Emotional Appeal Research Articles

The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation

PurposeThis study explores how businesses can effectively market functional and emotional benefits through virtual corporate social responsibility co-creation (VCSRC) initiatives. The aim is to enhance customer engagement through these initiatives.Design/methodology/approachThe initial phase of this study involved recruiting 185 Chinese university students as participants. These individuals were randomly distributed into four distinct experimental groups, each designed to investigate the influence of varied marketing appeals and common in-group identity (CIGI) on consumer engagement willingness. This phase also sought to elucidate the mediating role of CSR associations in these dynamics. Following this, the second study engaged 570 individuals, recruited through “Credamo,” for a group-based experiment. This subsequent phase was intended to validate the findings of the preliminary study and explore the varying intensities of interaction between different marketing appeals and CIGI, with a particular focus on the dichotomy of independent and interdependent self-construals.FindingsThe study delineates a detailed relationship between consumers' willingness to participate in VCSRC, marketing appeals, and common in-group identity, revealing that strong common in-group identity correlates with a preference for functional appeals, while a weaker in-group identity inclines towards emotional appeals. Notably, interdependent self-construal significantly influences consumer responses, intensifying the interaction between in-group identity and marketing appeal and thereby influencing participation willingness. Moreover, CSR associations emerge as key mediators in this interaction, underscoring their role in enhancing the effectiveness of VCSRC strategies. These insights provide a new understanding of the crucial impact of consumer identity traits on marketing strategy efficacy.Originality/valueThis research stands as a trailblazing endeavor in evaluating the effects of varied advertising appeals under the VCSR paradigm. It probes into the foundational mechanisms, leveraging insights from interaction alignment theory and persuasion theory to elucidate the processes involved.

Cultural Echoes in Modern Design: Assessing Young Consumers’ Perceptions of Traditional Bamboo Weaving Patterns

This study, employing convenience sampling of art specialists, investigates the emotional resonance of young consumers with Chinese bamboo patterns, underscoring their significance in the realm of contemporary design. Through the lens of Kansei engineering, we delve into the intricate world of bamboo weaving patterns, scrutinizing their perceptual evaluations and user preferences among 104 art university students aged 18–23. Our analysis not only identifies pivotal factors for innovative redesign but also underscores the pivotal role of these traditional patterns in enhancing the emotional and aesthetic appeal of products for the younger generation. The findings illuminate a notable appreciation among this demographic for the ecofriendly and culturally rich bamboo patterns, positioning them as essential elements in modern lifestyle products. The study advances the discourse on integrating cultural heritage into product innovation, advocating for designs that resonate with the aesthetic sensibilities and environmental values of today’s youth. This aligns with the critical insights into the various categories of patterns and their diverse applications in contemporary design, addressing the cognitive gap between designers and consumers and highlighting the importance of cultural motifs in product development.

Mental health messages on TikTok: Analysing the use of emotional appeals in health-related #EduTok videos

Objective: This study aimed to evaluate how health educators use emotional appeals on the social media site TikTok to promote well-being, engage audiences and reduce mental health stigma. Design/Method: Our research team conducted a quantitative content analysis of 400 TikTok videos centred on health education. We evaluated the frequency of mental health content compared with general health education content and associated views, engagement and use of emotional appeals. Results: Mental health content frequently appeared in #EduTok health videos and earned significantly greater reach than general health content. However, videos discussing mental health earned less engagement and relied less on emotional appeals. Mental health content mainly relied on affiliation, hope and sorrow message appeals, although the presence of these appeals did not significantly affect engagement. General health content utilised personal stories, expert credentials and emotional appeals more frequently than mental health content. Conclusion: Evidence from this research suggests that mental health educational content underperforms general health videos and underutilises emotional appeals on TikTok. Health educators must critically analyse and adjust message strategies to enhance audience reception, taking note of success across health topics. We discuss the implications for how practitioners can use TikTok to reduce stigma and promote positive mental health with emotionally engaging content, especially among young audiences.

