Contribution of Food Commercials' Informational/Emotional Appeals to Japanese Consumer Attitude and Purchase Intention

Abstract

Consumer response toward food commercial films was examined in this paper, and we quantitatively measured the contribution of informational/emotional appeals to consumers' attitudes and purchase intentions. First, we evaluated impressions of ten samples of existing natural food television commercials. Second, we designed eight original commercial films for a plant factory's products in order to examine whether purchase intention can be controlled by applying different strengths of informational/emotional appeals. The results of multiple regression analysis indicated that a feeling of safety, one of the emotional appeals, explained more than 70% of the variance of purchase intention for both natural food and plant factory commercial films. Interest, another emotional appeal, significantly contributed to favorable attitude. However, informational appeals did not significantly contribute to purchase intention or favorability. Our quantitative analysis suggests that emotional appeals in food commercials may have stronger impacts on purchase intention and favorable attitude than informational appeals.

Rational and emotional preferred appeals of television commercials for FMCG: Evidence from young adults in Ho Chi Minh city

“…The fifth dimension of long term orientation was not included in Albers' research in 1994, thus 4 out of 42 appeals by Pollay (1983) have been eliminated. Albers (1994) There has been a wide range of existing literature concerning rational versus emotional advertisings (see Boyland, Harrold, Kirkham, & Halford, 2011;Ganapatthy, 2009;Huertas & Campomar, 2009;Khanna, 2016;X. Zhang, You, Hibino, & Koyama, 2014).…”

“…Similarly, X. Zhang et al (2014) when surveying Japanese students for food ads through regression methods concluded that some emotive appeals such as interest and feeling of safety were mainly preferred. On the other hand, a Brazilian study of Huertas and Campomar (2009) on slimming drugs reinforced the effect of rational appeals as the behavioral intention was more favorable toward informational ads.…”