Emotional Ads Research Articles

Exploring Emotional Triggers in Advertising: A Study of Consumer Buying Behavior in Kathmandu Valley

This study aims to analyze the impact of emotional advertising on consumer buying behavior in Kathmandu Valley. An explanatory research approach is used for the study, employing convenience sampling under the non-probability sampling technique. To gather information from 412 respondents, structured questions and the KOBO toolbox are used. For data analysis, both descriptive and inferential analyses are employed. Findings reveal that emotions such as happiness, excitement, and humor are powerful tools in advertising. They help build trust, shape consumer perceptions, and influence buying behavior. However, challenges such as the gap between promises and delivery and the lack of creativity can hinder the effectiveness of emotional ads. To overcome these challenges, realistic advertisements that showcase the product accurately and creative approaches should be utilized to create a stronger impact on consumers' purchasing decisions.

The semiotics of emojis in advertising: An integrated quantitative and qualitative examination of emotional versus functional ad dynamics

AbstractIn today's marketplace, consumers encounter a multitude of advertisements incorporating emojis. This research undertook two complementary studies to assess how individuals appraise emotional versus functional advertisements containing emojis, examining outcomes like processing fluency, claim believability, attitude toward the ad, and purchase intention. Study 1 employed a factorial design, resulting in four experimental conditions: emotional ads without emojis, functional ads without emojis, emotional ads with emojis, and functional ads with emojis. Study 2 delved deeper, offering a qualitative exploration of consumer perceptions and sentiments concerning emojis in advertising contexts. Grounded in the Emotion as social information theory, results indicated that within the sports drink advertising domain, emotional advertising without emojis led to enhanced ad and brand attitudes, purchase intentions, claim believability, and information processing when contrasted with conditions incorporating emojis.

TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI

Markaların tüketicileri ile iletişime geçmek için geçmişten bu yana başvurdukları iletişim faaliyetlerinin başında reklam gelmektedir. Reklamın, markalar tarafından vazgeçilmez bir unsur olarak görülmesi, bireylerin gündelik hayatında bilinçli veya bilinçsiz bir şekilde sayısız mesajlara maruz kalmasına neden olmaktadır. Buna ilişkin olarak tüketicilerin bu mesajları nasıl anladığı ve yorumladığı, söz konusu reklama yönelik tutumdan, satın alma eylemine kadar yönlendirebilmektedir. Bu noktada medya okuryazarlığının bir parçası olarak reklam okuryazarlığı önemli bir rol oynamaktadır. Buradan hareketle çalışmada, tüketicilerin reklam okuryazarlık boyutları tespit edilerek, sahip oldukları reklam okuryazarlık boyutlarının rasyonel ve duygusal reklama yönelik tutumlarının ne yönde değiştiğini ölçümlemek amaçlanmaktadır. Bu amaçla elverişli örneklem yöntemiyle, çevrimiçi ortamda, 271 kişiye, Google Forms aracılığıyla oluşturulan anket tekniği uygulanmıştır. Malmelin’in (2010) dört boyutlu reklam okuryazarlığı modelinden hareketle geliştirilen araştırmanın sonucuna göre, bilgisel, retoriksel, görsel/estetik ve promosyonel olmak üzere dört temel reklam okuryazarlığı faktörü ortaya çıkarılmıştır. Rasyonel ve duygusal reklama yönelik tutum üzerinde, bilgisel ve görsel/estetik boyutun anlamlı ve pozitif yönde bir etkisi olduğu gözlemlenmiştir.

Making Ads Stick: Role of Metaphors in Improving Advertising Memory

As consumers are exposed to thousands of advertisements daily, researchers have sought to understand what makes people remember certain brands better than they remember others. Metaphors like Carvana’s vending machines and taglines like “Red Bull gives you wings” have increasingly become a powerful way for marketers to communicate brand attributes. In this study, we sought to characterize the memorability of ads across three distinct categories (functional, emotional, and metaphorical) using behavioral and neuroimaging methods. Participants were exposed to 20 ads from each of these categories and underwent a functional magnetic resonance imaging (fMRI) scan while trying to recall details from these ads one week later. We found a significant effect of category on brand recall immediately after exposure and memory recognition for snippets from the ad a week later, with metaphorical and emotional ads outperforming functional ads. Insights from activation in key memory regions like the bilateral hippocampus during retrieval revealed that while people were likely to remember the salient aspects of emotional ads and rate them as highly vivid, they were weaker in recalling additional central details about the brands featured in them relative to metaphorical ads. These findings demonstrate the superiority of metaphorical ads for integrating contents of the ads and the creation of “sticky” brand impressions.

