Eventi del

9 2012 12:45 - 14:00
Via Roentgen, 4th floor, room E4.SR03

Ad Message Appeal Effect on Consumer Response: A Quantitative and Qualitative Analysis of Research Findings

Jacob Hornik (Tel-Aviv University)

Abstract

Although consumers’ responses to specific ad appeals have been often mentioned in consumer research, the comparative effectiveness of major appeals has not been sufficiently investigated. As a result, the degree and important differences among the major appeals have not been examined. This article uses framing theory to distinguish appeals, including rational versus emotional appeals. We identify the moderating variables that lead to a better understanding of each appeal. On the basis of a large and unique data set collected from qualitative and quantitative meta-analyses, we show the relative impact of each appeal, as well as the major differences among them. In addition, this article makes a significant contribution to consumer research methodologies by introducing data-collection methods that have rarely been used in consumer research. Our results show that when the overall effect size is small to moderate, there are important differences among appeals. In addition, several variables have significant moderating effects on the size of appeal effects .