Appeal And Attitude
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Does Emotional Appeal Work In Advertising The Rationality Behind Using Emotional Appeal To Create Favorable Brand Attitude
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Author : Tapas K. Panda
language : en
Publisher:
Release Date : 2013
Does Emotional Appeal Work In Advertising The Rationality Behind Using Emotional Appeal To Create Favorable Brand Attitude written by Tapas K. Panda and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
The paper attempts to assimilate the current thinking on the use of emotional appeals in advertising, positioning and communication in order to build a favorable attitude towards a brand. It elucidates the areas where emotional appeals would work best, while pointing out the possible pitfalls in employing such a strategy across the board. Further, an attempt has been made to interpret the current body of knowledge on the subject and create a context for general application of emotional appeal in advertising. The paper identifies products and services for which emotional advertising appeals will be more suitable. It also elaborates the risk involved in using emotional appeals. Factors influencing effectiveness of emotional appeals are discussed in detail and guidelines are drawn for effective use of emotional appeals. The authors have suggested future direction of research in the area of use of advertising appeal and its influence on brand attitude formation.
The Influence Of Advertising Appeals On Brand Attitude
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Author : Yara Nabil El-Sabagh
language : en
Publisher:
Release Date : 2020
The Influence Of Advertising Appeals On Brand Attitude written by Yara Nabil El-Sabagh and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with categories.
This research paper seeks to study the influence of adverting appeals on brand attitude. The research question this paper seeks to answer is as follows: How can advertising appeals influence brand attitude? By using the quantitative method through an online survey, the brand attitude of three nonexistent brands was measured and a comparison was set between the emotional and the rational appeal of the advertisements. The results showed that for all three brands, the advertisements which employed an emotional appeal led to a more positive and desirable response towards brand attitude than the advertisements with a rational appeal did. Which allows the conclusion that advertisements that target the emotions of consumers create a more desirable brand attitude than advertisements that target logic and rationality. *****This research paper seeks to study the influence of adverting appeals on brand attitude. The research question this paper seeks to answer is as follows: How can advertising appeals influence brand attitude? By using the quantitative method through an online survey, the brand attitude of three nonexistent brands was measured and a comparison was set between the emotional and the rational appeal of the advertisements. The results showed that for all three brands, the advertisements which employed an emotional appeal led to a more positive and desirable response towards brand attitude than the advertisements with a rational appeal did. Which allows the conclusion that advertisements that target the emotions of consumers create a more desirable brand attitude than advertisements that target logic and rationality.
The Effect Of The Level Of Fear Appeal On Attitude Towards Advertising And Behavioural Intention
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Author : Elizabeth Nicolette De Villiers
language : en
Publisher:
Release Date : 2008
The Effect Of The Level Of Fear Appeal On Attitude Towards Advertising And Behavioural Intention written by Elizabeth Nicolette De Villiers and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Advertising categories.
Appeal And Attitude
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Author : Steven G. Smith
language : en
Publisher: Indiana University Press
Release Date : 2005-11-16
Appeal And Attitude written by Steven G. Smith and has been published by Indiana University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-11-16 with Religion categories.
In Appeal and Attitude, Steven G. Smith offers a multicultural view into issues at the heart of existentialism, hermeneutics, and the phenomenology of religion. By looking closely at the concepts of appeal, or what commands our attention, and attitude, or the quality of the attention we pay, Smith probes into the core of religious ideals to answer questions such as why faith and rationality are compelling and how religious experience becomes meaningful. Smith turns to philosophical and religious texts from Eastern and Western religious and philosophical traditions including Kant, Hegel, Heidegger, Levinas, Derrida, Confucius, and the Bhagavad-Gita. He also engages everyday objects such as stones, birds, boats, and minnows to arrive at normative definitions of supreme appeal and sovereign attitude. This book provides readers at all levels with a thoughtful and widely comparative window into idealism, community, responsibility, piety, faith, and love.
The Effects Of Two Levels Of Fear Appeal On Attitude When Consequences Are Aimed At The Listener Or His Family
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Author : Irma Matrai
language : en
Publisher:
Release Date : 1982
The Effects Of Two Levels Of Fear Appeal On Attitude When Consequences Are Aimed At The Listener Or His Family written by Irma Matrai and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1982 with Fear categories.
The Effect Of Sex Appeal On Believability Attitude Toward The Advertisement And Brand And Purchase Intention
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Author : Yahui Kang
language : en
Publisher:
Release Date : 2003
The Effect Of Sex Appeal On Believability Attitude Toward The Advertisement And Brand And Purchase Intention written by Yahui Kang and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with categories.
Persuasive Messages
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Author : Robert Cameron McMillen
language : en
Publisher:
Release Date : 1998
Persuasive Messages written by Robert Cameron McMillen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with categories.
Attraction And Attitude Similarities Effect On The Receivers Of A Persuasive Appeal
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Author : Scott A. Feldman
language : en
Publisher:
Release Date : 1989
Attraction And Attitude Similarities Effect On The Receivers Of A Persuasive Appeal written by Scott A. Feldman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1989 with Attitude (Psychology) categories.
An Experimental Investigation Of The Effects Of Fear Appeal And Perceived Imminence On Attitude And Behavioral Intention
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Author : Maureen A. Yandle
language : en
Publisher:
Release Date : 1977
An Experimental Investigation Of The Effects Of Fear Appeal And Perceived Imminence On Attitude And Behavioral Intention written by Maureen A. Yandle and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1977 with Attitude (Psychology) categories.
Primary Message Appeal Attitude And Diet
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Author : Nathan Sadorus
language : en
Publisher:
Release Date : 2017
Primary Message Appeal Attitude And Diet written by Nathan Sadorus and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Communication categories.
This study examined two different appeals (rational vs. emotional) in the format of two short documentary clips aimed at influencing viewers to adopt a plant-based diet. Participants (N = 127) viewed one of two 2-minute documentary clips that explain the health benefits of adopting a plant-based diet from either a rational appeal based on scientific facts delivered by credible sources or from an emotional appeal of a personal testimonial where the speaker is overcome with emotion about the personal benefits experienced from her adoption of a plant-based diet. Participants viewed each clip and then rated the clip on perceived argument strength and attitude toward the message measures. The manipulation check of each appeal showed that each appeal was statistically significant. Therefore, the manipulation used in this study was effective. Findings indicate that neither message produced significant attitude favorability or perceived argument strength differences. An additional measure, Need for Cognition (NFC), was included to discover if people categorized as high NFC (N = 45) and low NFC (N = 33) favor one appeal over the other. While the findings did indicate slight preferences, neither one was statistically significant. Theoretical and practical implications including a section on limitations and ideas for future research are included at the conclusion of the discussion section of this thesis.