After Cicero Finished Speaking, Caesar Trembled! The Affect of Deprecatio in the Pro Ligario

Abstract Marcus Tullius Cicero (106–43 BCE) is widely recognized as Rome’s preeminent orator, a reputation that was well-earned because of his cogent and convincing skill in argumentation. His talent is particularly evident in his legal rhetoric, and his extant forensic orations are often cited as illustrations of brilliant displays of casuistry. The Pro Ligario is, however, an exception, not because the case is poorly argued, but because the unique constraints and procedures of that case prompted Cicero to depart from his normal practice of well-reasoned argument and advance a special plea for mercy and clemency or deprecatio. It is the only surviving oration in this legal genre of Roman rhetoric. An analysis of the Pro Ligario reveals that Cicero avoids arguing the stasis or issue of the case altogether, choosing rather to advance emotional appeals targeting the ethos of Caesar, who judged the case, in order to secure a favorable verdict in this rare genre of special pleading. Cicero’s unique mode of persuasion reveals a new perspective on Roman rhetoric.

How to make busy individuals donate more? The matching effect of charitable appeals and busyness on willingness to donate

Busyness is one of the most common states of the modern consumer. Previous studies have mainly distinguished busyness from the perspective of time pressure, but have not clearly categorized it. This study classifies busyness into two types: proactive busyness and forced busyness, based on the difference in the subject of work task assignment. This study proposes and tests a conceptual model based on the Elaboration Likelihood Model (ELM) to reveal how to increase the willingness to donate of individuals with different types of busyness. Four studies were conducted in this research. The results showed that rational appeals increase the willingness to donate of proactively busy individuals by stimulating cognitive empathy. In contrast, emotional appeals increase the willingness to donate of forcedly busy individuals by activating affective empathy. This study also revealed that the potential boundary condition of this influence mechanism is the goal frame.

Evaluation of Qualitative Colour Palettes for Tactile Maps

Much attention is currently being paid to developing universally designed solutions. Tactile maps, designed for people with visual impairments (PVI), require both graphic and tactile content. While many more- or less-official guidelines regarding tactile symbols exist, the subject literature lacks clear guidance on creating legible, highly contrasting graphic symbols for visual perception by those with residual vision. This study specifically addresses the application of colour, a key graphic variable that Is most often used to differentiate area symbols. We wanted to verify whether it is possible to choose a universal qualitative colour palette for tactile maps. We have proposed four different palettes, each with eight colours, that were later evaluated in a controlled study by 16 PVI with varying sociodemographic characteristics, using the VIEW model. The model is widely applied in the area of marketing research and considers the following aspects: Visibility, Informational, Emotional Appeal, and Workability. Our results indicate a lack of unanimity in choosing the best qualitative palette. The results of three palettes are comparable, with a subtle preference for the palette optimized for colour differences using the Python algorithm. Notably, the palette commonly used in official tactile maps in Poland received the lowest scores in every analysed dimension.

EMOTIONAL IMPACT IN PARENTING ADVERTISEMENTS: INVESTIGATING RESONANCE WITH DIVERSE EMOTIONS

Busy work puts a lot of pressure on young parents, which has led to some problems in regulating their emotions and parenting styles, such as the lack of scientific parenting knowledge. In the current era of information explosion, the high frequency and variety of advertising information make the effective transmission of parenting advertising information face great problems. This study is part of a larger study designed to investigate the different effects and characteristics of emotional resonance generated by different emotions in parenting advertisements using a literature review. This study reported results from a systematic literature review synthesis process to understand how busy parents could gain more parenting knowledge through emotionally contagious parenting advertisements in public spaces. The results led to the development of an alternative approach to communicating an emotional resonance parenting training model for parenting advertising. The proposed parenting advertisement would attract audiences from different cultural environments and help them generate basic emotions from the advertising messages based on their experience, thinking styles, physiology, and psychological being. These antecedents were expected to be affected differently by emotions thus leading to beneficial and progressive actions, which had the potential to mediate memory generations and trigger emotional resonance. This study was expected to benefit designers in designing parenting advertisements with emotional appeal and for parents to create a happier family atmosphere for children. Future study is recommended to develop public advertising communication modules for healthy family well-being.

