The effect of emotional appeals versus rational appeals in advertisements of a high-involvement product on consumers’ purchase intention and brand attitude.
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2024-06-21
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en
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This study aims to examine the differential effects of emotional versus rational persuasive appeals in advertisements on consumers’ purchase intentions and brand attitudes. Furthermore, variances in the effects of persuasive appeals on purchase intention and brand attitude between male and female consumers are examined. The research is conducted in the form of an experimental survey utilizing a between-subject design, ensuring that each participant is exposed to either emotional or rational appeals in advertisements. The findings revealed no significant effect of the type of persuasive appeal in advertisements on brand attitude and purchase intention for both genders. In addition, no significant interaction effect was observed between the type of persuasive appeal and gender on either brand attitude or purchase intention. Consequently, we conclude that the type of persuasive appeal in advertisements for high-involvement products, such as shoes, does not influence brand attitude or purchase intention for both genders. This research provides valuable insights for marketers in the development of persuasive advertisements and marketing campaigns that align with the advertised product and target demographic.
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Faculteit der Letteren