Journal articles: 'Emotional appeals'

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Li, Shanshi. "Emotional Appeals in Tourism TV Commercials: A Psycho-Physiological Study." Journal of Hospitality & Tourism Research 43, no. 6 (February 22, 2019): 783–806. http://dx.doi.org/10.1177/1096348019828440.

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This study adopts psycho-physiological techniques to examine the impacts of different types of emotional appeals (used in tourism TV commercials) on consumers’ emotional and evaluative responses. A total of 101 participants were exposed to 18 existing tourism TVCs while their psycho-physiological and self-report data were collected. Findings suggest that emotional appeals in tourism advertising should not be considered as homogeneous. Specifically, different types of emotional appeals in tourism TVCs can be discriminated based on their ability to evoke emotional responses. More important, the results of this article have advanced the general theories addressing the effects of ad-evoked emotions on advertising effects and concluded that the role ad-evoked emotion plays in generating consumers’ emotional and evaluative responses depended on the type of emotional appeal used. Methodological, theoretical, and practical implications of this study are discussed.

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Mogaji, Emmanuel, Barbara Czarnecka, and Annie Danbury. "Emotional appeals in UK business-to-business financial services advertisements." International Journal of Bank Marketing 36, no. 1 (February 5, 2018): 208–27. http://dx.doi.org/10.1108/ijbm-09-2016-0127.

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Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1,834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17 business owners operating a business current account with a British bank were carried out. Findings Emotional appeals are embedded in B2B financial services advertisements, and business owners acknowledge the presence of emotional appeals; however, the perceived congruency between emotional appeal and financial services could not be established as participants reported a largely utilitarian, need- and benefit-driven decision-making process. Research limitations/implications Accurately measuring emotions aroused through advertisements is considered a limitation. In addition, the sample of participants considered for this research project was small and medium-sized business owners. Practical implications Emotional appeals should be used in conjunction with detailed rational information about financial products, as emotional appeals only arouse interest. Relationship is considered crucial in capitalising on the emotionally appealing advertisements. Customers must feel appreciated and loyalty should be rewarded. Originality/value The paper responds to numerous calls for more research into the role of emotional influences on the relationships in a B2B context and on the behaviour of business customers.

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Mensa, Marta, and Lizardo Vargas-Bianchi. "Nurtured and sorrowful: Positive and negative emotional appeals in early COVID-19 themed brand communications." Communication & Society 36, no. 1 (January 10, 2023): 167–84. http://dx.doi.org/10.15581/003.36.1.167-184.

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This study examines the prevalence of emotional appeals in COVID-19-themed brand advertisements from around the world in the months immediately following the World Health Organization’s declaration of the coronavirus outbreak as a pandemic. The study analyses the frequencies of use of positive and negative emotional appeals in the content of the ads, and concurrent combinations of such appeals. A content analysis was conducted on a sample of 376 ads from the “Ads of The World” digital archive. The results reveal a preference for positive emotions, with nurturance and affiliation being the most frequent. Sorrow was the third most preferred emotional appeal, and the most used negative emotion. Some brands have compared the virus to a hurricane (Brazil), an assassin with a chainsaw (US) or the death personified (Peru). Advertisers should be careful when using negative emotional appeal content during COVID-19. According to the law of apparent reality, during times of stress the recommendation is to be cautious with negative emotions, as they may be felt more intensely by consumers. Advertising has a social responsibility, which can be directed at promoting consumer behaviours that leave a positive or negative impact on their communities. In a situation such as the pandemic, brand communication professionals must use emotions rigorously, employing this resource to contribute to society, avoiding giving rise to harmful attitudes or behaviours. The research findings are consistent with the literature and lead to future examination of emotional appeals in advertising in stressful and uncertain circumstances.

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Taddicken, Monika, and Anne Reif. "Between Evidence and Emotions: Emotional Appeals in Science Communication." Media and Communication 8, no. 1 (March 18, 2020): 101–6. http://dx.doi.org/10.17645/mac.v8i1.2934.

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In the field of science communication, there is currently a great deal of discussion on how individuals can be reached, not only through fact-oriented communication, but also through emotional appeals and ‘edutainment’ approaches. This discussion has been further intensified by the changing conditions of new media environments. From an academic viewpoint, the discussion is often met with scepticism. However, categorical statements about a supposed dichotomy of emotion and rationality are misleading. What is needed are differentiated arguments and analyses. Nevertheless, emotions in science communication are an often overseen research field. With this thematic issue, we seek to enrich the scientific discourse by providing research from authors coming from different perspectives using different concepts, methods, and cases. In this editorial, we summarise the contribution of ten different articles on three levels: (1) emotions of science communicators, (2) emotional(ised) content, and (3) emotions of science communication audiences.

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Remer, Gary. "Rhetoric, Emotional Manipulation, and Political Morality." Rhetorica 31, no. 4 (2013): 402–43. http://dx.doi.org/10.1525/rh.2013.31.4.402.

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Notwithstanding the widespread assumption that Aristotle forges a better relationship among rhetoric, the emotions, and political morality than Cicero, I contend that Cicero, not Aristotle, offers a more relevant account of the relationship among these terms. I argue that, by grounding his account of emotional appeals in the art of rhetoric, Aristotle does not evade the moral problems originating in emotional manipulation. Moreover, Aristotle's approach to emotional appeals in politics is, compared to Cicero's, static, unable to adapt to new political circumstances. I suggest that Cicero's approach to the rhetorical emotions is more acceptable to a modern audience than Aristotle's because it is ethically based while also responsive to political realities. Cicero accommodates emotional appeals to circumstance based on his belief in decorum as a moral principle. Further, I show that emotional manipulation in Cicero is not as problematical as it initially appears.

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Taute, Harry A., Shaun McQuitty, and Elise Pookie Sautter. "Emotional Information Management and Responses to Emotional Appeals." Journal of Advertising 40, no. 3 (October 2011): 31–44. http://dx.doi.org/10.2753/joa0091-3367400303.

