificant F-values and could thereby not be further investigated. Conclusion: Based on the four remaining emotions an adjusted conceptual model was presented in which one can observe the varying effects of emotional message appeals on purchase intention. This model can be valuable for marketers and marketing practitioners looking to apply emotional appeals as part of their marketing strategies, as well as to researchers looking to more fully understand the dynamics of emotions and emotional appeals in marketing contexts. Last, this study calls for further establishment within the field of emotional appeals in terms of gathering insights into the fluidity of emotions.Appendix 3 is in a separate file.
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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 the current research program was to examine the effectiveness (i.e., persuasiveness) of positive and negative emotional appeals and, specifically, the issue- or message-relevant affect that such appeals evoke. An additional aim was to ascertain the relative influence and effectiveness of positive and negative emotional appeals for specific target audiences. Particular attention was given to the effectiveness of such messages for males, a high risk road user group of particular concern. The research program also aimed to examine the relative roles and interplay of emotion and cognition in determining message effectiveness. The research focused upon the cognitive constructs of response efficacy (i.e., the extent to which a message incorporates coping strategies and information as well as the extent that individuals' perceive a message as incorporating such coping strategies and information) and involvement (i.e., the extent to which individuals perceive an issue or message as personally relevant and/or as being at risk of experiencing).-----
The research program may be conceptualised as three stages, with each stage comprised of an empirical study and one or more manuscripts. The first stage of the research explored the roles and effectiveness of negative and positive emotional appeals. With a substantial body of literature available on the use of fear as a persuasive strategy, Paper One reviewed the theoretical and empirical evidence relating to the function and effectiveness of such appeals. This paper highlighted the mixed findings that have been reported and the controversy surrounding the nature of the fear-persuasion relationship. This paper also highlighted the importance of cognitive components of a message and, in particular, the need to incorporate high levels of response efficacy and to be cognisant of the issue of threat and message relevance.-----
Paper Two was based on qualitative research derived from focus groups of licensed drivers (N = 16). The study investigated the roles and effectiveness of positive and negative emotional appeals in road safety advertisements addressing speeding and drink driving. The results suggested that positive and negative emotional appeals may serve different functions. Positive emotional appeals were regarded as a potentially efficacious means of promoting the message of prevention and to model safe behaviour and the rewards received whereas negative emotional appeals were regarded an important way to remind drivers of the dangers of driving.-----
The second stage of the research program endeavoured to extend upon the findings reported in the first stage by providing an empirical comparison of positive, humorous appeals and negative, fear-based appeals on a range of outcome measures and over time. In Paper Three, the type of emotional appeal (positive/humorous, negative/fear), level of response efficacy (low, high), level of involvement (low, high), and gender were manipulated in a 2 x 2 x 2 x 2 mixed group design. Licensed drivers (N = 201) completed either a paper-and-pencil or internet-based version of a questionnaire. Prior to the anti-drink driving television advertisements being shown, pre-exposure were assessed. Attitudes and intentions were then assessed immediately after exposure and attitudes, intentions, and behaviour, 2 to 4 weeks later. The results provided evidence of the greater persuasiveness of negative appeals immediately after exposure and greater improvement of positive appeals over time. Also, the results highlighted the importance of high levels of response efficacy, irrespective of emotional appeal type. Paper Three also supported and extended upon earlier findings by examining third-person perceptions in relation to positive, humorous emotional appeals. The results revealed that males reported significantly greater overall influence both to themselves personally, as well as other drivers in general, than females for the humorous appeals. Further, consistent with the multiple roles of affect posited by Elaboration Likelihood Model, explanations were provided for the differential effectiveness of positive and negative affect.-----
An additional aim of the second stage of the research program was to clarify an important methodological issue; the sampling adequacy of traditional university student samples versus internet-based samples for health message persuasion research. Fear appeal empirical literature has been criticised for its over-reliance upon student samples. Paper Four examined the extent that the internet may function as an efficacious means of accessing drivers for road safety advertising research. The sample characteristics and results obtained from student and internet samples of drivers were compared empirically. The results provided support for the greater diversity and representativeness of the internet sample and suggested that the two sampling approaches produce equivalent results. This paper served to inform the validity of prior research and informed the choice of sampling methodologies for the subsequent research stage reported in Paper Five.-----
The third stage of the research built upon the preceding stages and, most notably, broadened the scope of emotional appeals examined by comparing a range of negative and positive emotional appeals addressing the issue of speeding. Drawing upon the Rossiter-Percy (1987, 1997) motivational model, Paper Five examined two different negative and two positive emotional appeals designed as audio messages. Specifically, the type of emotional appeal (Problem Avoidance/Fear based; Problem Removal/ Agitation or annoyance-based; Social Approval/ Pride-based; and Intellectual Mastery/ Humour-based), level of response efficacy (low, high), level of involvement (low, high), and gender were manipulated in a 2 x 2 x 2 x 2 fully between groups design. A range of persuasion outcome measures, including attitudes and intentions, were assessed immediately after exposure and 1 month later. Further, the study assessed adaptive (message acceptance) as well as maladaptive (message rejection) intentions. The results provided evidence of the effectiveness of humorous-based appeals for males and highlighted that appeals of the same valence (positive or negative) need not have the same persuasive effects. The results also supported the importance of response efficacy for all appeal types and highlighted that a message's overall effectiveness requires consideration of both message acceptance and rejection rates.-----
Overall, the current research program, based upon a sound, multi-disciplinary theoretical framework, provided evidence for the need to broaden the scope of emotional appeals in the road safety advertising context and which may also be relevant within a wider health persuasion context. The results of the three studies have important theoretical and practical implications for future campaign development which are discussed.
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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/.
