The Model of Emotional Appeals Application for the Advertising of Personal Goods

Zikienė, Kristina; Kazarjan, Aistė

doi:10.1515/mosr-2021-0016

Abstract

The aim of the article is to create a practically applicable model of the use of emotional appeals for the advertising of personal goods. The theoretical part of the article reviews the use of emotional appeals in advertising and their classification, presents the categories of personal goods. During the expert interview, it was determined which emotional appeals were most appropriate for the advertising of personal goods. Based on the results of the content analysis and questionnaire survey, the main emotional appeals that encourage consumers to purchase the advertised product have been identified; the strength of the emotions caused by the advertisement must be determined and the main elements of the advertisement that form the emotional appeal must be named. Based on the results of the research, a model of the use of emotional appeals for the advertising of personal goods was developed, distinguishing the recommended emotional appeals, emotional strength and advertising elements.

References

1. Ambekar, A. (2009). Different Types of Advertising Appeals. Internet access: https://www.slideshare.net/yogeshmalhotra2/different-types-of-advertising-appeals
Search in Google Scholar Back to article
2. Berkman, H. W., Gilson, C. C. (1987). Advertising, Concepts and Strategies. – New York: Random House.
Search in Google Scholar Back to article
3. Brennan, L., Binney, W. (2010). Fear, Guilt and Shame Appeals in Social Marketing // Journal of Business Research, Vol. 63(2), pp. 140–146.
Search in Google Scholar Back to article
4. Čereška, B. (2004). Reklama: teorija ir praktika. – Vilnius: Homo Liber.
Search in Google Scholar Back to article
5. Chang, H. J. J., O’Boyle, M., Anderson, R. C., Suttikun, C. (2016). An fMRI Study of Advertising Appeals and their Relationship to Product Attractiveness and Buying Intentions // Journal of Consumer Behaviour. doi: 10.1002/cb.159110.1002/cb.1591
Search in Google Scholar Back to article
6. Dye, Ch. (2019). The Classification of Products in Marketing. Internet access: https://yourbusiness.azcentral.com/classification-products-marketing-16806.html
Search in Google Scholar Back to article
7. Fripp, G. (2016). Consumer Products Classification System. The marketing study guide. Internet access: https://www.marketingstudyguide.com/consumer-products-classification-system/
Search in Google Scholar Back to article
8. Hallward, J. (2005). Emotions are the Equivalent of First Impressions. Moods, Minds and Motivations. Measuring Emotions for Advertising Results // Ipsos Ideas, Vol. 4, pp. 3–5.
Search in Google Scholar Back to article
9. Kalu, S. E., Enyia, Ch. D. (2017). Advertising Appeal and Purchase Intention of Beer Consumers in Port Harcourt // EPRA International Journal of Research and Development, Vol. 2(8).
Search in Google Scholar Back to article
10. Keshari, P., Jain, S. (2014). Consumer Response to Advertising Appeals: A Gender Based Study // Journal of Marketing Communications, Vol. 9(3), pp. 37–43.
Search in Google Scholar Back to article
11. Kim, J. S., Franklin, C. (2015). Understanding Emotional Change in Solution-Focused Brief Therapy: Facilitating Positive Emotions // Best Practices in Mental Health, Vol. 11(1), pp. 25–41.
Search in Google Scholar Back to article
12. Laros, F., Steemkamp, J. B. (2003). Emotions in Consumer Behaviour: A Hierarchical Approach // Journal of Business Research, Vol. 58(10), pp. 1437–1445. doi: 10.1016/j.jbusres.2003.09.01310.1016/j.jbusres.2003.09.013
Search in Google Scholar Back to article
13. Legatzke, S. (2017). Classification of Products and Services. Internet access: https://content.personalfinancelab.com/finance-knowledge/marketing/classification-of-products-and-services/
Search in Google Scholar Back to article
14. Lietuvos statistikos departamentas (2016). Vidutinės vartojimo išlaidos, tenkančios vienam namų ūkio nariui per mėnesį. Prieiga per internetą: https://osp.stat.gov.lt/statistiniu-rodikliu-analize?indicator=S3R587
Search in Google Scholar Back to article
15. Lukic, D. (2009). Emotional Appeals in Social Marketing – a Comparative Analysis of Positive and Negative Appeals in Two Types of Social Marketing Campaigns. – Arhus: Aarhus School of Business. Internet access: https://mafiadoc.com/emotional-appeals-in-social-marketing-pure_59f218af1723dd73f014c8bc.htm.
Search in Google Scholar Back to article