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Ort, Alexander, and Andreas Fahr. "The effectiveness of a positively vs. negatively valenced PSA against sexually transmitted diseases – evidence from an experimental study." Studies in Communication and Media 9, no. 3 (2020): 341–66. http://dx.doi.org/10.5771/2192-4007-2020-3-341.

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This study examines the effects of positive compared to negative appeals in persuasive health communication about sexually transmitted diseases (STDs). The theoretical background draws on the Extended Parallel Process Model, which is mainly used to ex- plain the processing of negative appeals (fear) in these contexts. Participants (N = 160; Mage = 22.59, SD = 2.48, 57.4% female; mainly students) took part in a one-factorial experiment by viewing an advertisement promoting the use of condoms that was emotionally framed as either humorous (positive) or threatening (negative) to induce an emotional experience of joy or fear, respectively. Emotional experiences were tested as predictors for health behavior-related outcomes by means of hierarchical regression analyses. Data pro- vides evidence for the beneficial effect of positive emotional appeals on message judgment and attitudes towards the proposed behavior. The threatening appeal reduced perceptions of efficacy and led to an increase in reactance. These findings provide further evidence for carefully using fear appeals in persuasive health communication and speak in favor of integrating positive emotional appeals in these contexts.

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Carrera, Pilar, Dolores Muñoz, and Amparo Caballero. "Mixed Emotional Appeals in Emotional and Danger Control Processes." Health Communication 25, no. 8 (November 30, 2010): 726–36. http://dx.doi.org/10.1080/10410236.2010.521914.

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Kim, Hyo J., and Glen T. Cameron. "Emotions Matter in Crisis." Communication Research 38, no. 6 (January 10, 2011): 826–55. http://dx.doi.org/10.1177/0093650210385813.

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This experiment revealed that emotional news frames (anger-inducing vs. sadness-inducing) affect people’s emotional response to a corporate crisis such as a cell phone battery explosion accident. The distinct emotions induced by different news frames influenced individuals’ information processing (i.e., heuristic vs. systematic processing) and the evaluation of the company differently. Participants exposed to anger-inducing crisis news read the news less closely and had more negative attitudes toward the company than those exposed to sadness-inducing news. Also, emotional frames affected how individuals perceived the different types of corporate responses (relief-focused message vs. punishment-focused message; emotional appeal vs. no emotional appeal). The advantage of emotional appeals was found contingent on how the crisis was previously framed by the media. Findings demonstrate a potential for developing effective corporate response strategies in a given crisis situation, considering the type of crisis, how it has been framed by the media, the publics’ emotional responses, and the use of emotional appeals.

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Fulkerson, Laurel. "Emotional Appeals in the Mytilenean Debate." Syllecta Classica 19, no. 1 (2008): 115–54. http://dx.doi.org/10.1353/syl.2008.0002.

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Hussain, Syed A., and Maria K. Lapinski. "Nostalgic Emotional Appeals for Smoking Prevention." Communication Research Reports 34, no. 1 (December 16, 2016): 48–57. http://dx.doi.org/10.1080/08824096.2016.1235557.

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Merry, Melissa K. "Emotional Appeals in Environmental Group Communications." American Politics Research 38, no. 5 (May 19, 2010): 862–89. http://dx.doi.org/10.1177/1532673x09356267.

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Mattila, Anna S. "Do emotional appeals work for services?" International Journal of Service Industry Management 10, no. 3 (August 1999): 292–307. http://dx.doi.org/10.1108/09564239910276890.

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Dowding, Keith. "Emotional appeals in politics and deliberation." Critical Review of International Social and Political Philosophy 21, no. 2 (June 10, 2016): 242–60. http://dx.doi.org/10.1080/13698230.2016.1196536.

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Yousef, Murooj, Timo Dietrich, and Geraldine Torrisi. "Positive, Negative or Both? Assessing Emotional Appeals Effectiveness in Anti-Drink Driving Advertisements." Social Marketing Quarterly 27, no. 3 (June 22, 2021): 195–212. http://dx.doi.org/10.1177/15245004211025068.

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Background: The use of advertising to influence social behavior is one element of social marketing campaigns. While it is known that informational appeals are less effective in changing social perceptions and behaviors, the literature presents mixed and inconsistent results of which appeal (i.e. positive negative or both) is more effective in changing social behavior. The purpose of this study is to investigate the effectiveness of positive, negative and a combination of both appeals on young adults’ drink driving perceptions. Focus: This article is related to research and evaluation of the social marketing field. Research Question: Which, if any, of positive, negative or combination of both emotional appeals, is most effective in changing young adults’ drink driving attitudes, norms and intentions and how well do intentions explain behavior? Importance to the Field: The study builds on, and extends previous research exploring the effectiveness of emotional appeals, contributing to the literature by exploring both emotional appeals along the testing of each appeal separately. The research also validates the TRA’s utility beyond previously explored contexts. At a practical level, the research informs the work of advertising message design. It is recommended that, social marketers consider combined emotional appeals approach when designing messages. Methods: Respondents were randomly exposed to one of three emotional appeals (positive, negative or both) and asked to complete a questionnaire about their attitudes, norms and intentions to drink drive before and after exposure. Two analyses were used, Partial Least Squares Structural Equation Modeling to validate the Theory of Reasoned Action (TRA), and paired sample t-tests to assess change of perceptions over time between the three groups. Results: First the study found the TRA to have a strong predictive utility in explaining drink driving intentions. Second, the combination of both positive and negative emotional appeals was found more effective in changing drink driving attitudes, norms and intentions of young adults. Recommendations for Research or Practice: The study recommends that, social marketers consider combined emotional appeals approach when designing messages. However, further investigation is required to confirm this recommendation and as in any campaign, pre-testing the advertisements with the target audience is a must. Limitations: The key limitations of the study include the use of non-probability sampling, self-reported data, and varied exposure times. Future research should utilize autonomic measures to accurately assess perceptions and emotions as well as unifying the time of exposure for all emotional appeals.