Full textAbstract:
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 the current research program was to examine the effectiveness (i.e., persuasiveness) of positive and negative emotional appeals and, specifically, the issue- or message-relevant affect that such appeals evoke. An additional aim was to ascertain the relative influence and effectiveness of positive and negative emotional appeals for specific target audiences. Particular attention was given to the effectiveness of such messages for males, a high risk road user group of particular concern. The research program also aimed to examine the relative roles and interplay of emotion and cognition in determining message effectiveness. The research focused upon the cognitive constructs of response efficacy (i.e., the extent to which a message incorporates coping strategies and information as well as the extent that individuals' perceive a message as incorporating such coping strategies and information) and involvement (i.e., the extent to which individuals perceive an issue or message as personally relevant and/or as being at risk of experiencing).-----
The research program may be conceptualised as three stages, with each stage comprised of an empirical study and one or more manuscripts. The first stage of the research explored the roles and effectiveness of negative and positive emotional appeals. With a substantial body of literature available on the use of fear as a persuasive strategy, Paper One reviewed the theoretical and empirical evidence relating to the function and effectiveness of such appeals. This paper highlighted the mixed findings that have been reported and the controversy surrounding the nature of the fear-persuasion relationship. This paper also highlighted the importance of cognitive components of a message and, in particular, the need to incorporate high levels of response efficacy and to be cognisant of the issue of threat and message relevance.-----
Paper Two was based on qualitative research derived from focus groups of licensed drivers (N = 16). The study investigated the roles and effectiveness of positive and negative emotional appeals in road safety advertisements addressing speeding and drink driving. The results suggested that positive and negative emotional appeals may serve different functions. Positive emotional appeals were regarded as a potentially efficacious means of promoting the message of prevention and to model safe behaviour and the rewards received whereas negative emotional appeals were regarded an important way to remind drivers of the dangers of driving.-----
The second stage of the research program endeavoured to extend upon the findings reported in the first stage by providing an empirical comparison of positive, humorous appeals and negative, fear-based appeals on a range of outcome measures and over time. In Paper Three, the type of emotional appeal (positive/humorous, negative/fear), level of response efficacy (low, high), level of involvement (low, high), and gender were manipulated in a 2 x 2 x 2 x 2 mixed group design. Licensed drivers (N = 201) completed either a paper-and-pencil or internet-based version of a questionnaire. Prior to the anti-drink driving television advertisements being shown, pre-exposure were assessed. Attitudes and intentions were then assessed immediately after exposure and attitudes, intentions, and behaviour, 2 to 4 weeks later. The results provided evidence of the greater persuasiveness of negative appeals immediately after exposure and greater improvement of positive appeals over time. Also, the results highlighted the importance of high levels of response efficacy, irrespective of emotional appeal type. Paper Three also supported and extended upon earlier findings by examining third-person perceptions in relation to positive, humorous emotional appeals. The results revealed that males reported significantly greater overall influence both to themselves personally, as well as other drivers in general, than females for the humorous appeals. Further, consistent with the multiple roles of affect posited by Elaboration Likelihood Model, explanations were provided for the differential effectiveness of positive and negative affect.-----
An additional aim of the second stage of the research program was to clarify an important methodological issue; the sampling adequacy of traditional university student samples versus internet-based samples for health message persuasion research. Fear appeal empirical literature has been criticised for its over-reliance upon student samples. Paper Four examined the extent that the internet may function as an efficacious means of accessing drivers for road safety advertising research. The sample characteristics and results obtained from student and internet samples of drivers were compared empirically. The results provided support for the greater diversity and representativeness of the internet sample and suggested that the two sampling approaches produce equivalent results. This paper served to inform the validity of prior research and informed the choice of sampling methodologies for the subsequent research stage reported in Paper Five.-----
The third stage of the research built upon the preceding stages and, most notably, broadened the scope of emotional appeals examined by comparing a range of negative and positive emotional appeals addressing the issue of speeding. Drawing upon the Rossiter-Percy (1987, 1997) motivational model, Paper Five examined two different negative and two positive emotional appeals designed as audio messages. Specifically, the type of emotional appeal (Problem Avoidance/Fear based; Problem Removal/ Agitation or annoyance-based; Social Approval/ Pride-based; and Intellectual Mastery/ Humour-based), level of response efficacy (low, high), level of involvement (low, high), and gender were manipulated in a 2 x 2 x 2 x 2 fully between groups design. A range of persuasion outcome measures, including attitudes and intentions, were assessed immediately after exposure and 1 month later. Further, the study assessed adaptive (message acceptance) as well as maladaptive (message rejection) intentions. The results provided evidence of the effectiveness of humorous-based appeals for males and highlighted that appeals of the same valence (positive or negative) need not have the same persuasive effects. The results also supported the importance of response efficacy for all appeal types and highlighted that a message's overall effectiveness requires consideration of both message acceptance and rejection rates.-----
Overall, the current research program, based upon a sound, multi-disciplinary theoretical framework, provided evidence for the need to broaden the scope of emotional appeals in the road safety advertising context and which may also be relevant within a wider health persuasion context. The results of the three studies have important theoretical and practical implications for future campaign development which are discussed.
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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 appeals employed. Conservatism is demonstrated to be a multilayered and complex contemporary ideology displaying a remarkable diversity of ideas and understandings of the world. Despite these broad differences in core ideas and policy prescriptions and a number of key sites of disagreement, contemporary conservative ideologies remain bound by a core set of ideas and a common vernacular.
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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 specifikt har en stilanalys använts för att se hur blogginläggen konstrueras språkligt, innehållsligt, socialt och kontextuellt. Utifrån de olika stildragen har gemensamma kvaliteter hittats i blogginläggen som sedan använts för att presentera analysresultatet. Analysen gav kvaliteterna gemenskap, opinionsbildning, vardagligt språk, personliga erfarenheter och åsikter, engagemang i ämnet och kontextuella faktorer. Resultatet visade att influencers använder ett personligt och engagerat språk. De skriver om personliga erfarenheter och om hur de mår, sin kropp och sina känslor. Influencers tar även på sig en självutnämnd expertroll för produkten när de försöker övertyga läsarna om fördelarna med produkten och företaget. För att övertyga läsarna används fear appeals och avskräckande exempel, som biverkningar de har upplevt med andra produkter.
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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 interaction effect is mediated by the processing fluency, in which the nonprofit organization concepts (vs. for-profit concepts) are congruent with the emotional dimensions of the fund-raising content, causing an ease of processing and positive appeal evaluations. In experiment 2, I find converging evidence that people tend to place little weight on their actual emotional responses in making donation decisions when a for-profit organization is involved. Consumers tend to exhibit a donation flatline, displaying equivalent donation behavior regardless of the actual emotional experiences involved. In experiment 3, I further demonstrate that people's memory performance actually becomes impaired when a high-intensity negative emotional appeal is presented by a for-profit organization but not when it is presented by a nonprofit organization, which again reveals that for-profit organizations’ use of emotional appeals to connect with consumers' affective feelings may backfire. I argue that this is because the activation of for-profit concepts (vs. nonprofit concepts) gives rise to the cognitive system (vs. the affective system), leading people to regulate their emotions via suppression in order to conduct a careful assessment of the appeal content; this results in a donation flatline.
