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Different impacts of advertising appeals on advertising atti high and low imvolvement products
The aim of this study is to fill the existing gaps in the marketing literature, by providing a comprehensive comparison of rational versus emotional appeals based on high and low involvement products to increase advertising effectiveness. Further, this article is an attempt to test, empirically, th...
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| Format: | Article |
| Language: | English |
| Published: |
2015
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| Summary: | The aim of this study is to fill the existing gaps in the marketing literature, by providing a comprehensive comparison of rational versus emotional appeals based on high and low involvement products to increase advertising effectiveness. Further, this article is an attempt to test, empirically, the effect of different advertising appeals on advertising attitude and consumer purchase decision. Quasi-experimental design method is used in this study to investigate the impacts of different rational and emotional appeals for different product categories (high and low involvement product). Sunscreen and laptop are considered as low involvement and high involvement products, respectively. 160 undergraduate students participated in this experiment from Iranian universities (Islamic Azad Tehran University). In this experiment, participants were randomly exposed to four persuasive messages for each product. Analysis of variance (ANOVA), t-test and regression analysis were used to test the impacts of appeals for high and low involvement products. Our study shows that both advertising appeals (rational and emotional) have a positive effect on advertising attitude and purchase intention.... |
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| Physical Description: | 478 - 493 |