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Kim, Mikyoung, and Yoonhyeung Choi. "Risk communication: The roles of message appeal and coping style." Social Behavior and Personality: an international journal 45, no. 5 (June 6, 2017): 773–84. http://dx.doi.org/10.2224/sbp.6327.

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We examined the main effect of message appeal (emotional and logical) and coping style (monitors and blunters) and the interaction effect between the two on risk message processing outcomes. Participants were 74 U.S. undergraduate and graduate students who read news stories about tornadoes, then rated their risk message processing outcomes. Results showed that emotional appeals led to a higher risk perception, probability of risk occurrence, and more accurate recognition memory than did logical appeals. Further, we found significant interaction effects between message appeal and coping style on risk perception. When message appeals were emotional, monitors perceived a higher risk and probability of risk occurrence than did blunters; however, when message appeals were logical, this difference between monitors and blunters disappeared. The findings suggest that (a) emotional appeals should be included in risk communication and (b) coping styles should be considered in effective risk communication.

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Kemp, Elyria, My Bui, Anjala Krishen, Pamela Miles Homer, and Michael S. LaTour. "Understanding the power of hope and empathy in healthcare marketing." Journal of Consumer Marketing 34, no. 2 (March 20, 2017): 85–95. http://dx.doi.org/10.1108/jcm-04-2016-1765.

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Purpose The dynamic landscape of healthcare has seen significant changes in marketing by the various types of healthcare providers. This research aims to explore the impact of emotions in healthcare advertising. Design/methodology/approach Two consumer panel experiments investigate the role of hope and empathy appeals in fostering positive evaluations toward healthcare providers (medical centers for serious illnesses). Findings Study 1 shows that two types of emotion-based healthcare appeals are more effective than non-emotional appeals. Study 2 compares the relative effectiveness of hope versus empathy appeals with medical expert or typical person (patient) testimonials. Research limitations/implications Findings demonstrate that in a healthcare context, an expert testimonial enhanced the persuasiveness of a hope-based appeal, whereas testimonials from unknown patients were not effective. Originality/value Understanding the role of emotions in healthcare advertising is increasingly important as healthcare providers compete on care and quality outcomes and advertising agencies vie for the attention of consumers.

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Septianto, Felix, Yuri Seo, Billy Sung, and Fang Zhao. "Authenticity and exclusivity appeals in luxury advertising: the role of promotion and prevention pride." European Journal of Marketing 54, no. 6 (May 6, 2020): 1305–23. http://dx.doi.org/10.1108/ejm-10-2018-0690.

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Purpose This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising messages. Design/methodology/approach Three experiments were conducted. Studies 1A and 1B establish the influence of incidental emotions and regulatory focus on consumer preferences for divergent luxury value appeals (exclusivity vs authenticity) within advertisements. Study 2 shows the match-up effects of congruent emotional and luxury value appeals on advertising effectiveness. Findings The authors offer causal evidence that promotion pride increases the preference for exclusivity appeals, whereas prevention pride increases the preference for authenticity appeals in luxury advertising. Research limitations/implications The study offers a novel perspective into the ways consumers evaluate different value appeals in luxury advertising and establishes the important role played by emotions within such evaluations. Practical implications Marketers of luxury products can increase the effectiveness of their advertising campaigns by considering the fit between emotional and luxury value appeals. Specifically, the authors show that the congruent matching of promotion pride with exclusivity appeals and of prevention pride with authenticity appeals within advertising messages can elicit more favorable consumer responses. Originality/value The study is the first to illustrate novel “match-up” effects: it shows when and how different luxury value appeals (exclusivity vs authenticity) and emotions (promotion pride vs prevention pride) influence the effectiveness of luxury advertising.

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Czarnecka, Barbara, and Emmanuel Mogaji. "How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers." International Journal of Bank Marketing 38, no. 3 (January 8, 2020): 756–76. http://dx.doi.org/10.1108/ijbm-07-2019-0249.

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Purpose The purpose of this paper is to examine the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in order to explore how emotional meanings are transferred to consumers via advertising. Design/methodology/approach Study 1 employed content analysis to examine the use of emotional appeals in loan advertisements. Over 2,900 editions of eight British newspapers were monitored for advertisements for loans containing emotional appeals. Study 2 employed 33 semi-structured interviews to explore consumers’ perceptions of emotional appeals in loan advertisements. Findings Loans were positioned as services providing relief, security and excitement. The use of negative emotional appeals such as guilt, fear and sorrow was sporadic. Loans that carried the most risk were advertised with positive emotional appeals the most frequently. Five dimensions of perceptions of emotional loan advertisements were conceptualised from the reported data in Study 2. Originality/value This is the first study in the UK to examine the use of emotional appeals in loan advertising and to explore consumers’ perceptions of loan advertisements featuring emotional appeals. The study identified five dimensions of perceptions of emotional appeals.

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Bülbül, Cenk, and Geeta Menon. "The Power of Emotional Appeals in Advertising." Journal of Advertising Research 50, no. 2 (June 2010): 169–80. http://dx.doi.org/10.2501/s0021849910091336.

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Zhuang, Ziqi (Nina). "Emotional Appeals in Commercials Affect Purchasing Behavior." International Journal of Interdisciplinary Studies in Communication 9, no. 3-4 (2015): 1–12. http://dx.doi.org/10.18848/2324-7320/cgp/v09i3-4/53609.

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Marmor-Lavie, G. "Measuring Emotional Appeals in Israeli Election Campaigns." International Journal of Public Opinion Research 18, no. 3 (September 1, 2006): 318–39. http://dx.doi.org/10.1093/ijpor/edh108.

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Pinto, Mary Beth. "On the Nature and Properties of Appeals Used in Direct-to-Consumer Advertising of Prescription Drugs." Psychological Reports 86, no. 2 (April 2000): 597–607. http://dx.doi.org/10.2466/pr0.2000.86.2.597.