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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 appeals to audience emotion, the adverts employ rhetorical devices such as personification, metaphor, repetition, and imagery. Rhetorical analysis of the two organizations’ strategic messaging suggests that their calls-to-action, at least in print adverts, rely heavily on appeals to audience emotion. Taken together, the data suggest that previous efforts made by these nonprofits have been proven successful.
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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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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.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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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 strategy is referred to as native advertising. Native advertising however is not unproblematic as said approach may be exploited to be deceptive, intrusive and secretive, brand whom implements such a strategy may be rewarded with short term positives. However the long term effects of said strategy prove negatives in various aspects of the brand. Purpose The purpose of this thesis is to explain how the conceptualization of native ads influence users’ feeling of non-intrusiveness. Method The conducted study implemented a deductive approach to research, including an explanatory purpose as previously elaborated upon. The study is further characterized as a cross-sectional design in which the researchers aimed to test the conceptualization of non-intrusive native advertising. The researchers further conducted a self administrated questionnaire with a total of 158 respondents. The data was cleaned in SPSS and further tested for reliability, validity and hypothesis testing. Conclusion The findings of the conducted study concludes that personalized advertising positively contributes to users’ feeling of non-intrusiveness. On the other hand, contextual relevance, 1 transparency, emotional appeal and informational appeal were rejected as such variables were not statistically significant in explaining non-intrusiveness. Therefore, the researchers rejected hypothesis H1, H2, H3, H4 and therefore rejected previous research stating that these variables contributes to users’ feeling of non-intrusiveness. However H5 was accepted, therefore theories that suggests that personalization according to one’s interest, previous interactions and real-time data to influence users feeling of non-intrusiveness were confirmed.
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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 lenguaje publicitario emocional y racional, aún existen discrepancias sobre la relación entre el uso de un determinado tipo de lenguaje publicitario y las características de las interacciones producidas en redes sociales como Instagram. El presente trabajo analiza la influencia de los tipos de lenguaje empleados en los posts de Instagram en el tipo de interacciones que estos generan, tomando como caso de investigación la marca de moda peruana PerroLoco.It is usual to find the presence of the fashion industry on social networks. Instagram is one of these and brands make efforts to create a tie with their followers. The interactions their posts generate, such as likes and comments, are one way to achieve it. There are various strategies to get interactions, one of them is the advertising language; that is, the use of the emotional, rational or mixed message, which can occur both in images and in text descriptions. However, despite the studies carried out on emotional and rational public language, there are still discrepancies on the relationship between the use of a certain type of public language and the characteristics of the interactions produced on social networks such as Instagram. This work analyzes the influence of the types of language used in Instagram posts on the type of interactions they generate, taking the Peruvian fashion brand PerroLoco as a case of study.
Trabajo de investigación
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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 des rôles actifs de l'application et de ses utilisateurs tels qu’ils sont délégués par les « portraits » de la technologie et tels qu’ils sont perçus par ses utilisateurs. Cette analyse rend visibles les aspects des rôles actifs et des pratiques des utilisateurs bénévoles au moment de la mise en œuvre de cette technologie dans deux premières régions, avant son adoption ultérieure dans d'autres régions de Suède ainsi qu’au Danemark. La perspective de la recherche médicale a jusqu'à présent dominé les études sur les applications de secourisme. Ces études ont évalué les résultats de l'usage de l'application par les bénévoles et se sont concentrées sur l'examen de l'efficacité de ces applications, par des indicateurs tels que le nombre d'utilisateurs arrivés sur place et le nombre de ceux qui ont participé à la réanimation des personnes victimes. Dans le même temps, ces travaux ont contribué à la construction de discours prometteurs et à des approches instrumentales appliquées pour comprendre les significations et les usages des applications médicales et de santé. En revanche, en s'appuyant sur l'analyse discursive et thématique du matériel de recherche qualitative, cette thèse cherche à mettre en évidence les perspectives des utilisateurs dans leur co-construction de la technologie de secourisme à travers leurs pratiques d'usage de l'application. Par une approche théorique socio-matérielle, elle explore de manière critique les rôles actifs des utilisateurs tels qu'ils sont délégués par les discours des développeurs du projet, des gestionnaires et des évaluateurs de cette technologie médicale et tels qu'ils sont négociés par les utilisateurs dans leurs pratiques quotidiennes. Cette thèse examine tout d'abord les « portraits » de l'application publiés en ligne, de ses utilisateurs et de leurs rôles actifs, mais aussi dans les pratiques de recrutement des utilisateurs et enfin dans une publication de recherche médicale évaluant cette technologie de secourisme. Ensuite, la thèse examine comment les bénévoles décrivent les motifs de leur décision de devenir usagers de l’application, le contexte social de leurs décisions et les significations qu'ils attribuent à leurs pratiques. Troisièmement, la thèse examine comment les récits des bénévoles, en juxtaposition avec les « portraits » en ligne de la technologie SMSlifesaving, représentent les pratiques d'usage de l'application par les bénévoles aux differentes étapes: avant la réception des notifications les informant des cas d'arrêts cardiaques, au moment de la réception de ces notifications, et après leur acceptation.Contribuant au champ de la recherche sociale critique sur les applications médicales et de santé, la thèse met en relief que les utilisateurs de l'application SMSlifesaving et les technologies qu'ils co-construisent ont des rôles actifs. Elle illustre les rôles actifs délégués et négociés par les utilisateurs ; ces derniers lorsqu'ils surmontent les dépendances quotidiennes de l'application et mesurent l'importance de leur travail bénévole, par l’intermédiaire de leur usage de l’application, par rapport à leur travail rémunéré et à leurs engagements de vie privée, développent un engagement consciencieux envers l'application et redéfinissent les promesses médicales de l'application pour les personnes victimes et leurs famillesThis thesis embraces a social science research perspective to examine uses of the app SMSlivräddare (eng. SMSlifesaving), now Heartrunner, dedicated to alert volunteers nearby to assist people suspected to suffer from a cardiac arrest outside hospital. This case study of the uses of the health and medical app juxtaposes the public portrayals of the app, its prospective users, their agencies and use practices with the volunteer users’ own accounts. The analysis explores dimensions of the app’s and its users’ agencies as delegated by the technology’s portrayals and perceived by its users. It renders visible also possibly obscured aspects of the volunteer users’ agencies and practices at the time of the technology’s implementation in the two first regions, before its subsequent adoption in other Swedish regions and in Denmark. A medical research perspective has so far dominated the studies of lifesaving apps. Such research evaluates the patients’ health outcomes resulting from the app use by the volunteers and concentrates on the examination of the efficiency aspects of the app, such as how many users arrived and how many engaged in resuscitating the patients. At the same time, it contributes to the promissory discourses and instrumental approaches applied to understand the meanings and uses of health and medical apps. In contrast, building on the discourse and thematic analysis of the qualitative