AN INVESTIGATION OF INFORMATIONAL VERSUS EMOTIONAL ADVERTISING APPEALS DURING LIFE TRANSITIONS

John Hadjimarcou

International Journal of Management and Marketing Research, 2012, vol. 5, issue 1, 55-65

Abstract: The traditional family life cycle model explains the consumption behavior of individuals and households during a set of temporal periods in consumers’ lives. Yet, these seemingly distinct periods in one’s life may overlook times at which considerable consumer activity takes place, whether it deals with increasing product awareness, trial, evaluation, and/or purchase. In a study of consumption behavior issues related to primary life changes or transitions, we examined emotional and informational advertising appeals using expectant mothers as our subject population. The findings suggest that expectant mothers view informational appeals more favorably than emotional appeals. Implications of the study’s results for researchers and practitioners are provided

Keywords: marketing; primary life changes; life transitions; advertising appeals; expectant parents (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 M39 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

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