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The past decade has seen a steady rise in expenditures for direct-to-consumer pharmaceutical advertising. While total revenues across all media are approaching the $1 billion dollar mark, surprisingly little is known about the effectiveness of these types of advertisements, including the appropriateness of various forms of emotional and informational appeal. A content analysis of direct-to-consumer advertising in 24 popular magazines shows that these advertisements are found in every category of magazine, the advertisements employ a mix of informational and emotional appeals, all types of emotional appeals are used, and to date, the type of appeal (emotional and/or informational) tends not to be based on the type of drug advertised. Implications of this content analysis are considered and directions for research on appeals used in direct-to-consumer advertising are suggested.

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Choirunnisa, Zuyyinna, Tanti Hendriyana, and Sri Hartini. "Penggunaan emotional appeals pada niat berdonasi (guilt appeals vs sadness appeals): sudut pandang Theory of Planned Behavior." Jurnal Ekonomi Modernisasi 15, no. 2 (December 27, 2019): 105–16. http://dx.doi.org/10.21067/jem.v15i2.3026.

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The objective of this study is to compare the use of emotional appeal (guilt appeals and sadness appeals) on donation advertisement on Rohingya social disasters against the intention of donating using the perspective of Planned Behavior Theory. The research method used in this research is quantitative research with experimental design with convenience sampling, that is, master sudent at Airlangga University. By using ANOVA test and multiple linear regression, this study answers the hypothesists. The results show that sadness appeals has greater impact than guilt appeal in the formation of subjective norms and perceived behavioral control. In addition, this study found that behavioral control not signifiacantly impact the intention of donating. This research also provides implications for nonprofit organizational managers to pay attention in delivering information of donation to donors, because respondents had begun to more sensitive of the type of advertising framing.

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Hussain, Arif, Gohar Saleem Parvaiz, and Shams Ur Rehman. "Advertising Appeals and Consumers Buying Intention: The Role of Emotional and Rational Appeals." Volume V Issue I V, no. I (March 30, 2020): 172–79. http://dx.doi.org/10.31703/gssr.2020(v-i).18.

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Advertising appeals play an important role in the effectiveness of advertising to attract or grasp consumer buying intention. This study is based on the differential effect of advertising appeals on consumers buying intentions. The results of the study show that advertising appeals have strong impact on consumers buying intention. All the hypothesis of the study was positive and significant. The results of this study are helpful in decision making for the corporate sector to develop and effectively use the ideas of advertising appeals for the promotion of a particular brand

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Kujur, Fedric, and Saumya Singh. "Emotions as predictor for consumer engagement in YouTube advertisement." Journal of Advances in Management Research 15, no. 2 (May 14, 2018): 184–97. http://dx.doi.org/10.1108/jamr-05-2017-0065.

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Purpose YouTube has emerged as the most innovative social networking sites (SNS) with exclusive features at that time which allowed users to post, view, comment and link to videos on the site. The purpose of this paper is to investigate the way emotional appeals are being used in YouTube advertisements to promote their products by considering various big brands of different industries in emerging market like India. The advertisement that induces consumer’s emotions can cause subconscious reactions which supersede consumer’s logical and pragmatic responses to create the unbreakable bond with a brand. Design/methodology/approach The study has taken online video advertisements which were uploaded on YouTube by different companies. The advertisements considered for the study were selected on three criteria: having more than 1,00,000 subscribers; videos having Indian advertisements; and have released at least one popular advertisement of minimum 1,00,000 views monthly in the period January 1-December 31, 2016. Random sampling method was used. Content analysis of 150 video advertisements was done to assess the influence of positive and negative emotions on consumer engagement. Multiple regression method is used taking the stepwise method. Findings The present study focused on emotional aspects of the advertisement that induce consumer engagement through SNS. The marketing strategies mainly focus on rational aspects as well as emotional aspects. The study suggests that in emerging economy like India, people heavily rely on emotions rather than logical information regarding any goods or services; hence, we considered both positive and negative emotional aspects in the study so as to measure the influence of emotional appeals on consumer engagement. Positive emotional appeals like contentment, happiness and love have the positive influence on the consumer engagement. On the other hand, negative emotional appeals are negatively related to the consumer engagement. Originality/value The present study aims at measuring ripple effect of the emotional appeals on ads and also tries to compare the impact between positive and negative emotional appeals so that it becomes easy for the marketers to determine the context in which it can be applied. For this purpose, YouTube video ads from India have been taken as the object of study from different industries.

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Albouy, Jeanne, and Jean-Marc Décaudin. "Age differences in responsiveness to shocking prosocial campaigns." Journal of Consumer Marketing 35, no. 3 (May 14, 2018): 328–39. http://dx.doi.org/10.1108/jcm-02-2016-1713.

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Purpose This paper aims to study age differences in responsiveness to shocking prosocial campaigns. It specifically investigates the differences between seniors and young adults regarding the persuasive effect of emotional charity campaigns, the intensity of negative emotions and empathy elicited, the affect-based persuasive process leading to the ad effectiveness and the role of perceived self-efficacy. Design/methodology/approach Two studies are conducted on seniors (n1 = 173; n2 = 118) and young adults (n1 = 170; n2 = 123) exposed to appeals for “Action against Hunger” incorporating various levels of emotional content. Findings The results indicate that seniors are more receptive to emotional campaigns but only for higher emotional ads and only regarding intention to donate. Young adults report lower levels of empathy, and findings do not suggest major age differences in the reported negative emotions after exposure to low or high emotional appeals. The affect-based persuasion differs; young adults are particularly influenced by negative emotions, whereas the persuasive effect on the elderly stems from an empathetic reaction. Self-efficacy moderates the effect of negative emotions only among older participants. Practical implications Social marketers are advised to use vivid and realistic stimuli to reach young people and develop these appeals in social media. For an older target audience, however, marketers are advised to use creative components and media support designed to foster personalisation and proximity. Originality/value This study provides a better understanding of age-related effects on emotional persuasion, and addresses the specificity of prosocial appeals involving responsiveness to the suffering of others.