Chilling results: how explicit warm glow appeals fail to boost pro-environmental behaviour

Abstract We conducted a large-scale online experiment to examine whether climate change messaging can induce emotions and motivate pro-environmental action. We study how exposure to explicit positive (‘warm glow’) and negative (‘cold prickle’) emotional appeals as well as a traditional social norm communication affects pro-environmental action. We find that a simple call to take action to mitigate climate change is at least as affective as social norm message framing and emotional appeals. Our results highlight the difficulty of designing messaging interventions that effectively harness emotional incentives to promote pro-environmental action. Messages that explicitly emphasise the personal emotional benefits of contributing to environmental causes or the adverse emotional effects of not doing so seem to fall short of motivating pro-environmental effort. Our findings underscore the need for caution when incorporating emotive appeals into policy interventions.

How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological Perspective

Consumers’ personality traits significantly influence their perceptions regarding social media advertising. While prior research on consumers’ purchasing intentions in social networking sites advertising has mainly focused on advertising valence antecedents, it is crucial to recognize that consumers’ susceptibility to advertising persuasion, particularly in terms of empathic expression, varies based on a key criterion: whether consumers are driven to attain a specific desired state or are more inclined to avoid an undesirable state. Regulatory Focus Theory (RFT) posits that individuals operate under distinct motivational mechanisms that govern their determination to achieve desired goals, influencing how they process and evaluate advertising messages. In light of RFT, we conducted an online survey with 524 valid responses, utilizing partial least squares (PLS) for research model analysis. The findings revealed that promotion-focused individuals have positively influenced perceptions of social media ad effectiveness (informativeness, ad creativity, perceived relevance, and emotional appeal). In contrast, prevention-focused individuals negatively perceived social media ad effectiveness. Furthermore, this study highlighted that perceived relevance and emotional appeal have a more significant impact on attitudes toward expressing empathy than informativeness and ad creativity.

Role of Emotional Appeals in International Advertising Campaigns in Cameroon

Purpose: The aim of the study was to assess the role of emotional appeals in international advertising campaigns in Cameroon. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the role of emotional appeals in international advertising campaigns in Cameroon indicates that emotions play a significant role in influencing consumer behavior and brand perception. Emotional appeals, such as humor, nostalgia, and empathy, have been found to effectively capture consumers' attention and evoke positive attitudes toward advertised products or services. However, cultural nuances and socio-economic factors must be considered when crafting emotional appeals for international advertising in Cameroon. While certain emotions may resonate universally, others may vary in effectiveness depending on cultural values and preferences. Therefore, successful international advertising campaigns in Cameroon require a careful balance of emotional appeals that align with local cultural norms and resonate with the target audience's emotions, ultimately leading to increased brand engagement and purchase intent. Implications to Theory, Practice and Policy: Cultural dimensions' theory, elaboration likelihood model and cross-cultural consumer behavior framework may be use to anchor future studies on assessing the role of emotional appeals in international advertising campaigns in Cameroon. Marketers should prioritize crafting emotionally resonant narratives that are tailored to specific cultural nuances while maintaining a cohesive brand message. Policymakers should advocate for policies that promote cultural sensitivity and inclusivity in international advertising practices.

From Virality to Veracity: Understanding User Engagement and Information Accuracy in Breaking Events

This research explores the intricate dynamics of user engagement, information virality, and accuracy during breaking events within the timeframe of 2017-2022. Employing a mixed-methods approach, we analyze user behaviors on social media platforms, exploring the quantitative metrics of likes, shares, and comments, while also unraveling the qualitative dimensions through participant interviews. The study uncovers a nuanced spectrum of user engagement, ranging from information-seeking tendencies to profound emotional responses, unveiling the complex interplay that shapes digital interactions during critical moments. The investigation into information virality reveals the significant impact of emotional appeal, novelty, and alignment with societal concerns on the dissemination of information. A meticulous dissection of network dynamics elucidates the influential roles played by influencers and the intricate dance of user sharing patterns. Simultaneously, the scrutiny of information accuracy establishes a positive correlation between accurate information and trust in traditional sources, unveiling the multifaceted consequences of misinformation. In the broader context of existing literature, our findings align with the growing body of research emphasizing the pivotal role of social media in shaping narratives during breaking events. This study contributes to a deeper understanding of the challenges posed by the digital landscape and highlights the need for adaptive strategies that balance information dissemination and accuracy.

