The Model of Emotional Appeals Application for the Advertising of Personal Goods

Zikienė Kristina () and Kazarjan Aistė ()
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Zikienė Kristina: PhD, associate professor at the Department of Marketing, Faculty of Economics and Management, Vytautas Magnus University, Lithuania.; S. Daukanto str. 28, LT-44248, Kaunas, Lithuania. Phone: +370 37 327856.
Kazarjan Aistė: Master of Advertising Management, Faculty of Economics and Management, Vytautas Magnus University, Lithuania.; S. Daukanto str. 28, LT-44248, Kaunas, Lithuania. Phone: +370 37 327856.

Management of Organizations: Systematic Research, 2021, vol. 86, issue 1, 105-123

Abstract: The aim of the article is to create a practically applicable model of the use of emotional appeals for the advertising of personal goods. The theoretical part of the article reviews the use of emotional appeals in advertising and their classification, presents the categories of personal goods. During the expert interview, it was determined which emotional appeals were most appropriate for the advertising of personal goods. Based on the results of the content analysis and questionnaire survey, the main emotional appeals that encourage consumers to purchase the advertised product have been identified; the strength of the emotions caused by the advertisement must be determined and the main elements of the advertisement that form the emotional appeal must be named. Based on the results of the research, a model of the use of emotional appeals for the advertising of personal goods was developed, distinguishing the recommended emotional appeals, emotional strength and advertising elements.

Keywords: advertising appeal; emotional advertising appeal; personal goods (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:86:y:2021:i:1:p:105-123:n:5

DOI: 10.1515/mosr-2021-0016

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