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Casais, Beatriz, and Aline Costa Pereira. "The prevalence of emotional and rational tone in social advertising appeals." RAUSP Management Journal 56, no. 3 (May 10, 2021): 282–94. http://dx.doi.org/10.1108/rausp-08-2020-0187.

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Purpose This paper aims to analyse the prevalence of emotional and rational appeals in social advertising campaigns. There are studies about the effectiveness of these tones of appeals in social marketing, but there is no evidence about their prevalent use in social advertisements. Design/methodology/approach The authors conducted a content analysis of forty social advertisements promoting attitudes and behaviours regarding social causes. The selected ads were in video format and were extracted from the YouTube channels of Portuguese governmental and non-governmental organisations. The ads were coded according to the characteristics of each tone of appeals and classified as emotional, rational or a mix of both. Findings The authors classified 25 social ads as rational appeals, 8 as emotional and 7 as a mix of both appeals. The results of the research show that social marketers have preference for the use of rational tone in social advertising campaigns. Originality/value This study shows that there is a disruption between theory and practice in social marketing, considering the higher prevalence of rational appeals in contexts where theory recommends emotional appeals for higher effectiveness. This evidence is surprising, considering a previous study that evidenced a higher use of emotional appeals in advertising connected to social causes than in commercial advertisements. This paper focus on how practice may disrupt theory and explores possible reasons for the phenomenon.

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Lindauer, Matthew, Marcus Mayorga, Joshua Greene, Paul Slovic, Daniel Västfjäll, and Peter Singer. "Comparing the effect of rational and emotional appeals on donation behavior." Judgment and Decision Making 15, no. 3 (May 2020): 413–20. http://dx.doi.org/10.1017/s1930297500007208.

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AbstractWe present evidence from a pre-registered experiment indicating that a philosophical argument – a type of rational appeal – can persuade people to make charitable donations. The rational appeal we used follows Singer’s “shallow pond” argument (1972), while incorporating an evolutionary debunking argument (Paxton, Ungar and Greene, 2012) against favoring nearby victims over distant ones. The effectiveness of this rational appeal did not differ significantly from that of a well-tested emotional appeal involving an image of a single child in need (Small, Loewenstein and Slovic, 2007). This is a surprising result, given evidence that emotions are the primary drivers of moral action, a view that has been very influential in the work of development organizations. We found no support for our hypothesis that combining our rational and emotional appeals would have a stronger effect than either appeal in isolation. However, our finding that both kinds of appeal can increase charitable donations is cause for optimism, especially concerning the potential efficacy of well-designed rational appeals. We consider the significance of these findings for moral psychology, ethics, and the work of organizations aiming to alleviate severe poverty.

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Huang, Ming-Hui. "Exploring a New Typology of Emotional Appeals: Basic, versus Social, Emotional Advertising." Journal of Current Issues & Research in Advertising 19, no. 2 (September 1997): 23–37. http://dx.doi.org/10.1080/10641734.1997.10524435.

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Lee, Jung-Sook, and William R. Davie. "Audience Recall of AIDS PSAs Among U.S. and International College Students." Journalism & Mass Communication Quarterly 74, no. 1 (March 1997): 7–22. http://dx.doi.org/10.1177/107769909707400102.

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Results from an experimental study show that the audience recall of AIDS PSAs is related to message appeal types, cultural identity, and gender. PSA messages with strong emotional appeals are better remembered by college students than the rational appeal messages. The U.S. viewers recall more of the AIDS prevention messages than the international participants. Results also show that college women recall more AIDS PSA messages than college men in general, and emotional AIDS message appeals in particular. The pattern indicates an exact reversal of differences between two message-appeal types for each gender.

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Zhang, Ni, Stacy A. Drake, and Kele Ding. "Message Appeals on an Instagram Account Promoting Seat Belt Use That Attract Adolescents and Young Adults: Elaboration-Likelihood Perspective Study." JMIR Formative Research 4, no. 9 (September 28, 2020): e16800. http://dx.doi.org/10.2196/16800.

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Background Adolescents and young adults demonstrate the highest rate of unrestrained motor vehicle fatalities, making the promotion of seat belt restraint a priority for public health practitioners. Because social media use among adolescents and young adults has proliferated in recent years, it is critical to explore how to use this tool to promote seat belt use among this population. Social media posts can contain various types of information within each post and this information can be communicated using different modalities. Objective In this study, based on the elaboration likelihood model, we aimed to examine how adolescents and young adults reacted to different appeals in various components of posts in the pilot of a promotion intervention on the Instagram BuckleUp4Life account. Methods Using thematic analysis, we examined different appeals in 3 components (photo, text, and caption) of 199 posts in BuckleUp4Life and compared the number of likes for different appeals. Results We found that 6 appeals were used in the posts: rational, ego, social, fun, positive emotional, and fear appeals. The results of our study showed that in photos, fun appeals were the most popular. Rational and positive emotional appeals were the most appealing in text and captions. Regardless of the location of the components (photo, text, or captions), rational appeal was the most popular appeal. Conclusions Based on the findings of our study, we recommend that public health practitioners utilize fun photos with rational and positive emotional appeals in text and captions rather than fear or social appeals, when promoting seat belt use through social media, especially Instagram.

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Poškus, Mykolas Simas, Rasa Pilkauskaitė Valickienė, and Arvydas Kuzinas. "The Effects of Descriptive Imagery and Appeals on Emotions and Intentions Related to Pro-Environmental Behavior." Sustainability 11, no. 19 (September 25, 2019): 5257. http://dx.doi.org/10.3390/su11195257.