Increasing the Efficacy of Emotional Appeal Ads on Online Video-Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior

Using an experimental tool that tracks viewers’ real-time ad-skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of complex discrete emotions can reduce the ad-skipping rate on social media platforms such as YouTube. Across three experiments, we showed the following results. First, the ad-skipping rate of emotional appeal ads was lower among consumers who had the goal of watching emotional (versus informational) videos. Second, ad-elicited empathy mediated this effect. Third, the effects of the emotional appeal ad on ad-skipping behaviors were contingent upon consumers’ predisposition to approach emotional experiences. Among consumers who were seeking emotional experiences, higher levels of empathy resulted in lower ad-skipping rates and longer ad-viewing duration when the emotional appeal of the ad matched with the emotional goal of video watching; in contrast, among consumers who were not seeking emotional experiences, the opposite effect was found.

How the Eyes Connect to the Heart: The Influence of Eye Gaze Direction on Advertising Effectiveness

AbstractA model’s eyes are a powerful and ubiquitous visual feature in virtually any advertisement depicting a person. But does where the ad model’s eyes look matter? Integrating insights from social psychology and performance and visual art theory, we demonstrate that when the ad model’s gaze is averted (looking away from the viewer), the viewer is more readily transported into the ad narrative and responds more favorably to the ad than when the ad model’s gaze is direct (looking directly at the viewer). Five multi-method experiments (field and lab studies) illustrate that averted gaze (direct gaze) enhances narrative transportation (spokesperson credibility) to boost the effectiveness of emotional (informative) ads. Study 1 is a Facebook field study that demonstrates the effect of averted (vs. direct) gaze direction on advertising effectiveness using a real brand. Studies 2a and 2b implicate enhanced narrative transportation as the underlying process mechanism by measuring (study 2a) and manipulating (study 2b) narrative transportation. Studies 3a and 3b examine ad contexts in which direct gaze can enhance ad effectiveness: when the ad has informational (vs. emotional) appeal (study 3a), and when the viewer prefers not to identify with the negative emotional content of the ad (study 3b).

Comparing the three types of approach of advertising in brand building in emerging markets

ABSTRACT The aim of this research is to compare and examine the effectiveness of an emotional, Shock and humour advertising strategies in terms of brand recall, image and attitudes towards the advertisement and purchase intentions towards the brand. Secondly, to determine the moderating effects of generation Y on these three types of advertisements. And lastly, to provide marketers with a better understanding of the effectiveness of three types of advertisements and emphasize the importance of alternative methods of breaking through the advertising clutter. To measure the impact of different types’s advertisement, six advertisements from each of the three categories, i.e. Shock; Humour and Emotional are shortlisted and linked together. These advertisements (18 in total) are then shown to respondents. Respondents recorded their views in the questionnaire. A total 345 respondents participated in this study. Brand recall is high in both emotional and humorous ads, but the purchase intention is high in an emotional advertisement in eastern culture. Type of product should influence the advertising approach in the promotion of a brand.

