Persuasion Strategies in Visual Advertisements and Their Influence on Advertisement Attitude: A Comparison Between Males and Females.
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2024-07-19
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en
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This study tries to bridge the research gap on the influence of advertising appeal on advertisement attitude by investigating whether rational or emotional appeal has a greater effect on advertisement attitude and whether there are gender differences in the effectiveness of the persuasion strategies. A 2 (rational vs emotional appeal) x 2 (males vs females) between-subjects design is used in this study. 106 individuals participated in this experiment. A two-way analysis of variance was conducted to see whether persuasion strategy and gender had an effect on advertisement attitude and whether there was an interaction between the two factors. Results showed that neither rational nor emotional appeals were more effective in eliciting a positive advertisement attitude among participants. Furthermore, findings showed a significant main effect of gender on advertisement attitude.
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