research material, this thesis seeks to highlight the users’ perspectives in their co-constructing of the SMSlifesaving technology through their app use practices; it embraces a socio-material theoretical approach and critically explores the users’ agencies as delegated by the discourses of the project developers, managers and evaluators of the medical technology and as negotiated by the users in their daily practices. This thesis, first, investigates the public portrayals of the app, its users and their agencies published online, in the user-recruiting practices, and in a medical research publication evaluating the SMSlifesaving technology. Next, it examines how the volunteers’ accounts describe the rationales of their entry into their SMSlifesaving app use practices, the social context embedding their entry and the meanings which they ascribe to their practices. Third, the study investigates how the volunteers’ accounts in juxtaposition to the online portrayals of the SMSlifesaving technology represent the volunteers’ app use before their receptions of the app’s notifications which inform them about cardiac-arrest cases nearby, at the time of reception of such notifications, and following acceptance of such notifications.Contributing to the field of critical social research on health and medical apps, the thesis identifies that both the SMSlifesaving app users and the technologies they co-construct have agencies. It illustrates the users’ agencies delegated and negotiated; the latter when they overcome the app everyday dependencies and judge the app-mediated volunteer work importance versus their paid work and private life commitments, develop dutiful engagement with the app and re-define the app’s medical promises for the patients and their families
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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 improve one’s well-being. Traditionally, people have used different means in an attempt to enhance their memories: for example in learning through storytelling, studying, and apprenticeship. In remembering through practices like mnemonics, repetition, singing, and drumming. In retaining, storing and consolidating memories through nutrition and stimulants like coffee to help keep awake; and by external aids like notepads and computers. In forgetting through rituals and rites. Recent scientific advances in biotechnology, nanotechnology, molecular biology, neuroscience, and information technologies, present a wide variety of technologies to enhance many different aspects of human functioning. Thus, some commentators have identified human enhancement as central and one of the most fascinating subject in bioethics in the last two decades. Within, this period, most of the commentators have addressed the Ethical, Social, Legal and Policy (ESLP) issues in human enhancements as a whole as opposed to specific enhancements. However, this is problematic and recently various commentators have found this to be deficient and called for a contextualized case-by-case analysis to human enhancements for example genetic enhancement, moral enhancement, and in my case memory enhancement (ME). The rationale being that the reasons for accepting/rejecting a particular enhancement vary depending on the enhancement itself. Given this enormous variation, moral and legal generalizations about all enhancement processes and technologies are unwise and they should instead be evaluated individually. Taking this as a point of departure, this research will focus specifically on making a case for ME and in doing so assessing the ESLP implications arising from ME. My analysis will draw on the already existing literature for and against enhancement, especially in part two of this thesis; but it will be novel in providing a much more in-depth analysis of ME. From this perspective, I will contribute to the ME debate through two reviews that address the question how we enhance the memory, and through four original papers discussed in part three of this thesis, where I examine and evaluate critically specific ESLP issues that arise with the use of ME. In the conclusion, I will amalgamate all my contribution to the ME debate and suggest the future direction for the ME debate.
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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 behavioural intentions in social marketing context. The study seeks to evaluate the direct and indirect impact of fear, challenge and fear mixed with challenge on behavioural intentions via systematic mode and depth of information processing (SMIP/DP) and attitudes towards the advertisement (AT). The study also strive to determine whether respective influence of fear mixed with challenge emotional advertising serves as a conditioning stimulus to enhance systematic mode and depth of information processing, and indirectly, through attitudes towards the advertisement, influence the strongest intentions to seek professional help in comparison to fear or challenge appeals. Since marketing communication is progressing to an era of tailored messages targeted at individuals, this study investigates a-priori individual differences such as tolerance of ambiguity, tolerance of negative emotions, involvement with the advertisement, response efficacy and self-accountability to unveil the unique information processing patterns among consumers exposed to the emotional advertising. The study is based on mixed research design and comprised of qualitative (thematic analysis) and quantitative stages (quasi–experiment with web-based survey). Results of the study empirically confirm that emotional blend of fear mixed with challenge indirectly via cognitive mediators of SMIP/DP and AT exerted the strongest positive impact on help-seeking intentions in comparison to fear or challenge appeals in at-risk population. Across all emotional appeals, heuristically proceeded messages resulted in non-significant impact on behavioural intentions. Additionally, the empirical results of the current research suggest that market segmentation should be effectively applied when using fear mixed with challenge in advertising, since a-priori individual characteristic such as tolerance of ambiguity weakens the relationship between attitude towards the advertisement and help-seeking behavioural intentions in at–risk population. The moderating role of involvement with the advertisement was also supported to strengthen the direct relationship between SMIP/DP and AT regardless of felt emotion/s. The research provides important information to social marketers seeking to exploit the persuasive impacts of emotional advertising on inducing help-seeking intentions in at-risk consumers.Thesis (Ph.D.) -- University of Adelaide, Business School, 2015
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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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碩士輔仁大學
管理學研究所
92
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. This research argues that brand attitude, commercial attitude, involvement, and satisfaction influence on switching intentions. Brand and advertisement attitudes are also affected by interpersonal information and experiential information. As to service involvement, it is influenced by using time. ISP service does not belong to high involvement product; this research wonders if this relation keeps unchanged. It is thought that higher satisfaction results in lower switching intentions, but the satisfaction trap questions this kind of relation. Therefore, this research will discuss the role of satisfaction on switching intention. Laboratory experiment method is adopted to ensure the identity of samples, who are students in Fu-Jen University, familiar with technology information. A fictional brand name is also used to avoid the brand effect to disguise the experiment result. Analyzing tools are LISREL 8.3 and SPSS 11.5. As the results show, the effect of emotional advertisement is better, while the rational advertisement is more effective to specific samples. Interpersonal information does not work under the effect of advertisement; experiential information only affect brand positively toward brand attitude under rational advertisement. The relation between using time and involvement is unaffected by any sort of advertisement, and the relations between satisfaction and switching intention are different under different advertisement appeals. Based on results, this research provides three advices: First, emphasizing on information sources; second, take satisfaction as key survival factor; third, emphasize on the establishment of advertisement attitude. Because of the wilder practical range, emotional advertisement is recommended to be prior to rational advertisement. As advertisement attitude influences on both brand attitude and switching intention, it is suggested that marketers pay more attention to the making of advertisement.