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The aim of the present study is to assess whether reinforcing imagery affects the emotional valence and effectiveness of pro-environmental public service announcements (PSAs). Two experiments that utilized PSAs constructed from a combination of text-based appeal and an image were carried out. The first experiment used the following appeals; (1) highlighting injunction, (2) highlighting injunction together with a negative descriptive norm, and (3) highlighting injunction together with a positive descriptive norm. These appeals were written on a photograph that either depicted nature scenery or the same scenery with digitally added litter. The results of the first experiment demonstrated that a congruent combination of text appeals highlighting injunction together with a positive descriptive norm and positive descriptive imagery elicits the most positive emotions when compared to other appeal and image combinations. The second experiment demonstrated that appeals with positive descriptive norms and an injunctive message coupled with a congruent descriptive image affect behavioral intention more than appeals with an injunctive only message coupled with a congruent descriptive image, thus demonstrating the additive effect of descriptive imagery and appeals presented together.

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Rahman, Mohamammad Toufiqur, and Tanjina Pial. "Influence of Rational and Emotional Appeals on Purchasing Through Online: The Case on Social Media." International Journal of Financial Research 11, no. 1 (October 10, 2019): 34. http://dx.doi.org/10.5430/ijfr.v11n1p34.

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Advertising appeals is a powerful process for companies to influence customers’ buying decisions. The primary aim of this research is to figure out that every customer has the same impact on all advertising appeal or not and what sort of promotional appeal can be more easily and efficiently applied to consumers. To get the answer, the information was gathered by organized questionnaires from 82 people randomly in various regions in Bangladesh, who frequently do online purchase through social media, between April and July 2019. The research shows that most of the customers are influenced by both emotional and rational advertising appeals. From t-test it has been observed that both males and females are influenced by the same way whether the advertising positioning is rational or emotional. It has also been observed that all categories customers are influenced more by those emotional advertisements that depict sociality and in rational positioning, all are influenced that demonstrating the product uses, benefits and features. The age group ‘less than 30 years’ and the ‘students’ are more influenced by emotional than from rational appeals.

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Rocklage, Matthew D., Derek D. Rucker, and Loran F. Nordgren. "Persuasion, Emotion, and Language: The Intent to Persuade Transforms Language via Emotionality." Psychological Science 29, no. 5 (March 15, 2018): 749–60. http://dx.doi.org/10.1177/0956797617744797.

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Persuasion is a foundational topic within psychology, in which researchers have long investigated effective versus ineffective means to change other people’s minds. Yet little is known about how individuals’ communications are shaped by the intent to persuade others. This research examined the possibility that people possess a learned association between emotion and persuasion that spontaneously shifts their language toward more emotional appeals, even when such appeals may be suboptimal. We used a novel quantitative linguistic approach in conjunction with controlled laboratory experiments and real-world data. This work revealed that the intent to persuade other people spontaneously increases the emotionality of individuals’ appeals via the words they use. Furthermore, in a preregistered experiment, the association between emotion and persuasion appeared sufficiently strong that people persisted in the use of more emotional appeals even when such appeals might backfire. Finally, direct evidence was provided for an association in memory between persuasion and emotionality.

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Zhang, Hongxia, Jin Sun, Fang Liu, and John G. Knight. "Be rational or be emotional: advertising appeals, service types and consumer responses." European Journal of Marketing 48, no. 11/12 (November 4, 2014): 2105–26. http://dx.doi.org/10.1108/ejm-10-2012-0613.

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Purpose – This research aims to examine the use of emotional and rational advertising appeal regarding service options that differ in terms of their experience and credence properties and exploring the moderating role of individual difference in affect intensity on the consumers’ varying reliance on rational vs emotional appeals. Design/methodology/approach – Study 1 is a 2 (service type: restaurant vs dentist) × 2 (advertising appeal: emotional vs rational) between-subjects design. In total, 137 undergraduate students took part in this study. Study 2 is a 2 (service type: airline vs hospital) × 2 (advertising appeal: emotional vs rational) between-subjects design. In total, 84 MBA students were randomly assigned to each of the experimental conditions. Study 3 is a 2 (service type: airline vs hospital) × 2 (advertising appeal: rational vs emotional appeal) × 2 (affect intensity: high vs low) between-subjects design. The sample size was 170 undergraduates. Findings – The results of the first two studies provided support that an emotional advertising appeal led to a higher purchase intention in the experience service condition, while a rational message generated higher purchase intention in the credence service condition. Study 3 showed the moderating role of individual difference in affect intensity. High affect intensity individuals reported higher levels of brand favorability than did their low affect intensity counterparts when exposed to ads using emotional appeal. Conversely, subjects showed no significant differences in the intensity of their emotional responses when exposed to rational appeals. Practical implications – Our results suggest a strong need to tailor ads to fit different service categories. An emotional appeal would be more effective for experience services, and a rational appeal would be more effective for credence services. Besides, individual traits may also need to be considered when matching the appeal to the service type. Originality/value – This study makes an important contribution to the limited existing research by providing a more comprehensive understanding of the relationship between advertising appeal and the type of service across different sub-categories, themes, individual trait and effectiveness measures. Specifically, the present research seeks to illuminate the relative effectiveness of emotional vs rational appeals in services advertising. In addition, the current research reveals new knowledge about the role that affect intensity plays in determining consumer responses to advertising.

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Mulani, Jamil, Snober Javed, and Sajal Kabiraj. "ADVERTISING EFFECTIVENESS OF TELEVISED MESSAGES USING APPEALS: A CASE-STUDY IN THE CHINESE CONTEXT." Jinnah Business Review 01, no. 02 (July 1, 2013): 01–10. http://dx.doi.org/10.53369/kmts8902.