Advertising Attitude, Green Purchase Intention and Environmental Concern: Promoting Functional Versus Emotional Appeals

The inadequacy of information related to green purchase intention makes it essential for marketers to understand consumer behaviour towards green advertising especially in Indonesia, where the trend is still new. Acknowledging this research gap, this study aimed to investigate the influence of different green ads by testing on whether the ads generate green purchase intention by shaping advertising attitudes. In addition, the moderating role of high or low levels of the participants’ environmental concern is also taken into account. This research compares the effects of four types of advertisements: a functional green ad promoting the environmental benefits of a product, an emotional green ad employing a visual representation of pleasant natural scenery, a combined-type green ad that unites both functional and emotional attributes, and a control ad. Data collection through online questionnaires was obtained from 143 Indonesian youth and this was done by way of convenience sampling approach. Using separate univariate regression analysis, the findings of the experimental study suggest that functional, emotional and combined-type green ads all significantly enhance green purchase intention by shaping ad attitudes, where the functional ad displays itself as the most effective appeal out of the rest. These effects do depend on the participants’ level of environmental concern, shown by the significant moderating role of high environmental concern towards functional ads and the significant moderating role of low environmental concern towards emotional ads. The reason behind this research outcome is proposed to be due to the participants’ avoidance of greenwashing which the future scope can explore more about; especially for the Indonesian sample as research on green marketing in Indonesia is relatively scant compared to other Asian and Western works.

What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence

The authors test five theoretically derived hypotheses about what drives video ad sharing across multiple social media platforms. Two independent field studies test these hypotheses using 11 emotions and over 60 ad characteristics. The results are consistent with theory and robust across studies. Information-focused content has a significantly negative effect on sharing, except in risky contexts. Positive emotions of amusement, excitement, inspiration, and warmth positively affect sharing. Various drama elements such as surprise, plot, and characters, including babies, animals, and celebrities arouse emotions. Prominent (early vs. late, long vs. short duration, persistent vs. pulsing) placement of brand names hurts sharing. Emotional ads are shared more on general platforms (Facebook, Google+, Twitter) than on LinkedIn, and the reverse holds for informational ads. Sharing is also greatest when ad length is moderate (1.2 to 1.7 minutes). Contrary to these findings, ads use information more than emotions, celebrities more than babies or animals, prominent brand placement, little surprise, and very short or very long ads. A third study shows that the identified drivers predict sharing accurately in an entirely independent sample.

How functional and emotional ads drive smartwatch adoption

PurposeThe purpose of this paper is to examine advertising strategies’ (functional vs emotional) influence on consumers’ evaluation and adoption of smartwatches by drawing on the elaboration likelihood model and the schema incongruity theory. Moderating effects of consumer characteristics (personal innovativeness and extraversion) on the value assessment and attitude relationship are also tested.Design/methodology/approachThe model was assessed using partial least squares-structural equation modeling with a sample of 999 non-smartwatch users.FindingsResults show that functional ads elicit higher levels of hedonic than functional (usefulness) and ergonomic values (ease of use), whereas emotional ads produce higher levels of functional (usefulness) in comparison to hedonic value (enjoyment). Collectively, functional, ergonomic, hedonic and symbolic values shape consumers’ attitude and their subsequent behavior. In addition, findings demonstrate that extraversion positively moderates the symbolic value–attitude relationship, whereas personal innovativeness negatively moderates the functional value–attitude relationship.Originality/valueSmartwatch sales have floundered despite substantial investments in ad campaigns. This study provides novel insights into managing non-users’ value perceptions of smartwatches with the optimal use of ad strategies. Furthermore, it is also one of the first studies to validate the moderating role of extraversion on the symbolic value–attitude link, thus contributing to the emerging literature on wearable technology.

Do Online Ads Influence Vote Choice?

Do online ads influence vote choice? We partner with a German party to evaluate the effectiveness of online ads using a cluster-randomized experiment. During the 2016 Berlin state election, 189 postal districts were randomly assigned to (a) emotional ads; (b) factual ads; or (c) no ads. Analyzing electoral results at the postal district level, we find that the overall campaign weakly increased the party’s vote share by 0.7 percentage points (p-value = 0.155). We also estimate a negative effect of the campaign on the vote share of the party’s main competitors of 1.4 percentage points (p-value = 0.094). Turning to the mechanism of persuasion, we find that the factual ads, if anything, fared slightly better than the emotional ads. Our evidence thus provides tentative support that online ads positively affect vote choice.