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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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YesAdvertising 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 for achieving integration into the evoked set. Consumers’ age and gender significantly influence the effects of advertising appeals and reveal interaction effects.
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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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碩士明志科技大學
經營管理系碩士班
105
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 which proposes that egoistic motives, such as familial and emotional utility are instinct determinants of the relationship between emotional appeals and donation. To investigate the contribution of such a framework, the study also uses these two dimensions of utility as mediating variable to test the indirect relationship between appeal and donation. This study selects the advertisement of “Operation Smile” about Vietnamese children with cleft lips and conducts data randomly via online survey in Vietnam. The result supports perhaps positive emotions show higher significantly (positive) effects than negative emotions in donation with an appearance of familial and emotional utility to stem from emotions and donation.
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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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碩士國立臺灣大學
商學研究所
105
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, product attitude and purchase intention. There is no difference in the advertising effectiveness between the utilitarian product and the hedonic product. Whether under the condition of rational appeal or emotional appeal, there is no significant difference in the advertising effectiveness between independent self and interdependent self. We divide emotional appeals to individual emotional appeal and group emotional appeal to explore the advertising effectiveness on different appeals and self-construal. Individual emotional appeal will stimulate more positive advertising attitude for consumers with an independent self than consumers with an interdependent self; whereas group emotional appeal will stimulate more positive advertising attitude for consumers with interdependent self than consumers with an independent self. The findings mean that self-construal is an important moderators of effectiveness of different advertising appeals.
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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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碩士國立中興大學
科技管理研究所
101
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 in vary ad appeals, product categories and product involvement. As product involvement with advertising, different products and buying intention has been an important topic for research and discussion for decade. Product involvement, especially, has attracted researchers’ attention and has been studied under various conditions and frameworks. This study focuses on online advertising and addresses the dimensionality of product involvement construct and the moderating effect of involvement on consumers’ emotional responses and ad appeals. Using a sample of 714 subjects, the study shows that different ad appeals don’t have any effect on emotion response while the on emotion response has effect on purchase intention, click intention and impulsive buying intention.
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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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碩士國立成功大學
企業管理學系
105
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. low) and the types of emotional appeals (guilt appeal vs. warmth appeal) on CRM effectiveness. Based on 2x2 factorial design, this study uses four different scenarios to measure on attitude toward brand and purchase intention. The results indicate that influences of high product-cause fit are not significant. Moreover, not significant when being exposed to emotional appeals. In addition, there is no interaction between the product-cause fit (high v.s. low) and the types of emotional appeals on CRM effectiveness. According to these findings, Company should not only think of their product with high or low product-cause fit when they design their CRM ads, company should show their CSR activity intention clearly. And then select an appropriate emotional appeal to gain the biggest impact on CRM effectiveness. Keywords: Cause-related marketing, Product-Cause fit, guilt appeal, warmth appeal, CRM effectiveness INTRODUCTION 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. low) and the types of emotional appeals (guilt appeal vs. warmth appeal) on CRM effectiveness. Based on 2x2 factorial design, this study uses four different scenarios to measure on attitude toward brand and purchase intention. The results indicate that influences of high product-cause fit are not significant. Moreover, not significant when being exposed to emotional appeals. In addition, there is no interaction between the product-cause fit (high v.s. low) and the types of emotional appeals on CRM effectiveness. According to these findings, Company should not only think of their product with high or low product-cause fit when they design their CRM ads, company should show their CSR activity intention clearly. And then select an appropriate emotional appeal to gain the biggest impact on CRM effectiveness. This study used 340 samples to do regression analysis to test the influences of the emotional appeals and product-cause fit on cause-related marketing The results are as below: 1. Product-cause fit cannot influence CRM effectiveness. 2. The types of emotional appeals cannot influence CRM effectiveness. 3. The types of emotional appeals and product-cause fit do not have interaction at CRM effectiveness. MATERIALS AND METHODS The questionnaires are randomly collected from internet, including various types of participants, there are 340 samples in total. Operational definition and measures are according to other studies, and use 7-Point Likert Scale to quantify the result of questionnaires. This study use SPSS 22.0 to analyze data, including descriptive statistics analysis, factor analysis, reliability analysis, validity analysis, pearson correlation analysis and regression analysis. This study uses experimental design to examine whether the impacts of product-cause fit (high v.s. low) and the types of emotional appeals (guilt appeal vs. warmth appeal) on CRM effectiveness. Based on 2x2 factorial design, this study uses four different scenarios to measure on attitude toward brand and purchase intention. RESULTS AND DISCUSSION Table 1. Summary of results Proposition Result H1: Product-cause fit can positively influence CRM effectiveness. Not hold H2: The types of emotional appeals can positively influence CRM effectiveness. Not hold H3: The types of emotional appeals and product-cause fit do not have interaction at CRM effectiveness. Not hold CONCLUSION The main points of this study are as below: 1. The effect of product-cause fit cannot positively influence CRM effectiveness. This study finds out that product-cause fit cannot influence CRM effectiveness. Whether low or high product-cause fit cannot affect CRM effectiveness, but they can gain consumers’ attention, and consumers can distinguish low or high product-cause fit in ads. 2. The types of emotional appeals cannot positively influence CRM effectiveness. This study finds out that the types of emotional appeals cannot influence CRM effectiveness. Whether guilt appeal or warmth appeal emotional appeals cannot affect CRM effectiveness, but they can gain consumers’ attention, and consumers can distinguish guilt appeal or warmth appeal emotional appeals in ads. 3. The types of emotional appeals and product-cause fit do not have interaction at CRM effectiveness. This study finds out that the types of emotional appeals and product-cause fit do not have interaction at CRM effectiveness, so if we combine they together, it would not show any effectiveness in ads. The limitations of this study are the way of collecting samples, diversity of samples and not include other online review content factors that may affect CRM effectiveness. The practical implications of this study are to recommend enterprise to put more attention on how to deliver their intention to do good things to consumers so that consumers will take actions to support SCR activity.
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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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碩士國立中山大學
企業管理學系研究所
97
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 effectiveness of the emotional appeals. The present study uses experimental design to investigate the effects of the types of emotional appeals (guilt appeal vs. warmth appeal) and brand’s gender traits (feminine brand vs. masculine brand) on CRM effectiveness. And a 2X2 factorial design is conducted. Four different scenarios are established through fictitious CRM ads, and the ad effects are measured by purchase intention and attitude toward the brand to observe the response under different scenarios. The results indicate that there is an interaction effect between emotional appeals and brand’s gender traits on CRM effectiveness. The feminine brand is more effective while using CRM. Furthermore, the feminine brand is more effective than the masculine brand while the warmth appeal is used to promote a CRM ad, but such superior effect disappears as it turns to guilt appeal. According to these findings, this study suggests that marketers should consider the “gender” of their brands before choosing an appropriate emotional appeal in the CRM ad to reach their goals.
