Positive Appeals Research Articles

Негативность и современная социальная философия: к проблеме коммодификации критики

The article concerns the problem of contemporary social and philosophical studies’ critical mapping in the framework of late capitalism cultural consumption. The author shows the uniqueness of actual social philosophy’s role. Its specific presupposes not only appeal to researchers but directly to the reading public, whose evaluation became an important factor supporting existing social order and constituting its trends. Reflexive nature of modernity, from the one hand, needs ongoing conceptual reframing, and, from the other hand, makes the society able – at least rhetorically – to change in the result of rational discussion on alternatives, possibilities, and problems. The article defines three historical stages in existence of social philosophy as philosophy for the society, specifically highlighting the complex nature of contemporary social thought. The latter, keeping in pace with its critical pathos, exists as a cultural consumable good of late capitalism; merges the negativity in relation to contemporaneity with the task of positive appeal to the society. In the conclusion the author dwells on some successful examples of this kind of merging in the works of modern theorists.

Daya Saing Kopi Indonesia di Pasar Internasional dalam 3 Dekade Terakhir

Coffee is one of the most important commodities that have an important role in economic growth, especially in supporting the increase of non-oil exports in Indonesia and as a foreign exchange earner. The purpose of this article is to analyze competitiveness of Indonesian coffee in international market in the last 3 decades or during period 1989–2019. Revealed Comparative Advantage (RCA), Export Product Dynamic (EPD), X-Model Potential Export Product and Diamond Porter’s is used to analysis competitiveness. The results of the analysis of competitiveness using the RCA method show that not all HS codes for Indonesian coffee and competing countries have a comparative advantage, Indonesian coffee has strong competitiveness for HS code 090111 but has no strong competitive power for other HS codes. The results of the EPD method show that for all HS codes Indonesian coffee and competing countries have a rising star position or have positive appeal and increased market share. The results of the X-Model Potential Export Product method show that Indonesia and competing countries have optimistic coffee market developments for HS code 090111 and have potential market developments for HS codes 090112, 090121, 090122, and 090190. From the results of Porter Diamond's analysis, the results obtained that the State of Indonesia has advantages in terms of condition factors, namely natural resources and has weaknesses in science and technology, human resources and capital resources.

Enhancing prosocial behaviour and donation intentions through neuroscientific techniques (EEG and eye tracker): Exploring the influence of charitable advertisement appeals

This study investigates the impact of charitable advertisement appeals on prosocial behaviour and intentions to donate, employing cutting-edge neuroscientific techniques such as electroencephalography (EEG) and eye tracker. It also seeks to analyse the moderating effect of altruism, social norms and moral intensity on the relationship between advertising appeal and prosocial behaviour and intention to donate. Findings indicate that negative appeal is more effective than positive appeal in influencing prosocial behaviour and intent to donate. Furthermore, using an eye tracker showed that individuals try to avoid painful scenes in charitable advertisements. This study provides valuable insights into the underlying mechanisms that drive prosocial behaviour and donation intentions by delving into the influence of various charitable advertisement appeals (both positive and negative) on individuals’ neural and ocular responses. We therefore, argue that findings from this research hold significant implications for marketers and advertisers seeking to create more effective and persuasive charitable advertisements, ultimately promoting greater engagement and support for philanthropic causes.

Analisis Strategi Pemasaran PT Bali Coklat (Pod Chocolate)

Marketing Strategy Analysis of Bali Coklat (Pod Chocolate)
 In the midst of competition, Bali Coklat needs a strategy to attract market attention by creating products according to their demands. Diverse market demands require company to use marketing target strategy hence the effective services can be deployed in the target market. This study discussed the process of market segmentation, targeting, and determining the market position to generate a marketing strategy based on the marketing mix. Data collection through questionnaires was distributed to 100 consumers of Pod Chocolate in Badung Regency with non-probability random sampling. This quantitative descriptive study used cluster analysis, correspondence analysis, and multidimensional scaling in SPSS and Microsoft Excel. Market segmentation which are based on demographics, consumer behaviours and psychographics forms three segments. Segment-1 is the target market which has the largest size, very positive appeal and been classified as active, modern, optimistic, and established in psychographics. The market position shows Delicacao as the company's closest competitor but has no resemblance to other similar companies when is viewed from product attributes. Pod Chocolate has superiority in quality, safety, variety, store and impression while packaging, taste, price, discounted prices and advertising can still be improved thus the marketing mix strategy will be implemented to those attributes.

The Advertisement Puts Me Down, But I Like It

Advertisements often use positive appeals to please consumers. One exception is an emerging device that uses negative messages to target audiences, which the current authors refer to as “audience-targeted negative advertisements.” Through in-depth interviews and two experiments, this research systematically explores the perceptions and feelings of audiences about audience-targeted negative advertisements (Study 1); empirically distinguishes these advertisements from humorous advertisements and other negative advertisements (Study 2); and investigates when audience-targeted negative advertisements are more likely to be effective for advertisers (Study 3). The results show that audience-targeted negative advertisements have unique features that include negativity, uniqueness, humor, realism, and emotional influences such as empathy. Findings include practical guidance for advertisers on degree of negativity and product-type conditions in which audience-targeted negative advertisements are most effective.