16. Mack, S. (2019). The Classification of Products in Marketing. Internet access: https://smallbusiness.chron.com/classification-products-marketing-65394.html
Search in Google Scholar Back to article
17. Mai, S. W., Schoeller, G. (2009). Emotions, Attitudes and Memorability Associated with TV Commercials // Journal of Targeting, Measurement and Analysis for Marketing, Vol. 1(17), pp. 55–63. Internet access: https://link.springer.com/article/10.1057%2Fjt.2009.1
Search in Google Scholar Back to article
18. Manideep, S., Yedukondalu, D., Lakshmi Ramya, M., Koti Reddy, M. S. (2020). Consumer’s Perception on Advertising Appeals in Digital Media: A Case of Indian Wellness Firms // International Journal of Management, Technology and Engineering, Vol. 9(5), pp. 5543–5551.
Search in Google Scholar Back to article
19. Marcinkevičienė, R. (2008). Žanro ribos ir paribiai. Spaudos patirtys. – Vilnius: Versus aureus.
Search in Google Scholar Back to article
20. Mitra, G., Ray, A. (2014). The Impacts of Materialistic Value and Advertisements of Different Product Category on the Advertised Appeals Effectiveness among Consumers in Kolkata // Asian Journal of Management Sciences, Vol. 2(5), pp. 5–9.
Search in Google Scholar Back to article
21. Nwankwo, B., Aboh, J., Obi, T., Agu, S., Sydney-Agbor, N. (2013). Influence of Advertising Appeals and Personality on Telecoms Consumption Preferences in Nigeria // International Journal of Academic Research in Business and social Sciences, Vol. 3, No. 9, pp. 229–237. doi: 10.6007/IJARBSS/v3-i9/20510.6007/IJARBSS/v3-i9/205
Search in Google Scholar Back to article
22. Panda, T. K., Mishra, K. (2013). Does Emotional Appeal Work in Advertising? The Rationality behind Using Emotional Appeal to Create Favorable Brand Attitude // Journal of Brand Management, Vol. 10(2), pp. 7–23.
Search in Google Scholar Back to article
23. Percy, L. (2011). The Role of Emotion in Processing Low Involvement Advertising // European Advances in Consumer Research, Vol. 5, pp. 293–296. Internet access: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=11231
Search in Google Scholar Back to article
24. Pranulis, V., Pajuodis, A., Urbonavičius, S., Virvilaitė, R. (2000). Marketingas. – Vilnius: The Baltic Press.
Search in Google Scholar Back to article
25. Sameer, I. (2018). Study on Sex Appeal in Advertising: Does it Affect Consumer Purchase Decisions? – Maldives: Islamic University of Maldives.
Search in Google Scholar Back to article
26. Schiffman, L. G., Kanuk, L. L. (2007). Consumer Behavior (9thed.). – Upper Saddle River, NJ: Prentice Hall.
Search in Google Scholar Back to article
27. Solomon, M., Cornell, L. D., Nizan, A. (2011). Launch! Advertising and Promotion in Real Time. – New York: Flat World Knowledge.
Search in Google Scholar Back to article
28. Stankaitis, R. (2018). Rinkodaros pagrindai. Metodinė priemonė. – Vilnius: Lietuvos edukologijos universiteto leidykla.
Search in Google Scholar Back to article
29. Taute, H. A., McQuitty, S., Sautter, E. P. (2011). Emotional Information Management and Responses to Emotional Appeals // Journal of Advertising, Vol. 40(3), pp. 31–43.
Search in Google Scholar Back to article
30. Tedeschi, M., Luceri, B., Latusi, S., Vergura, D. T., Zerbini, C. (2017). Consumer Responses to Explicit Sexual Stimuli in Advertising: Artistic vs Provocative Style // International Business Research, Vol. 11(1), pp. 102–114. doi: 10.5539/ibr.v11n1p10210.5539/ibr.v11n1p102
Search in Google Scholar Back to article
31. Thota, S. C., Biswas, A. (2009). I Want to Buy the Advertised Product Only!: An Examination of the effects of Additional Product Offers on Consumer Irritation in Cross-Promotion Context // International Journal of Advertising, Vol. 31(4), 123–136. doi: 10.2753/JOA0091-336738010810.2753/JOA0091-3367380108
Search in Google Scholar Back to article
32. Verma, S. (2009). Do All Advertising Appeals Influence Consumer Purchase Decision: An Exploratory Study // Global Business Review, Vol. 10(1), pp. 33–43.
Search in Google Scholar Back to article
33. Winzar, H. F. (1992). Product Classifications and Marketing Strategy // Journal of Marketing Management, Vol. 8, pp. 259–268.
Search in Google Scholar Back to article
34. Zheng, M. X. (2020). When and Why Negative Emotional Appeals Work in Advertising: A Review of Research // Open Journal of Social Sciences, Vol. 8, pp. 7–16. doi:10.4236/jss.2020.8300210.4236/jss.2020.83002
Search in Google Scholar Back to article

The Model of Emotional Appeals Application for the Advertising of Personal Goods

Abstract

Paradigm

My account