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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 the ads, and then seeking to associate their receptiveness to their demographic characteristics (age group, gender and population group). This research was conducted via an online survey and then parametrically tested. The results indicated that insufficient evidence exited to predict the relevance of nostalgia in advertising by gender or population group. However, evidence was found that suggests that the relevance of nostalgia does vary depending on the consumers’ age.CopyrightDissertation (MBA)--University of Pretoria, 2012.
Gordon Institute of Business Science (GIBS)
unrestricted
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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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碩士國立中興大學
科技管理研究所
103
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 and purchase intention. Hence, this study proposed that when the different category of online advertisements are designed, they should consider more about the advertising appeal (i.e., rational and emotional). To achieve this objective, a 2 (advertising appeal: rational/emotional) × 2 (product category: search/experience) × 2 (product involvement: high/low) factorial design experiment was conducted. There are 8 experimental conditions and total 321 subjects voluntarily participated this experiment. The experimental results suggested that different types of product category using in different advertising appeals with different product involvements, there are significant difference on advertising attitude and purchase intention to the customers. In addition, we found that high involvement subjects have the better perceived quality, advertising attitude and purchase intention than the low ones. Results from current study can provide theoretical contribution to advertising appeal literature in e-commerce context, as well as practical contribution to online advertising companies regarding the choice of appropriate advertising appeal design.
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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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碩士輔仁大學
企業管理學系管理學碩士班
102
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 emotional identity, and then facilitate the highly consuming intention. Advertising appeals emphasize how to express the product profit clearly, and then make impressive image for different gender of consumers. Because of the difference of gender trait, the advertising image also results difference, and has different profits in different product types to convey for consumers. On the other hand, story is the medium of communication between story marketing and consumers, it touchs consumers’ heart by storytelling to make consonance. According the descriptions above, the purpose of this study is to discuss the relationship among the form of story, advertising appeals (rational appeal and emotional appeal), product types (utilitarian Product and hedonic produc) and gender. Quantitative research methodology was adopted for this study. The valid samples are 716 that receive from the internet BBS group: ppt, SPSS statistic computer program was used in this study. The results are as follows: (1) the descriptions of story structure is easier to initiate the consumer's emotional identity; (2) among advertising appeals and product tpyes, emotional appeal and hedonic product are more suitable for the form of story, and the hedonic product combining with emotional appeals and story is easier to initiate the consumer's emotional identity; (3) it could facilitate highly consuming intention by initiate highly consumer's emotional identity. In past research of story marketing, it trend to apply for internet community and blog, and how to influence the consuming intention, but it’s rarely mentioned what kind of factor form the consuming intention. From the above findings, researchers will have deeper understandings toward contextual relationships between story marketing and consuming intention, and apply for enterprise as a reference.
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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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碩士東吳大學
國際經營與貿易學系
105
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, communication and consumer electronics are indispensable tools in modern life. Internet advertising has also played an important role for every enterprise. In recent years, communication between Taiwan and Japan is more and more frequently. We can say Taiwan's consumers receive advertising and merchandise messages from Japan without any time difference. Therefore, this study selected the banner ads on YAHOO!TAIWAN and YAHOO!JAPAN as a study sample. This study will be use content analysis to realize: 1. The category for functional goods that use emotional appeals in advertisement. 2. The emotional elements in functional goods' advertisement. 3. The differences between Taiwan and Japan's emotional appeals.
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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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碩士大葉大學
工業關係學系碩士班
92
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. Furthermore, using brand equity as interfered variable to investigate the effect of interference to product involvement, emotional advertising appeals on purchase intention. This research was using the method of questionnaire survey together with various kind of satistic analysis and got the important discoveries are stated separately as follows: 1.The different individual variables to product involvement, brand equity, emotional advertising appeals and purchase intention comes out a partly remarkable discrepancy. 2.Product involvement, brand equity, emotional advertising appeals and purchase intention reveals outstanding positive relation. 3.The interaction of product involvement and brand equity reveal interference effect to the purchase intention.
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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 EstratégiaO 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 negativas, como o medo, ou positivas, como a felicidade, ou um tom informativo, que fornece informações e factos sem estímulo de emoção. As teorias Health Belief Model e Regulatory Focus Theory são utilizadas de forma a prever como a persuasão dos anúncios de marketing social pode ser eficaz na motivação para atingir benefícios ou evitar riscos individuais ou coletivos, mas é notável que não existe um consenso a nível teórico quanto ao tom dos apelos mais eficaz – entre apelos emocionais, informativos ou a conjugação dos dois tons de apelo. A presente investigação tem como objetivo analisar a prevalência dos tons emocional versus informativo nas campanhas de marketing social sendo que já se verificaram muitos estudos sobre a eficácia do uso destes tons mas pouco se sabe acerca da prevalência deles nas mensagens dos anúncios. Assim sendo, a partir da análise da prevalência do tom emocional versus informativo pretende-se perceber como os estrategas de marketing estão a utilizar o tom dos apelos e se o estão a fazer de acordo com as evidências de eficácia descritas na literatura. Para realizar este estudo determinou-se como unidade de análise as campanhas de marketing social desenvolvidas em Portugal. Recolheram-se 40 vídeos publicitários de marketing social presentes nos canais de YouTube de Organizações Governamentais e Não Governamentais portuguesas. Através de uma análise de conteúdo classificou-se 25 como campanhas de tom informativo, 8 de tom emocional e 7 de tom misto. Os resultados da investigação demonstram que há uma preferência pelo uso do tom informativo nas campanhas de marketing social em Portugal e que, principalmente nos temas de prevenção, estas não seguem as recomendações teóricas que defendem um tom emocional. Esta análise mostra que há uma discordância entre a prática do uso do tom dos apelos e a teoria quanto à eficácia do uso destes tons, sugerindo que em futuras investigações se estude os motivos desta discrepância.
