Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness
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 synthes...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura Universităţii „Alexandru Ioan Cuza” din Iaşi / Alexandru Ioan Cuza University of Iasi Publishing house
2016-11-01
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| Series: | Scientific Annals of Economics and Business |
| Subjects: | |
| Online Access: | https://saeb.feaa.uaic.ro/index.php/saeb/article/view/1030 |
| _version_ | 1827344773623578624 |
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| author | Grigaliunaite Viktorija Pileliene Lina |
| author_facet | Grigaliunaite Viktorija Pileliene Lina |
| author_sort | Grigaliunaite Viktorija |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-07T22:53:18Z |
| format | Article |
| id | doaj.art-6903599dcedf4fc796bd8e0ae905c824 |
| institution | Directory Open Access Journal |
| issn | 2501-3165 |
| language | English |
| last_indexed | 2024-03-07T22:53:18Z |
| publishDate | 2016-11-01 |
| publisher | Editura Universităţii „Alexandru Ioan Cuza” din Iaşi / Alexandru Ioan Cuza University of Iasi Publishing house |
| record_format | Article |
| series | Scientific Annals of Economics and Business |
| spelling | doaj.art-6903599dcedf4fc796bd8e0ae905c8242024-02-23T07:56:28ZengEditura Universităţii „Alexandru Ioan Cuza” din Iaşi / Alexandru Ioan Cuza University of Iasi Publishing houseScientific Annals of Economics and Business2501-31652016-11-01633391414saeb-2016-0130Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising EffectivenessGrigaliunaite Viktorija0Pileliene Lina1Faculty of Economics and Management, Vytautas Magnus University, LithuaniaFaculty of Economics and Management, Vytautas Magnus University, LithuaniaIn 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.https://saeb.feaa.uaic.ro/index.php/saeb/article/view/1030advertising appealeye-trackingadvertising effectivenessstructural equation modelingm310m390 |
| spellingShingle | Grigaliunaite Viktorija Pileliene Lina Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness Scientific Annals of Economics and Business advertising appeal eye-tracking advertising effectiveness structural equation modeling m310 m390 |
| title | Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness |
| title_full | Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness |
| title_fullStr | Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness |
| title_full_unstemmed | Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness |
| title_short | Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness |
| title_sort | emotional or rational the determination of the influence of advertising appeal on advertising effectiveness |
| topic | advertising appeal eye-tracking advertising effectiveness structural equation modeling m310 m390 |
| url | https://saeb.feaa.uaic.ro/index.php/saeb/article/view/1030 |
| work_keys_str_mv | AT grigaliunaiteviktorija emotionalorrationalthedeterminationoftheinfluenceofadvertisingappealonadvertisingeffectiveness AT pilelienelina emotionalorrationalthedeterminationoftheinfluenceofadvertisingappealonadvertisingeffectiveness |