Different Impacts of Advertising Appeals on Advertising Attitude for High and Low Involvement Products
Abstract
The aim of this study is to fill the existing gaps in the marketing literature, by providing a comprehensive comparison of rational versus emotional appeals based on high and low involvement products to increase advertising effectiveness. Further, this article is an attempt to test, empirically, the effect of different advertising appeals on advertising attitude and consumer purchase decision. Quasi-experimental design method is used in this study to investigate the impacts of different rational and emotional appeals for different product categories (high and low involvement product). Sunscreen and laptop are considered as low involvement and high involvement products, respectively. 160 undergraduate students participated in this experiment from Iranian universities (Islamic Azad Tehran University). In this experiment, participants were randomly exposed to four persuasive messages for each product. Analysis of variance (ANOVA), t-test and regression analysis were used to test the impacts of appeals for high and low involvement products. Our study shows that both advertising appeals (rational and emotional) have a positive effect on advertising attitude and purchase intention. Whereas for low involvement products emotional appeals have a more significant effect on advertising attitude, for high involvement products rational appeals are more influential. This research not only concentrates on the impacts of different emotional and rational appeals, but also provides beneficial…
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Both informational and transformational appeals positively affect advertising attitude, purchase intentions, and consumer experience.
“Both appeals positively affect advertising attitude, purchase intentions, and consumer experience (Akbari 2015;Naylor et al. 2008)”
From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as Akbari 2015
Cites
The Elaboration Likelihood Model of Persuasion
Petty, R. E., & Cacioppo, J. T. (1986) · Advances in Experimental Social Psychology · doi:10.1016/s0065-2601(08)60214-2 · Cited by 8,822 · see citing works
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Gross, J., & von Wangenheim, F. (2022) · Journal of Interactive Advertising · doi:10.1080/15252019.2022.2123724 · Cited by 88 · see citing works
“Both appeals positively affect advertising attitude, purchase intentions, and consumer experience (Akbari 2015; Naylor et al. 2008), yet they are employed to accomplish different advertising goals.”
BackgroundResult
- Authors
- Akbari, M.
- Affiliations
- Islamic Azad University, Tehran (IR)
- Corresponding author
- Akbari, Mahsa
- ORCID
- Akbari, Mahsa
- Venue
- Global Business Review
- Publisher
- SAGE Publications
- Published
- 2015-06
- Volume
- 16
- Issue
- 3
- Pages
- 478-493
- ISSN
- 0972-1509 (ISSN-L)
- 0973-0664
- OpenAlex
- W2267282413
- Cited by
- 105
- References
- 1
- Citations by year
- 2026: 7 · 2025: 18 · 2024: 11 · 2023: 14 · 2022: 14 · 2021: 15 · 2020: 6 · 2019: 9 · 2018: 5 · 2017: 5 · 2016: 1
- FWCI
- 9.07
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Global Business Review (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- advertising appeals, rational appeals, emotional appeal, consumer attitudes toward advertising, purchase intention, high-involvement products, low-involvement products, persuasive messages, purchase decision
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