Emotional or rational? : the determination of the influence of advertising appeal on advertising effectiveness

Collection:
Mokslo publikacijos / Scientific publications
Document Type:
Straipsnis / Article
Language:
Anglų kalba / English
Title:
Emotional or rational?: the determination of the influence of advertising appeal on advertising effectiveness
In the Journal:
Scientific annals of economics and business. 2016, vol. 63, no. 3, p. 391-414
Summary / Abstract:

ENIn 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. [From the publication]

DOI:
10.1515/saeb-2016-0130
ISSN:
2501-3165
Permalink:
https://www.lituanistika.lt/content/67922
Updated:
2022-01-02 12:59:43
Metrics:
Views: 18    Downloads: 1
Export: