Examining the effectiveness of combined versus single persuasion strategies in visual advertising.
Keywords
Loading...
Authors
Issue Date
2024-06-21
Language
en
Document type
Journal Title
Journal ISSN
Volume Title
Publisher
Title
ISSN
Volume
Issue
Startpage
Endpage
DOI
Abstract
Marketing is crucial in shaping consumer behavior and influencing purchasing decisions. With the rise of online marketing, understanding the effectiveness of persuasion strategies in advertisements has become vital. This research investigates the effectiveness of emotional and rational appeals, measured by brand attitude and purchase intention, in visual advertising for high-involvement products, specifically sneakers. A gap exists in research on ads that combine different appeals. This study used an experimental survey with a between-subject design, exposing participants to ads with emotional, rational, or both appeals. The final sample of 162 participants showed no significant differences in brand attitude and purchase intention between the different advertising appeals. This suggests that for high-involvement products, the effectiveness of emotional, rational, and combined appeals in ads is similar, contrasting with previous research that indicated the type of appeal influences consumer behavior.
Description
Citation
Supervisor
Faculty
Faculteit der Letteren