In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different advertising appeals on advertising effectiveness. As a research result, the model of the influence of advertising appeal on advertising effectiveness is elaborated. Accordingly, this research fills the gap in scientific literature by determining the influences of emotional and rational appeals on print / outdoor advertising effectiveness in the context of convenience product category. Moreover, by answering the research question, the contribution to the field emerges in integrating both marketing theory and neuroscience in order to analyze and evaluate consumer behavior.
If the inline PDF is not rendering correctly, you can download the PDF file here.
Albers-Miller N. D. and Stafford M. R. 1999. An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing 16(1) 42-57. doi: 10.1108/07363769910250769
Armstrong J. S. 2010. Persuasive Advertising. Evidence-based Principles: Palgrave Macmillan.
Belch G. E. and Belch M. A. 2004. Advertising and Promotion. An Integrated Marketing Communications Perspective (6th ed. ed.). Boston: McGraw-Hill.
Berman M. and Blakeman R. 2009. The Brains Behind Great Ad Campaigns: Creative Collaboration between Copywriters and Art Directors. Maryland USA: Rowman & Littlefield Publishers.
Blakeman R. 2015. Integrated marketing communication: creative strategy from idea to implementation. Lanham Maryland: Rowman & Littlefield.
Bülbül C. and Menon G. 2010. The Power of Emotional Appeals in Advertising. Journal of Advertising Research 50(2) 169-180. doi: 10.2501/S0021849910091336
Cavanaugh L. and Fredrickson B. 2010. Positive Emotions Are Like a Box of Chocolates: Without Identifying the Different Flavors You Never Know What Behavior You're Going to Get. Advances in Consumer Research. Association for Consumer Research (U. S.) 37 24-27.
Chang W. Y. and Chang I. Y. 2014. The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry. Sustainability 6(12) 9205-9217. doi: 10.3390/su6129205
Davies M. 1993. Developing Combinations of Message Appeals for Campaign Management. European Journal of Marketing 27(1) 45-63. doi: 10.1108/03090569310024558
Dong-Jenn Y. Chen-Yin L. Hsiung-Peng H. and Shu-Wan Y. 2010. A Fit Perspective: A Critical Factor to Communication Marketing. 3(2) 416-437.
Du Plessis E. 2008. The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising. London: Kogan Page.
Dubé L. Chattopadhyay A. and Letarte A. 1996. Should Advertising Appeals Match the Basis of Consumers' Attitudes? Journal of Advertising Research 36(6) 82-89.
Friese M. Wanke M. and Plessner H. 2006. Implicit Consumer Preferences and Their Influence on Product Choice. Psychology and Marketing 23(9) 727-740. doi: 10.1002/mar.20126
Greenwald A. G. Banaji M. R. Rudman L. A. Farnham S. D. Nosek B. A. and Mellott D. S. 2002. A Unified Theory of Implicit Attitudes Stereotypes Self-Esteem and Self-Concept. Psychological Review 109(1) 3-25. doi: 10.1037/0033-295X.109.1.3
Greenwald A. G. Nosek B. A. and Banaji M. R. 2003. Understanding and Using the Implicit Association Test: I. An Improved Scoring Algorithm. Journal of Personality and Social Psychology 85(2) 197-216. doi: 10.1037/0022-3518.104.22.168
Hair J. F. Sarstedt M. Ringle C. M. and Mena J. A. 2012. An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science 40(3) 414-433. doi: 10.1007/s11747-011-0261-6
Heath R. G. Nairn A. C. and Bottomley P. A. 2009. How Effective is Creativity? Journal of Advertising Research 49(4) 450-463. doi: 10.2501/S0021849909091077
Keshari P. and Jain S. 2014. Consumer Response to Advertising Appeals: A Gender Based Study. Journal of Marketing Communications 9(3) 37-43.
Kim J. S. and Franklin C. 2015. Understanding Emotional Change in Solution-Focused Brief Therapy: Facilitating Positive Emotions. Best Practices in Mental Health 11(1) 25-41.
Lantos G. F. 2015. Consumer Behavior in Action - Real-life Applications for Marketing Managers: Routledge.
Maison D. Greenwald A. G. and Bruin R. 2001. The Implicit Association Test as a measure of implicit consumer attitudes. Polish Psychological Bulletin 32(1) 1-9. doi: 10.1066/S10012010002
Manyiwa S. and Brennan R. 2012. Fear appeals in anti-smoking advertising: How important is self-efficacy? 28(11-12) 1419-1437. doi: 10.1080/0267257X.2012.715092
Martín-Santana J. D. and Beerli-Palacio A. 2013. Development of an Advertising Impact Index to Test Advertisements in Magazines. Journal of Current Issues and Research in Advertising 34(1) 107-124. doi: 10.1080/10641734.2013.754717
Meghanathan R. N. van Leeuwen C. and Nikolaev A. R. 2015. Fixation duration surpasses pupil size as a measure of memory load in free viewing. Frontiers in Human Neuroscience 8(1063) 1-9. doi: 10.3389/fnhum.2014.01063
Moore D. J. and Hoenig S. 1989. Negative Emotions as Mediators of Attitudes In Advertising Appeals. Advances in Consumer Research. Association for Consumer Research (U. S.) 16(1) 581-586.
Muda M. Musa L. Mohamed R. N. and Borhan H. 2014. Celebrity Entrepreneur Endorsement and Advertising Effectiveness. Procedia: Social and Behavioral Sciences 130 11-20. doi: 10.1016/j.sbspro.2014.04.002
Panda T. K. Panda T. K. and Mishra K. 2013. Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude. 10(2) 7-23.
Petter S. Straub D. and Rai A. 2007. Specifying Formative Constructs in Information Systems Research. Management Information Systems Quarterly 31(4) 623-656.
Pieters R. Warlop L. and Wedel M. 2002. Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory. Management Science 48(6) 765-781. doi: 10.1287/mnsc.48.6.765.192
Ringle C. M. Wende S. and Becker J.-M. 2015. SmartPLS 3. Boenningstedt: SmartPLS GmbH.
Rizwan M. Pirzada S. Sohail A. Nadeem M. and Murid W. 2013. The Role of Advertising Appeals Role of Celebrity & Expert in T.V Advertising Attitude: IOSR Journal of Business and Management.
Sadeghi M. Fakharyan M. Dadkhah R. Khodadadian M. R. Vosta S. N. and Jafari M. 2015. Investigating the Effect of Rational and Emotional Advertising Appeals of Hamrahe Aval Mobile Operator on Attitude towards Advertising and Brand Attitude (Case Study: Student Users of Mobile in the Area of Tehran). 5(4) 233-244. doi: 10.18488/journal.1/2015.5.4/22.214.171.124
Taute H. A. McQuitty S. and Sautter E. P. 2011. Emotional Information Management and Responses to Emotional Appeals. Journal of Advertising 40(3) 31-44. doi: 10.2753/JOA0091-3367400303
Tolley B. S. and Bogart L. 1994. How readers process newspaper advertising. In E. M. Clark T. C. Brock and D. W. Stewart (Eds.) Attention Attitude and Affect in Response to Advertising (pp. 69-77). New Jersey: Lawrence Erlbaum Associates Inc.