Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness
Open accessAbstract
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.
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Each is checked against this paper’s own text: does it say what the citing paper says it does?
Informational appeals attract more attention from customers compared to transformational appeals.
“Grigaliunaite and Pileliene (2016), who found that informational appeals attract more attention from customers compared to transformational appeals.”
From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as Grigaliunaite and Pileliene (2016)
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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
“This is in line with Grigaliunaite and Pileliene (2016), who found that informational appeals attract more attention from customers compared to transformational appeals.”
ResultRevisiting the theory of business-to-business advertising
Mora Cortez, R., Gilliland, D. I., & Johnston, W. J. (2020) · Industrial Marketing Management · doi:10.1016/j.indmarman.2019.03.012 · Cited by 56 · see citing works
- Authors
- Grigaliunaite, V., & Pileliene, L.
- Venue
- Scientific Annals of Economics and Business
- Published
- 2016-11-01
- Volume
- 63
- Issue
- 3
- Pages
- 391-414
- ISSN
- 0379-7864 (ISSN-L)
- 2501-3165
- OpenAlex
- W2566522363
- Cited by
- 78
- References
- 0
- Citations by year
- 2026: 7 · 2025: 6 · 2024: 9 · 2023: 8 · 2022: 15 · 2021: 14 · 2020: 9 · 2019: 7 · 2018: 2
- FWCI
- 6.24
- Type
- journal article
- Language
- en
- Open access
- diamond
- doi.org
- Licence
- Locations
- Scientific Annals of Economics and Business (publishedVersion, cc-by-nc-nd)
- RePEc: Research Papers in Economics (submittedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Vytautas Magnus University (submittedVersion, cc-by-nc-nd)
- 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 Market Behavior and Pricing
- Keywords
- advertising appeals, advertising effectiveness, emotional appeal, rational appeals, neuromarketing, print advertising, outdoor advertising, convenience goods, consumer behavior
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