Social marketing applies marketing techniques to social causes in different areas, such as disease prevention, domestic violence, anti-smoking, environmental prevention, road and child safety, among others, with the objective of influence behavior and attitude changes. Social advertising seeks to construct objective and effective messages to influence desired behavior changes through appeals that use an emotional tone, through the stimulation of negative emotions, such as fear, or positive emotions, such as happiness, or an informative tone, which provides information and facts without any stimulus of emotion. The Health Belief Model and The Regulatory Focus Theory are used to predict how the persuasion of social marketing ads can be effective in motivating people to achieve benefits or avoiding individual or collective risks, but it’s notable that there is no theoretical consensus regarding the efficiency of the appeals – between emotional and informational appeals or the combination of the two tones appeal. The present research aims to analyze the prevalence of emotional versus informative appeals in social marketing campaigns, being that there have been numerous studies on the effectiveness of the use of these tones but little is known about their prevalence in ad messages. Thus, from the analysis of the prevalence of emotional versus informative tone, we intend to understand how marketing strategists are using the tone of the appeals and if they are doing it according to the efficacy evidence described in the literature. To perform this study it was determined as unit of analysis the social marketing campaigns developed in Portugal. Were collected 40 social marketing advertising videos on the YouTube channels of Portuguese Governmental and Non-Governmental Organizations. Through a content analysis we classified 25 with the informational tone, 8 with emotional tone and 7 with mixed tone. The results of the research demonstrate that there is a preference for the use of informational tone in social marketing campaigns in Portugal and that, mainly on prevention issues, these don’t follow theoretical recommendations that defend an emotional tone. This analysis shows that there is a disagreement between the practice of using the tone of the calls and the theory as to the effectiveness of the use of these tones, suggesting that in future investigations the reasons for that discrepancy will be studied.
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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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碩士銘傳大學
管理科學研究所
91
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 the feelings and the emotions of the consumers until they make responses, and the advertising achieves it’s purpose by causing whether positive or negative emotions of the consumers. This thesis is mainly to investigate the routes of influences of the emotional advertising appeals on the advertising effects. In this investigation, I set the emotional advertising appeals as independent variable, the purchasing motive as Moderating variables, advertising emotion as Intervening variable, and the advertising effects as dependent variable, and I took the advertising of cellular phone services as example for my investigation. Then I’ll have discussions on the outcomes of the investigation by way of ANOVA and Regression. What follows are the three points of the conclusion of my investigation: 1.When the purchasing motive is the “intellectual stimulation”, the expressive way “user image” of the emotional advertising appeals can affect the advertising effects by “advertising emotion”. 2.When the purchasing motive is the “social approval”, the expressive way “use occasion” of the emotional advertising appeals can affect the advertising effects by “advertising emotion”. 3.When the purchasing motive is the “sensory gratification”, the expressive way “brand image” of the emotional advertising appeals can affect the advertising effects by “advertising Emotion”. The outcomes of this investigation can be served as useful information to advertising agencies, and also have certain value to investigations relative to advertising.
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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 role of consumers’ green involvement for consumers’ response. Additionally, it investigates how ad effectiveness variables predict behavioural intent. For this, a 2x3 factorial experiment based on a convenience sample, with 327 participants, examined the effectiveness of argument strength, individually and with social and moral emotional appeals, and the moderating role of green involvement. Findings revealed that argument strength increases advertising effectiveness primarily for medium involved consumers, whereas a social emotional appeal increases behavioural intent regardless of consumers’ green involvement, providing evidence for the latter as the superior ad appeal. However, there was no significant combined effect of a functional and emotional ad appeal. Consumers’ behavioural intent was found to be much more driven by the anticipated warm glow from the purchase than by green utilitarian benefits. Implications for scholars and managers are discussed.A discrepância entre as atitudes pró-ambientais dos consumidores e o comportamento de compra de produtos sustentáveis ilustra a necessidade de melhorar a comunicação comercial da proposta destes. Contudo, os conhecimentos académicos sobre a eficácia publicitária dos diferentes apelos publicitários sustentáveis e o papel do envolvimento sustentável, particularmente no que diz respeito aos estímulos publicitários mistos (funcionais e emocionais), continuam a ser escassos. Por conseguinte, esta investigação visa compreender qual o apelo, funcional, emocional ou a sua combinação, que aumenta mais fortemente a eficácia publicitária e a intenção comportamental, bem como o papel do envolvimento sustentável dos consumidores na resposta aos mesmos. Investiga ainda a forma como as variáveis de eficácia publicitária preveem a intenção comportamental.Uma experiência factorial 2x3 baseada numa amostra de conveniência, com 327 participantes, examinou a eficácia da força do argumento, individualmente e com apelos emocionais sociais e morais, e o papel moderador do envolvimento sustentável. Os resultados revelaram que a força do argumento aumenta a eficácia da publicidade principalmente para os consumidores envolvidos a médio prazo, enquanto que um apelo emocional social aumenta a intenção comportamental independentemente do envolvimento sustentável dos consumidores, fornecendo evidência de que este último é o apelo publicitário superior. Contudo, não houve um efeito combinado significativo de um apelo publicitário funcional e emocional. Verificou-se que a intenção comportamental dos consumidores foi muito mais impulsionada pelo “warm glow” antecipado da compra do que pelos benefícios utilitários sustentáveis. As implicações para académicos e gestores são discutidas.
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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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碩士淡江大學
管理科學學系
87
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 market is getting more and more attentive. Advertising is one of the most important media between manufacturers and consumers and the use of emotional appeal in advertising is prevalent. Numerous researches exist in analyzing and comparing men''s and women''s preference and acceptance of advertising. However, limited research can be found in analyzing the differences among female consumers only. Female consumers probably are more sensitive than male and would show different emotional responses toward emotional advertising, and consequently the same advertisement may have different effect for female consumers with different characteristics. This study hypothesize the followings: 1. Female consumers'' emotional responses toward positive emotional advertising are affected by career. 2. Female consumers'' emotional responses toward positive emotional advertising are affected by age. 3. Female consumers'' emotional responses toward negative emotional advertising are affected by career. 4. Female consumers'' emotional responses toward negative emotional advertising are affected by age. The research design of this study was that all subjects were exposed to a positive advertisement and a negative advertisement and then filled out a questionnaire measuring emotional responses. One hundred and eighty questionnaires were collected and ANOVA analysis was employed to analyze the data. Results supported the first and fourth hypotheses.