Impact of functional/cognitive and emotional advertisements on image and repurchase intention

ABSTRACTIn this study, we attempted to explore the role of chain steakhouse image (functional, symbolic, and experiential), pleasure, arousal, and brand satisfaction in building customer repurchase intention and to uncover the moderating impact of functional/cognitive and emotional advertisements (ads). A field survey was conducted for data collection. A quantitative approach was employed to analyze the data. Findings from the structural analysis showed that image, emotions, and satisfaction played a significant role in generating intention, both pleasure and satisfaction acted as mediators, and hypothesized associations were mostly supported. Moreover, the relationships among functional image, pleasure, and brand satisfaction within the proposed theoretical framework were significantly moderated by functional/cognitive and emotional ads. Implications for researchers and practitioners are discussed. Current research provides chain steakhouse management a better understanding of the underlying complicated mechanism of customers’ repurchase decision generation process.

Age differences in responsiveness to shocking prosocial campaigns

PurposeThis paper aims to study age differences in responsiveness to shocking prosocial campaigns. It specifically investigates the differences between seniors and young adults regarding the persuasive effect of emotional charity campaigns, the intensity of negative emotions and empathy elicited, the affect-based persuasive process leading to the ad effectiveness and the role of perceived self-efficacy.Design/methodology/approachTwo studies are conducted on seniors (n1 = 173; n2 = 118) and young adults (n1 = 170; n2 = 123) exposed to appeals for “Action against Hunger” incorporating various levels of emotional content.FindingsThe results indicate that seniors are more receptive to emotional campaigns but only for higher emotional ads and only regarding intention to donate. Young adults report lower levels of empathy, and findings do not suggest major age differences in the reported negative emotions after exposure to low or high emotional appeals. The affect-based persuasion differs; young adults are particularly influenced by negative emotions, whereas the persuasive effect on the elderly stems from an empathetic reaction. Self-efficacy moderates the effect of negative emotions only among older participants.Practical implicationsSocial marketers are advised to use vivid and realistic stimuli to reach young people and develop these appeals in social media. For an older target audience, however, marketers are advised to use creative components and media support designed to foster personalisation and proximity.Originality/valueThis study provides a better understanding of age-related effects on emotional persuasion, and addresses the specificity of prosocial appeals involving responsiveness to the suffering of others.

Nostalgic advertising in India: a content analysis of Indian TV advertisements

PurposeThe purpose of this paper is to examine the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).Design/methodology/approachThis research uses a content analysis of 700 TV advertisements aired between January-December 2013 from top five Indian TV channels based on their rank according to Gross Viewership in Thousands.FindingsHumour/happiness was the most commonly used emotional appeal and nostalgic ads constituted 12 per cent of the emotional ads in Indian television. “References to past family experiences” was the most commonly used nostalgic element. As hypothesised, nostalgic ads use low information disclosure strategy (vis-à-vis high/medium information disclosure strategy) and are more commonly used for low involvement products (vis-à-vis high involvement products), experience products (vis-à-vis search products), and non-durables (vis-à-vis durables). Also, nostalgic appeals are more commonly used at maturity stage of PLC (vis-à-vis introduction stage).Originality/valueThis is the first research to analyse the content and execution of nostalgic advertising in India. This study is also one of the first to provide a comprehensive framework on nostalgic advertising. The interrelationships among variables such as product category, process of emotional appeal, degree of information disclosure and stage in PLC has not been investigated earlier, in the context of nostalgic advertising. Moreover, this study is the first attempt to present a snapshot of TV ads in India.

Which types of anti-smoking television advertisements work better in Taiwan?