Transitional Justice and Human Rights in Zimbabwe's Gukurahundi Mass Grave Exhumations

ABSTRACT: Transitional justice requires a multi-stakeholder as well as a multidimensional approach. In Zimbabwe, the issue of atrocities committed by the state (now commonly referred to as Gukurahundi) is a topic that evokes emotive debate, especially around the process of exhuming the remains of those who were buried in mass graves. One controversial issue surrounding the exhumation of mass graves is the idea of letting "by-gones be by-gones." This political strategy potentially allows perpetrators to circumvent the human rights issues that arise after mass graves are exhumed. It also denies the victims proper burial and closure for their families. Using an analysis of data in the form of legal reports, international laws, and case law, among other literature, this article examines the international norms on exhumation and the politics inhibiting exhumation of the Gukurahundi mass graves in Zimbabwe .

Tracing emotional responses to nature-based tourism commercials and tagging individual sequences

ABSTRACT Most tourism campaigns rely heavily on emotional appeals. Therefore, it is crucial to understand which video sequences elicit certain emotions to determine whether they are consistent with the targeted marketing objectives. In this study, we employ facial expression analysis to trace the emotional responses of participants watching a tourism destination commercial. Since previous studies did not process raw data on a moment-to-moment basis, and thus could not assess individual scenes, the present study highlights the importance of linking emotional responses with specific sequences of the ad, and most importantly, the composition of elements like structure, content, music, and images of nature-based tourism commercials. The presented methodology provides insights that help destination management organisations to adjust the content of commercials promoting nature-based tourism to achieve the desired emotional reactions with their marketing campaigns.

Reclaiming Public Spaces in Post-pandemic India (Kolkata): Activist Theatre, Gender and a Resurgence of the Marginal

The politics of our post-Covid times are expressed through various registers. In Kolkata, one especially powerful artistic medium for such expressions was the revival of street theatre as young and senior theatre practitioners plunged into exploring critical issues that have been all-pervasive since the beginning of the pandemic. As people finally started to venture out, content to be amidst human congregations, street plays, being located in open-air spaces, proved both economical and safe. The issues these street performances highlighted and their modes of presentations could be described as what Tony Fisher calls ‘activist theatre’ – which mobilizes the people by interpellating its audience around a specific grievance or issue that possesses an emotional appeal.1 These performances are a form of artistic activism, or ‘artivism’ as termed by Chantal Mouffe: the use of aesthetic means for political activism, ‘as a counter-hegemonic move against the capitalist appropriation of aesthetics’.2

Study on the Promotion Effect of “Live Broadcasting with Shouting Style” in Live Rooms Under the Elaboration Likelihood Model

A new phenomenon of “shouting-style sales” has emerged in live e-commerce, but the research on its effects is currently insufficient. Exploring the short-term and long-term effects of “shouting-style sales” is beneficial for exploring how live e-commerce can develop better and longer-lasting, providing experiences and insights for live e-commerce rooms, especially brand-owned ones. By conducting a questionnaire survey of consumers who have experience with live e-commerce shopping, we can understand how consumers perceive “shouting-style sales” and what factors influence consumers’ ordering and repurchasing. The survey shows that “shouting-style sales” has no short-term effect on promoting orders, and it cannot promote repurchase in the long term either. Consumers may use both central and peripheral routes when shopping in live e-commerce, but they tend to use central route thinking when repurchasing. The emotional appeal and the degree of discounts in live rooms are the main factors influencing consumer purchases, while product quality and the level of product description are the main factors influencing consumer repurchases.