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Brand managers seeking for a loyal customer base need to build an emotional connection between the brand and consumers (Brady et al., 2004) particularly in a marketplace defined by heightened competition and commoditization. To the extent that advertising plays a key role in forging these bonds, there is a growing recognition that advertisers have an incomplete understanding of what it means when an emotional component is incorporated into their persuasive communication message. The present study tries to find out the preference of Chinese consumers for an emotional or rational appeal used in Television advertisements. The findings of the study emphatically proved that emotional appeals used in Television advertisements were preferred more and had a positive impact for respondent with different demographic and psychographics profiles. This was more profound among female respondents from lower age group and among respondents having achievement as their highest priority need. However, a mixed response was found for Television advertisements dominated with emotional appeals when a cross comparison was made across demographic and psychographics profile along with product life stage. In some case emotional appeal was preferred over rational appeal while rational appeal was preferred by respondents under some specific situation proving the fact that impact of appeal is situation specific. The present study hopes to provide direction to the advertising agencies in the matter of developing an appropriate ad message. This study in the Chinese context also aims to provide a cue for a proper mix of appeals in designing effective advertising messages.

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Boudewyns, Vanessa, Monique M. Turner, and Ryan S. Paquin. "Shame-Free Guilt Appeals: Testing the Emotional and Cognitive Effects of Shame and Guilt Appeals." Psychology & Marketing 30, no. 9 (July 23, 2013): 811–25. http://dx.doi.org/10.1002/mar.20647.

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Behboudi, Mehdi, Hossein Vazifehdoust, Kobra Najafi, and Mina Najafi. "Using rational and emotional appeals in online advertisements for Muslim customers." Journal of Islamic Marketing 5, no. 1 (March 4, 2014): 97–124. http://dx.doi.org/10.1108/jima-07-2012-0039.

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Purpose – The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran. Design/methodology/approach – By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants. Findings – Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign. Research limitations/implications – The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size. Originality/value – This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.

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Muralidharan, Sidharth, Carrie La Ferle, and Lauren Howard. "The Role Played by Self-Focused Emotional Ad Appeals on Intentions to Call a Domestic Violence Helpline: Exploring Guilt, Hope, and the Independent Self-Construal in an Indian Context." Social Marketing Quarterly 26, no. 4 (November 6, 2020): 345–60. http://dx.doi.org/10.1177/1524500420971585.

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Background: Domestic violence against women is a serious health and social issue, with victims found across the world. Utilizing the collective help of bystanders has become an increasingly important step toward mitigating abuse. Advertising campaigns have shed light on the seriousness of domestic violence, however, messages promoting bystander intervention are comparatively less. Focus: The primary focus of this exploratory study is to test the ability of public service announcements (PSAs) to inspire behavior change, i.e. to call a helpline. Emotional ad appeals have the potential to motivate apathetic bystanders to intervene, however, their effectiveness can depend on one’s self-view. Using self-construal and congruity theory, the current study examined the impact of self-focused emotional appeals, namely guilt (negative) and hope (positive), on varying levels of self-construals (independent vs. interdependent). Hypotheses: Three key hypotheses were tested: Self-focused emotional appeals using guilt and hope will be more persuasive on an independent self-construal than an interdependent self-construal (H1). Individuals with a low independent self-construal will find a guilt appeal to be more persuasive than a hope appeal (H2a). Individuals with a high independent self-construal will find a hope appeal to be more persuasive than a guilt appeal (H2b). Importance to the Social Marketing Field: Domestic violence in India is an ongoing issue and PSAs have the ability to motivate behavior change. From the perspective of social marketing and strategy, this exploratory study will shed light on which pairing of self-construal and emotions (guilt or hope) in messages can bring about desired pro-social intentions. Method: A single-factor experimental design was implemented with participants ( n = 72) recruited from major metros in India. Results: Findings from a regression analysis revealed that guilt and hope were persuasive only on the independent self-construal. The next step was to explore the impact of guilt and hope within the independent self-construal (low vs. high). A simple slope test revealed that hope (vs. guilt) significantly strengthened the intentions to call the advertised helpline for those with low independent self-construal, while both hope and guilt were found to be equally effective on the high independent self-construal. Recommendations for Research and Practice: The findings add to the growing literature on domestic violence prevention messages by emphasizing the importance of emotional persuasion through cultural congruence. By taking varying levels of independent self-construal into consideration, social marketers can accordingly utilize emotional ad appeals like guilt and hope to help bystanders develop positive intentions to intervene. Limitations: Despite the significant findings, this exploratory study focused on the impact of two emotional ad appeals (guilt and hope) on a small sample of participants from a single country, India.

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Halim, Eman Wadie Abdel. "Evaluating the Effectiveness of Negative Appeals Used in Emotional Marketing in Relation to Smoking Phenomenon in Egypt." International Journal of Marketing Studies 10, no. 4 (November 27, 2018): 160. http://dx.doi.org/10.5539/ijms.v10n4p160.

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Negative emotional appeals are used frequently to change behaviours and direct them to serve the purposes of individuals or societies. Certain studies have shown that negative emotional appeals, which include guilt and fear, have the ability to change the behaviour of individuals. On the other hand, some argue for using positive emotion appeals to steer consumer behaviour instead of negative emotional appeals amidst continued debates weighing the effectiveness of warning messages that some government agencies or departments might compel producers to put on product packaging, which usually use fear or threat to positively change and alter consumer behaviour and raise their awareness of consumption risks. This article studies the effectiveness of certain warning messages that the Ministry of Health compels producers to write on cigarette packs; and reviews the effects of negative emotional appeals on a smoker’s behaviour on both the short and the long term. The study concludes that reading these warning messages only managed to affect or change the behaviour of a limited percentage of 14.7% of the total number of smokers who have actually read them. The study also uncovered a negative correlation between smoking and both education level and income level; when levels of education and/or income increase, this brings about a relative decrease in smoking and a stronger desire to quit. It was also found that the male participants showed a particular interest in smoking imported cigarettes on a daily basis while the female participants showed no such interest in smoking a certain type of cigarettes.

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Seunghee Im and 구진경. "A Cross-Cultural Comparison of Emotional Appeals in Advertising." Journal of Product Research 34, no. 2 (April 2016): 77–84. http://dx.doi.org/10.36345/kacst.2016.34.2.007.