Research in high income countries suggests that anti-smoking television advertisements with emotionally evocative graphic messages or personal testimonials that depict serious consequences from smoking are the most effective. Research to determine the most effective smoking cessation messages for low- and middle-income countries is needed to inform campaign development in these countries. Fifty-four male Taiwanese smokers, aged 18-34, rated advertisements and participated in a focus group to evaluate eight antismoking television advertisements with contrasting messaging strategies. Participants individually evaluated advertisements, after which they participated in a semi-structured focus group discussion (10 groups, 2-9 smokers per group). One week after this session, participants were called to assess advertisement recall. Both quantitative and qualitative data indicated that highly emotional testimonial ads that featured a graphic portrayal of personal suffering from the consequences of smoking and visceral graphic ads were more effective. The ad on tobacco industry denormalization that focuses on the responsibility of the industry for smoking-related harms was considered ineffective because smokers perceived it as having little personal relevance. Humorous advertisements were evaluated as the least effective because they lacked strong emotional content linked to smoking consequences. Qualitative results suggest that advertisement characteristics are more important than the demographic characteristics of people featured in advertisements. Study findings provide preliminary evidence that testimonial ads that involve graphic and emotionally evocative portrayals of smoking-attributed diseases and visceral graphic ads may have the greater potential to motivate Taiwanese smokers to quit smoking.

Effect of Emotional Advertisement on quitting smoking: A Case of Korean College Students

<div><p><em>In this research paper tried to focus on the effect of emotional anti-smoking ad on giving up smoking. More specifically, we have targeted college students to analysis the effect of non-emotional or less emotional and more emotional ads on quitting smoking. We have used 120 college students, were shown different anti-tobacco ads and asked to rate them. Our statistical results shows students who perceive ads are emotional and clear tend to quit smoking</em>. </p></div>

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

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.

Deliver knowledge or touch the mind? The effect of informational and emotional advertisement strategy on fashion sportswear brand attitude and recall

The purpose of the present study is to investigate the effect of advertisement strategy (informational, positive emotional, negative emotional) and brand awareness (high, low) on brand name recall and change in brand attitude. The study extends previous research by focusing on fashion sportswear brands and including personal involvement toward fashion sportswear as a moderating variable. Online survey participants were divided into two groups; one group viewed ads featuring high-awareness brands' logos and the other viewed ads from a low-awareness brand. Results indicated that compared to informational ad strategy, emotional ad strategies led to greater change in brand attitude. Also, positive and negative change in brand attitude after viewing positive and negative emotional ads depended on the brand awareness. The findings of the present study emphasize the importance for brands of raising brand awareness and utilizing emotional advertisement strategies.

When Your Smoking Is Not Just About You: Antismoking Advertising, Interpersonal Pressure, and Quitting Outcomes

The authors investigated the potential for antismoking advertising to generate interpersonal pressure on smokers to quit using the Cancer Institute NSW's Tobacco Tracking Survey, a telephone tracking survey of adult smokers conducted throughout the year with approximately 50 interviews per week (N = 5,448). The survey includes questions relating to recently broadcast antismoking advertisements, including whether smokers have received pressure from family and friends as a result of their seeing the advertisements. The authors conducted multivariate logistic regression analyses to predict: (a) receiving ad-stimulated interpersonal pressure; and (b) quitting outcomes. All analyses controlled for smoker characteristics and potential exposure to the advertisements. Compared with ads coded as having a low level of emotion (by independent coders), ads coded as highly emotional were more likely to have generated interpersonal pressure. Ad-stimulated interpersonal pressure was associated with an increased likelihood of recent quit attempts and with salient quitting thoughts, with a greater effect on quitting thoughts for interpersonal pressure generated by highly and moderately emotional ads. These results support previous research suggesting that highly emotional antismoking ads with personal stories or graphic imagery are effective in promoting smoking cessation, and these results help to identify communication processes that contribute to the ads' success.

Advertising persuasion in China: Using Mandarin or Cantonese?

Advertising persuasion may differ based on different languages and/or dialects. Using Chinese samples, this study experimentally tests how a spokesperson's accents (standard Mandarin accent and local Cantonese accent) influence advertising persuasion across different product involvements (high- or low-involvement products) and different advertising appeals (rational or emotional ads). The results show that ads promoting high (low)-involvement products will produce higher persuasion when the ads use Mandarin (Cantonese) rather than Cantonese (Mandarin). In addition, ads with rational (emotional) appeals will result in higher persuasion when presented in Mandarin (Cantonese) rather than Cantonese (Mandarin). The findings contribute to a better understanding of an ad's persuasion with respect to a spokesperson's accents, and offer managerial implications for marketers doing advertising in a multilingual environment such as China.