Effectiveness of educational interventions in minimizing reactance in traffic accident prevention

IntroductionClassical mechanics concepts are vital for understanding traffic safety, encompassing speed, acceleration, stopping distance, impact speed, deformation, kinetic energy, and their effects on vehicle occupants. Statistical physics principles are also employed to study multiple vehicles as a many-particle system. This study examines the effectiveness of using a damaged car and structured instruction in road safety initiatives.MethodsParticipants engaged with a damaged car and discussed deformation caused by excessive speed. They participated in role simulations, envisioning and solving risky traffic scenarios, while considering the potential boomerang effect resulting from excessive fear appeals within the campaign.ResultsCombining emotional appeals with solution-focused, action-oriented, and self-esteem-enhancing interventions is essential to mitigate the boomerang effect and encourage safety-compliant behavior. Educational institutions must implement tailored follow-ups to emotionally charged prevention campaigns. Using Design-Based Research, we developed effective methods for knowledge acquisition and transfer, drawing from cognitive behavioral therapy and established traffic safety programs.DiscussionThis publication explores non-standardized social training within focus groups, focusing on negative emotional states following an emotionalizing campaign similar to “Crash Kurs NRW,” targeting upper-level courses in North Rhine-Westphalian schools. Methods from cognitive behavioral therapy and social learning initiated, observed, and documented changes in participants’ norms, values, and attitudes, discussed herein. Additionally, we investigated whether the presence of police officers in prevention campaigns influences reactive behavior. Comparing pre- and post-surveys confirmed reactance after emotionalizing campaigns, and our structured post-survey effectively influenced stage-event-induced behavior. Surprisingly, police officers’ presence did not significantly impact reactive behavior. Furthermore, our follow-up tool extends its applicability to similar emotionalizing prevention campaigns, broadening its potential reach. Our future research will delve into students’ physics literacy during traffic space analysis of accident hotspots, advancing traffic safety initiatives.

Survival analysis of the duration of rumors during the COVID-19 pandemic.

The emergence of the COVID-19 pandemic towards the end of 2019 triggered a relentless spread of online misinformation, which significantly impacted societal stability, public perception, and the effectiveness of measures to prevent and control the epidemic. Understanding the complex dynamics and characteristics that determine the duration of rumors is crucial for their effective management. In response to this urgent requirement, our study takes survival analysis method to analyze COVID-19 rumors comprehensively and rigorously. Our primary aim is to clarify the distribution patterns and key determinants of their persistence. Through this exploration, we aim to contribute to the development of robust rumor management strategies, thereby reducing the adverse effects of misinformation during the ongoing pandemic. The dataset utilized in this research was sourced from Tencent's "Jiao Zhen" Verification Platform's "Real-Time Debunking of Novel Coronavirus Pneumonia" system. We gathered a total of 754 instances of rumors from January 18, 2020, to January 17, 2023. The duration of each rumor was ascertained using the Baidu search engine. To analyze these rumors, survival analysis techniques were applied. The study focused on examining various factors that might influence the rumors' longevity, including the theme of the content, emotional appeal, the credibility of the source, and the mode of presentation. Our study's results indicate that a rumor's lifecycle post-emergence typically progresses through three distinct phases: an initial rapid decline phase (0-25days), followed by a stable phase (25-1000days), and ultimately, an extinction phase (beyond 1000days). It is observed that half of the rumors fade within the first 25days, with an average duration of approximately 260.15days. When compared to the baseline category of prevention and treatment rumors, the risk of dissipation is markedly higher in other categories: policy measures rumors are 3.58 times more likely to perish, virus information rumors have a 0.52 times higher risk, epidemic situation rumors are 4.86 times more likely to die out, and social current affairs rumors face a 2.02 times increased risk. Additionally, in comparison to wish rumors, bogie rumors and aggression rumors have 0.26 and 0.27 times higher risks of dying, respectively. In terms of presentation, graphical and video rumors share similar dissolution risks, whereas textual rumors tend to have a longer survival time. Interestingly, the credibility of the rumor's source does not significantly impact its longevity. The survival time of rumors is strongly linked to their content theme and emotional appeal, whereas the credibility of the source and the format of presentation have a more auxiliary influence. This study recommends that government agencies should adopt specific strategies to counter rumors. Experts and scholars are encouraged to take an active role in spreading health knowledge. It's important for the public to proactively seek trustworthy sources for accurate information. Media platforms are advised to maintain journalistic integrity, verify the accuracy of information, and guide the public towards improved media literacy. These actions, collectively, can foster a collaborative alliance between the government and the media, effectively combating misinformation.

