Message appeal and presentation order of public service advertisement: an experimental study of egg enriched with omega-3 promotion

Abstract

Functional food is known in Indonesia since early 2000s in line with the change in health lifestyle. High market growth does not occur on all functional foods. Some manufacturers have strengthened promotion by including third party reviews on leaflets in the product packaging to gain a better market response. Third Party Organization (TPO) endorsers issues are arising since TPO endorsers in rational appeal ads did not perform well compare to typical endorsers in emotional appeal ads in order to influence consumers. The purpose of this study was to examine emotional and rational appeals ads effect to perceived persuasion and presentation order identity of third party organization endorser and message content in advertising on perceived persuasion. Experimental laboratory was conducted with factorial design 2×2 ads type (rational vs emotional) and presentation order of identification source and message (recency vs primacy). Undergraduate students enrolled in the Faculty of Animal Science, Gadjah Mada University, were used as subjects. Random assignment was used to put subjects to the experimental group in order to reduce bias from subject variance. The result has shown that rational and emotional appeals had no significant effect in perceived persuasion where the perceived persuasion average of rational ads effect was 5.6453 compared to 5.6247 on emotional ads effect. Furthermore, in rational appeal advertisement the recency presentation order affect higher perceived persuasion (p<0.01) with 6.0000 than primacy presentation order which was 5.2907. However, in emotional type public service, presentation order has no effect to the perceived persuasion which was 5.5275 in recency presentation order compare to 5.6822 in primacy presentation order.