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Dillard, James Price. "Rethinkin the Study of Fear Appeals: An Emotional Perspective." Communication Theory 4, no. 4 (November 1994): 295–323. http://dx.doi.org/10.1111/j.1468-2885.1994.tb00094.x.

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Mattila, Anna S. "Do Emotional Appeals Work for Hotels? An Exploratory Study." Journal of Hospitality & Tourism Research 25, no. 1 (February 2001): 31–45. http://dx.doi.org/10.1177/109634800102500104.

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Thainiyom, Prawit, and Katherine Elder. "Emotional Appeals in HIV Prevention Campaigns: Unintended Stigma Effects." American Journal of Health Behavior 41, no. 4 (July 1, 2017): 390–400. http://dx.doi.org/10.5993/ajhb.41.4.3.

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De Pelsmacker, Patrick, and Maggie Geuens. "Emotional Appeals and Information Cues in Belgian Magazine Advertisements." International Journal of Advertising 16, no. 2 (January 1997): 123–47. http://dx.doi.org/10.1080/02650487.1997.11104682.

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Khanna, Priyaka. "A Content Analysis of Emotional and Rational Appeals in Selected Products Advertising." IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 4, no. 3 (October 4, 2016): 568. http://dx.doi.org/10.21013/jmss.v4.n3.p7.

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<div><p><em>A content analysis of 200 television commercials was conducted in order to identify the frequency of emotional and rational appeals under important product categories. The study also investigated the most preferred appeals by rural and urban children of Punjab.480 respondents in the age group 8-14 years were selected for the study. Age and gender differences with respect to preferences in regard to appeals were also analyzed. The study indicated that all number of appeals present in food and beverages were large and the least were present in the case of toys and games. Emotional appeals like fun and happiness, jingles and slogans, humor was present in every commercial forming the base of appeals in commercials. The most typical appeals in commercials aimed at male children were action-adventure, sports, and play, whereas commercials aimed at female children emphasized nurturing, physical attractiveness, friendship, and romance. Having the best, competition, and achievement were the dominant appeals in commercials aimed at male teenagers, whereas romance, sexuality, and belonging to a group were emphasized in commercials aimed at female teenager.</em></p></div>

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Fernández-Vázquez, José-Santiago, and Roberto-Carlos Álvarez-Delgado. "The interaction between rational arguments and emotional appeals in the entrepreneurial pitch." International Journal of Entrepreneurial Behavior & Research 26, no. 3 (October 15, 2019): 503–20. http://dx.doi.org/10.1108/ijebr-06-2019-0334.

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Purpose This study is concerned with the perlocutionary force of emotional strategies in entrepreneurship discourse. The purpose of this paper is to determine to what extent, and under what circumstances, emotional appeals may be effective to convince the conversational partner in entrepreneurship discourse. Design/methodology/approach To examine the interaction between rational and emotional appeals this paper analyses a corpus formed by several examples of the “elevator pitch” genre, which have been taken from a TV programme called Tu Oportunidad (Your Chance), the Spanish counterpart of the British Dragon’s Den and the American Shark Tank. Using the information gathered in the discursive analysis of the corpus, the paper establishes a template that identifies the main rational and emotional aspects that characterize the entrepreneurial pitch. In a second stage of the research, the template is used to conduct a quantitative analysis of the persuasive influence of rational and emotional aspects. Findings The results of the qualitative and quantitative research show that there is a clear correlation between the propensity to finance entrepreneurial ventures and the presence of rational aspects in the entrepreneurial pitch. The lack of rational arguments determines the failure of the entrepreneur’s efforts to be persuasive, regardless of the emotional appeals that are introduced into the pitch. Emotional appeals prove to be useful to reinforce rational arguments but they are not sufficiently persuasive on their own. Originality/value The paper offers insight into the criteria that investors take into account in order to evaluate entrepreneurial projects, as well as on the strategies that entrepreneurs should develop to build a successful business pitch.

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Lapierre, Matthew Allen. "Emotion regulation and young children’s consumer behavior." Young Consumers 17, no. 2 (June 20, 2016): 168–82. http://dx.doi.org/10.1108/yc-11-2015-00566.

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Purpose This paper aims to explore how children’s developing ability to effectively regulate their emotions influences their consumer behavior . Design/methodology/approach Working with 80 children and one of their parents, this study used direct observations of child behavior in a task where they needed to regulate their emotions and a survey of parents about their child’s emotional development and consumer behavior. The research used quantitative methods to test whether children’s emotion regulation predicted parent reported consumer behavior (e.g. purchase requests, parent–child purchase related conflict) via multiple regression analyses. Findings After controlling for children’s age and linguistic competence, the study found that children’s ability to control positively valenced emotions predicted consumer behavior. Specifically, children who had more difficulty suppressing joy/happiness were more likely to ask their parents for consumer goods and were more likely to argue with parents about these purchases. Practical implications Content analyses of commercials targeting children have shown that many of the persuasive appeals used by advertisers are emotionally charged and often feature marketing characters that children find affectively pleasing. These findings suggest that these types of marketing appeals may overwhelm younger children which can lead to conflict with parents. Consequently, marketers and policy makers may want to re-examine the use of such tactics with younger consumers. Originality/value While the potential link between children’s emotional development and consumer behavior has been suggested in theoretical work, this is the first known study to empirically test this theorized relationship.

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Калечиц, Елена. "Обращения как способ выражения эмоций (на материале русского, белорусского и словацкого языков)." Studia Rossica Posnaniensia 44, no. 2 (September 5, 2019): 195–208. http://dx.doi.org/10.14746/strp.2019.44.2.18.

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Emotions put their imprint on all language levels and, most likely, are manifested in almost all appeals. The paper analyzes the appeals, synonymous with the word “grandmother”, which perform pragmatic and expressive functions. On this basis, we call them emotives and emotives-regulators. Some nuances of their use in Russian, Belarusian and Slovak are described. The positive national and international emotional meaning of the appeals under consideration is underlined.

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Journal articles on the topic 'Emotional appeals'

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