How Does VR Affect Emotional Appeal and Persuasiveness of Gain Versus Loss-Framed Messages?

Can virtual reality (VR) lead to more desirable persuasion effects than videos in communicating the science of contentious issues like climate change? And, will these effects differ between messages that offer hope versus fear? We addressed these questions with a 2 (Modality: Desktop VR vs. Unidirectional video) × 2 (framing: Gain vs. Loss) between-subjects experiment ( N = 130), and found that VR triggered more fearful responses, which in turn led to more persuasive outcomes. It also increased individuals’ attitudes toward climate change mitigation policy when the experience was loss-framed, but backfired when the experience was gain-framed. Theoretical and practical implications are discussed.

Perception of Emotional Marketing Strategies in Shaping Consumer Behaviour

This kind of marketing involves using various techniques to arouse people's emotions and persuade them to buy various goods or services. Emotional advertising is a part of emotional marketing. The vital role that emotive marketing techniques play in influencing consumer behavior. This study explores the complex relationships between customer perceptions and the emotional appeal ingrained in marketing techniques, as firms increasingly understand the significance of emotional linkages in marketing. Emotions play a big role in purchasing decisions. Decisions and choices are influenced by both reasonable and emotional factors in social and professional contexts. This essay explores the relationship between consumer behavior and emotional marketing, as well as the impact that emotions have on customers' dynamic lives. Using a survey, 190 instances of different types of sentiments were randomly collected in order to understand the customers' responses to them. The questions focused on what emotions meant to them in certain situations, what kinds of emotions they experienced often, and how they felt after making a purchase. Based on the evaluation outcomes, it was discovered that emotions have a big role in customer behavior; in addition, it depends on their current mental state and past experiences. Even though it was shown that emotions affect customer behavior, the evidence was entirely emotive since everyone experiences emotions differently based on their daily interactions. Ensuring that every client's emotional requirements are met is almost impossible.

THE ROLE OF EMOTIONAL APPEAL IN MODERN ADVERTISING: A STUDY ON ROLE OF E-ADVERTISEMENT ON CONSUMER BUYING BEHAVIOUR

This study delves into the significant role of emotional appeal in modern advertising, exploring its psychological underpinnings and effectiveness in influencing consumer behaviour. The research examines how emotions are strategically used to connect with audiences, build brand loyalty, and drive purchase decisions. Through a comprehensive review of literature and case studies, the study highlights the psychological mechanisms that make emotional appeal a powerful tool in advertising. The findings suggest that emotional appeal not only enhances brand recall but also fosters long-term consumer relationships, making it a critical component of successful advertising campaigns. The digital revolution has fundamentally transformed the landscape of advertising, giving rise to e-advertisement as a powerful tool for influencing consumer buying behavior. This study investigates the role of e-advertisement in shaping consumer decisions, focusing on the elements that make digital ads effective, such as personalization, interactivity, and data-driven targeting. By analyzing consumer responses to various forms of e-advertisement, including social media ads, search engine marketing, and email campaigns, the research seeks to uncover the underlying psychological mechanisms that drive consumer engagement and purchasing decisions. The study also explores the challenges associated with e-advertising, including ad fatigue, privacy concerns, and the growing prevalence of ad-blocking software. Through a combination of qualitative and quantitative methods, the research aims to provide a comprehensive understanding of how e-advertisements influence consumer behavior, as well as strategies for enhancing their effectiveness in a competitive digital marketplace. The findings of this study will offer valuable insights for marketers and advertisers seeking to optimize their e-advertising strategies and build stronger connections with consumers in the digital age.