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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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碩士國立彰化師範大學
企業管理學系
106
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 effective for video advertising. Therefore, this study believes that online video advertising will be the mainstream of the future, and it is worthy of study. The purpose of this study is to explore if the different commercial appeals (emotional / rational) rise emotions, which will influence viewers’ brand attitude and the intention of sharing on social media. The study specializes on people who have experience watching mobile video advertising and sharing it on social media. The participants need to watch two advertisements before answering the questionnaires. This study has collected 302 valid online questionnaires. The result of advertisement 1 is: emotional ad has positive effect on pleasure and arousal emotion. Rational ad has positive effect on arousal and dominance emotion. Arousal emotion affects brand attitude and sharing intention on social media in a positive way. Dominance emotion affects positively on behavior. In terms of advertisement 2, emotional ad affects pleasure and arousal emotion on a positive way. Rational ad has positive effect on pleasure emotion. Arousal emotion affect positively on brand and behavior. Dominance emotion affects positively on behavior. As a comparison of internal control personality traits, both in advertisement 1 and 2 have caused arousal emotions. When viewers generate arousal emotions, they will have a positive impression of the advertising brand and are more willing to sharing and commenting on social media.
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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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博士國立高雄第一科技大學
管理學院博士班
103
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 to include brand intimacy and brand commitment into the model and to find out what’s relations between these two constructs. We further developed rational appeals (food quality, restaurant environment, and price fairness) and emotional appeals (self-consistency, employee hospitality and past memories) to understand how its effect on brand intimacy and brand commitment and then affect resistance to negative information and not willing to switch. The subjects who had dined in one of these four catering services include self-service restaurant, casual restaurant, café and fast food were qualified to film the questionnaire. We used snowball sampling method to collect questionnaire on line. A total of 1,067 effective questionnaires were received and the response rate was 95%. That included 213 in self-service cafeteria, 202 in casual restaurant, 300 in café and 302 in fast food restaurant. Amos 17.0 and SPSS18.0 were conducted to do the reliability rest, validity test and path analysis. Critical academic implications are as follows: (1)This research establishes a comprehensive model to understand how the close relationships between customer and brand can be built. (2)The elements under rational appeals and emotional appeals are developed to measure the effect of marketing plan. Rational appeal includes food quality, restaurant environment, and price fairness and emotional appeal includes self-congruence, employee hospitality, and past memories. (3)This research discovers the mediation effect of brand intimacy and brand commitment. The rational appeals and emotional appeals will positively affect brand commitment through brand intimacy and brand intimacy will positively affect resistance to negative information and unwilling to switch through brand commitment. (4)Rational appeals have greater influences on brand love than emotional appeals. (5)Restaurant environment is the primary factor of rational and emotional appeals to enhance brand intimacy. (6)Employee hospitality is a critical factor of emotional appeals to promote brand intimacy. Important practical implications for the food and beverage industry are as follows: Rational appeals have greater impact on brand intimacy and brand commitment than emotional appeals. Restaurant managers need to return to focus on the basic elements of the restaurant which is food quality, dining environment, and price fairness. Designing a well dining environment, providing good food, and setting a fair price will get closer to the customers. Then, customers will be willing to make a commitment and behave as a loyal customer. This research also provides many branding strategy to the Self-Service Cafeteria, casual restaurant, café, and fast food industry.
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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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YesDespite 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 steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category. The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement. Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal. This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.
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Wang, Hsiao-lun, and 王孝倫. "The Relationship Between Emotional Appeal and the Adoption of Innovative Service." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/3u29w5.
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碩士國立中山大學
企業管理學系研究所
96
This study examines whether hope appeal and fear appeal in service advertisements would significantly influence consumers’ perception of innovation characteristics such as relative advantage, compatibility, and perceived risk, thus further influence the consumers’ decision on whether to adopt the innovative service product or not. As to the literature support, the researcher advocate that when consumer perceives a stronger appeal of hope or fear, he/she will generate a selective exposure to the information from the specific advertisement, thus further influence the consumers’ adoption decision. And by experimental design, besides the main effect of hope and fear appeal, the researcher also considered and included the negative reactivity of consumers and also the amount of benefit information within the advertisement to explore their moderating roles in the effects of emotional appeal on the customers’ adaptation of service innovation. The results shows that except perceived risk, other perceived innovative characteristics (compatibility and relative advantages) are significantly affected by the hope and fear appeal. The result also shows that perceived innovative characteristics partially mediate the effect of emotional appeal on the customers’ adaptation of service innovation. But unexpectedly, negative reactivity and the amount of benefits information within the advertisement do not show significant moderating effects on the relationship between emotional appeal and adaptation of service innovation.
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Hsu, Ya-Jou, and 許雅柔. "Imagine, drive you into action: Effects of mental simulation in emotional appeal advertising." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/8w7eht.
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碩士國立中山大學
行銷傳播管理研究所
103
Nowadays, in advertising practices, it is common to observe that practitioners try to improve the audience’s attitudinal responses and purchase intentions through evoking specific emotions by the use of emotional appeals. Among various emotional appeals, sex appeals and humor appeals are heavily used. Related research reveal that these two emotional appeals can successfully attract the attention of consumers, but their effects on affecting procut-related memory, cognition, and behavioral intentions are not as good as expected. How to improve the effects of emotional appeals is the considerable concern of practitioners. This study suggests that adding different designs in advertisements (i.e., cognitive-oriented mental simulation) might strengthen the link of consumers toward the advertised product. Accordingly, this study explores which types of mental simulation should be used to generate better advertising effects in different types of emotional appeal advertising. Moreover, it also examines the possible moderation of product involvement and compares relative effects of different types of emotional appeal advertising. This study conducts a 2 (mental simulation: process-focused vs. outcome-focused) x 2 (types of advertising appeals: sex vs. humor) x 2 (product involvement: high vs. low) between-subjects factorial experiment to test five hypotheses. The analytical results reveal the following. (1) In emotional appeal advertising, adding the mechanism of mental simulation can produce better advertising effectiveness. Additionally, outcome-focused mental simulation has better effects than does process-focused mental simuation. (2) Humor appeals (compared to sex appeals) can generate better ad attitudes. (3) Sex appeal advertising using outcome- focused mental simulation generates better effects, while using process-focused or outcome-oriented mental simulation generates equivalent effects in humor appeal advertising. (4) High-involvement products using process-focused mental simulation and low-involvement products using outcome-focused mental simulation have better advertising effects. (5) In different combinations of advertising-appeal types and product involvement, the relative effects of the types of mental simulation are diversified. The research results contribute to understanding the effects of adding the cognitive mechanism (i.e., mental simulation) in emotional appeal advertising. Additionally, it helps to clarify the relative effects between process-focused and outcome-focused mental simulation by considering the moderation of emotional appeals and product involvement. It also provides practical implications on how to select effective emotional appeals and how to determine the types of mental simulation used in the ads depending on different emotional appeals and products with varying involvement.