Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness

Grigaliūnaitė, Viktorija; Pilelienė, Lina

doi:10.1515/saeb-2016-0130

Cited by 52 publications

(27 citation statements)

References 19 publications

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“…In order to increase acceptance of innovative products, such as BFF, researchers have identified a variety of execution strategies utilized in advertising that vary from the use of information appeals, emotional appeals, and neural process evoking [ 29 , 30 ]. The studies were intended to investigate assorted feelings, such as rationale appeals [ 31 ], emotional appeals [ 32 ], and informational [ 22 ] as the most common appeals. Hence, the literature has found that the use of these adverting appeals is beneficial in influencing an individual’s attitudes towards innovative products.…”

Section: Introductionmentioning

confidence: 99%

An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction

Raza

Zaman

Ferreira

et al. 2021

IJERPH

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Owing to the emerging challenges on global food security and the decade of controversies over genetically modified food (hereafter GMF), the present study aims to explore the effects of advertisement framing on health and environmental benefits, sources of perceived risk reduction, and domain-specific knowledge on the acceptance of GMF. The study conducted a quasi-experimental factorial 2 (advertisement message framing: health vs. environmental benefits) × 2 (expert endorsement: present vs. absent) between-subject design involving 300 adult participants from Pakistan. Using a multi-group structural equation model, the four conditions were assigned to each participant group (n = 75) to test the hypothesized relationships. The quasi-experiment results suggested that the advertisement messages (ad-framed) incorporated with the health and environmental benefits, as delineated by experts, can be a viable communication strategy in developing effortless cognitive cues towards GMF acceptance. The pioneer findings validate the significant efficacy of advertisement messages (ad-framed with expert opinions) in reducing perceived risk through augmented objective knowledge that activates the mechanism of favorable development of attitude and acceptance of GMF. The study findings offer strategic directions to policymakers, marketers, and food technologists in raising greater awareness and acceptance towards GMF products.

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Section: Introductionmentioning

confidence: 99%

An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction

Raza

Zaman

Ferreira

et al. 2021

IJERPH

View full text Add to dashboard Cite

show abstract

“…It seems particularly important to look for such hidden relations in various practical areas. For example, factors affecting the perception and cognition of visual stimuli are a particular focus of marketing and neuromarketing (see [82][83][84][85][86][87]). Specifying reliable objects-attributes relations that underlie similarity perception could facilitate the design of more effective graphic marketing messages used in product packages that will stand out from their competitors or advertisements.…”

Section: Applicationsmentioning

confidence: 99%

Modeling human thinking about similarities by neuromatrices in the perspective of fuzzy logic

Grobelny

Michalski

Weber

2020

Neural Comput & Applic

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In this work, we propose a new method for modeling human reasoning about objects’ similarities. We assume that similarity depends on perceived intensities of objects’ attributes expressed by natural language expressions such as low, medium, and high. We show how to find the underlying structure of the matrix with intensities of objects’ similarities in the factor-analysis-like manner. The demonstrated approach is based on fuzzy logic and set theory principles, and it uses only maximum and minimum operators. Similarly to classic eigenvector decomposition, we aim at representing the initial linguistic ordinal-scale (LOS) matrix as a max–min product of other LOS matrix and its transpose. We call this reconstructing matrix a neuromatrix because we assume that such a process takes place at the neural level in our brain. We show and discuss on simple, illustrative examples, how the presented way of modeling grasps natural way of reasoning about similarities. The unique characteristics of our approach are treating smaller attribute intensities as less important in making decisions about similarities. This feature is consistent with how the human brain is functioning at a biological level. A neuron fires and passes information further only if input signals are strong enough. The proposal of the heuristic algorithm for finding the decomposition in practice is also introduced and applied to exemplary data from classic psychological studies on perceived similarities between colors and between nations. Finally, we perform a series of simulation experiments showing the effectiveness of the proposed heuristic.

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“…Disebutkan jika iklan dan daya tarik pendukung memengaruhi positif serta signifikan pada brand awareness. Daya tarik rasional dan emosional pada iklan bisa memengaruhi brand awareness (Grigaliunaite & Pileliene, 2016). Berdasarkan penelitian tersebut, hipotesis yang dapat dikembangkan dalam penelitian ini adalah: H1: Daya tarik iklan berpengaruh positif dan signifikan terhadap brand awareness.…”

Section: Pendahuluanunclassified

Pengaruh Daya Tarik Iklan Terhadap Brand Attitude Melalui Brand Awareness Sebagai Variabel Mediasi

Utami

Ekawati

2019

EJMUNUD

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This study explains the influence of the attractiveness of advertising on brand awareness, the influence of attractiveness of advertising and brand awareness to brand attitude, then the role of brand awareness in mediating the influence of the attractiveness of advertising to brand attitude. This research was conducted in Denpasar City involving 110 respondents. The analysis technique used is the path. The results showed that the attractiveness of advertising affected positively and significantly on brand awareness, the attractiveness of advertising and brand awareness influenced positively and significantly on brand attitude, besides that brand awareness also significantly mediated the relationship of the attractiveness of advertising on brand attitude. PT. Wings Food is recommended to innovate and develop strategies. Keywords: advertisement attractiveness, brand awareness, brand attitude

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Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness

Abstract: In prevailing competition-based market economy

Cited by 52 publications

References 19 publications

An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction

An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction

Modeling human thinking about similarities by neuromatrices in the perspective of fuzzy logic

Pengaruh Daya Tarik Iklan Terhadap Brand Attitude Melalui Brand Awareness Sebagai Variabel Mediasi

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