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

Grigaliunaite Viktorija () and Pileliene Lina ()
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Grigaliunaite Viktorija: Faculty of Economics and Management, Vytautas Magnus University, Lithuania
Pileliene Lina: Faculty of Economics and Management, Vytautas Magnus University, Lithuania

Scientific Annals of Economics and Business, 2016, vol. 63, issue 3, 391-414

Abstract: 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.

Keywords: advertising appeal; eye-tracking; advertising effectiveness; structural equation modeling (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:aicuec:v:63:y:2016:i:3:p:391-414:n:8

DOI: 10.1515/saeb-2016-0130

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