Impact of emotional appeal on non‐profit advertising: A neurophysiological analysis

AbstractThe number of Non‐Profit Organisations (NPOs) has increased in the past years, and they rely on advertising to communicate their causes. Although the effectiveness of NPO advertising has been studied previously, there is still no consensus about which appeal (emotionally positive or negative) increases its effectiveness. On the other hand, the most prevalent research approaches to NPO advertising are traditional research methodologies based on declarative techniques. So, the purpose of this study is to identify which appeal (positive or negative) in NPO advertising is more effective at the three levels of effectiveness (perceptual or communicational effectiveness, psychological or attitudinal effectiveness and behavioural effectiveness), providing a new approach based on the analysis of consumers' unconscious responses to advertising. We conducted an experiment with 113 participants whose neurophysiological responses were evaluated through electroencephalogram (EEG) and eye tracking (ET) while they watched NPO advertisements with a randomly assigned emotional appeal (positive or negative). In addition, a survey revealed behavioural responses. The results showed that considering the psychological or attitudinal effectiveness, positively framed ads are more effective, as there is a positive effect on attitudes towards the ad and a higher positive emotional valence. On the other hand, in perceptual effectiveness, where attention is considered an important variable, the negatively framed ads showed more significant time in the area of interest (AOI) of the image area of the ad, and longer time in the AOI text was observed for positively framed ads. Furthermore, regarding behavioural effectiveness, negatively framed ads seem more effective in eliciting actual donations. The results suggest that a positive appeal is more effective in generating a more positive attitude and a positive emotional valence towards the advertisement, which could benefit the NPO in the long term. But a negative appeal is more effective if the goal is to achieve immediate donations.

Cosméticos Orgânicos e o Uso de Apelos Emocionais

ABSTRACT Objective: to analyze the influence of emotional appeals on behavioral intention regarding organic products for personal care. Theoretical framework: this article uses the literature of emotional appeals, specifically the appeals of guilt, fear, authentic pride, and hubristic pride, to identify their effects on consumers’ behavioral intention in the context of organic personal care products. Emotional appeals of guilt, fear, authentic pride, and hubristic pride were examined. Methodology: four sequential experiments were conducted in real advertisement settings using a within-subjects and between-subjects experimental design. Data were analyzed using ANOVA. Results: the appeal of authentic pride was associated with a heightened value of joy and increased likelihood of consumer donation. The appeal of hubristic pride stimulated an effect of authentic pride. This way, the findings indicate that pride is a one-dimensional emotion in the national context of organic cosmetics consumers. Additionally, the appeal of one-dimensional pride aroused a more positive attitude and purchase intention regarding the advertised product compared to the emotions guilt, fear, and joy. Conclusion: these findings reposition the discussion on pride from a one-dimensional perspective because authentic pride stimulates joy. Further, positive appeals were more effective than negative appeals at increasing the consumers’ behavioral intention toward organic cosmetics. Contrary to the findings of previous surveys, pride was associated with more positive consumer attitudes toward the advertised product. Therefore, the use of pride appeal should be encouraged to promote consumer awareness.

Social media sentiment analysis to monitor the performance of vaccination coverage during the early phase of the national COVID-19 vaccine rollout

Background and objectiveSocial media sentiment analysis based on Twitter data can facilitate real-time monitoring of COVID-19 vaccine-related concerns. Thus, the governments can adopt proactive measures to address misinformation and inappropriate behaviors surrounding the COVID-19 vaccine, threatening the success of the national vaccination campaign. This study aims to identify the correlation between COVID-19 vaccine sentiments expressed on Twitter and COVID-19 vaccination coverage, case increase, and case fatality rate in Indonesia. MethodsWe retrieved COVID-19 vaccine-related tweets collected from Indonesian Twitter users between October 15, 2020, to April 12, 2021, using Drone Emprit Academic (DEA) platform. We collected the daily trend of COVID-19 vaccine coverage and the rate of case increase and case fatality from the Ministry of Health (MoH) official website and the KawalCOVID19 database, respectively. We identified the public sentiments, emotions, word usage, and trend of all filtered tweets 90 days before and after the national vaccination rollout in Indonesia. ResultsUsing a total of 555,892 COVID-19 vaccine-related tweets, we observed the negative sentiments outnumbered positive sentiments for 59 days (65.50%), with the predominant emotion of anticipation among 90 days of the beginning of the study period. However, after the vaccination rollout, the positive sentiments outnumbered negative sentiments for 56 days (62.20%) with the growth of trust emotion, which is consistent with the positive appeals of the recent news about COVID-19 vaccine safety and the government's proactive risk communication. In addition, there was a statistically significant trend of vaccination sentiment scores, which strongly correlated with the increase of vaccination coverage (r = 0.71, P<.0001 both first and second doses) and the decreasing of case increase rate (r = -0.70, P<.0001) and case fatality rate (r = -0.74, P<.0001). ConclusionsOur results highlight the utility of social media sentiment analysis as government communication strategies to build public trust, affecting individual willingness to get vaccinated. This finding will be useful for countries to identify and develop strategies for speed up the vaccination rate by monitoring the dynamic netizens' reactions and expression in social media, especially Twitter, using sentiment analysis.

UAV-Assisted RIS for Future Wireless Communications: A Survey on Optimization and Performance Analysis

Reconfigurable intelligent surfaces (RIS), a device made of low-cost meta-surfaces that can reflect or refract the signals in the desired manner, have the immense ability to enhance the data transmission from the sender to the receiver. The concept of RIS is inspired by a smart radio environment or programmable radio environment. The introduction of this device in wireless communications aids in reducing the hardware requirements, energy consumption, and signal processing complexity. The integration of this device with various emerging technologies such as multiple-input multiple-output (MIMO) systems, non-orthogonal multiple access (NOMA) technique, physical layer security, etc., has increased its potentiality in terms of performance enhancement. One such integration could be studied, i.e. RIS-assisted unmanned aerial vehicles (UAVs). The UAVs exhibit aiding capability in various services to our society such as real-time data collection, traffic monitoring, military operations & surveillance, medical assistance, and goods delivery. Despite the positive appeal, the UAV has its limitations such as fuel efficacy, environment disturbances, limited network capability, etc. Considering these scenarios, the RIS can provide assistance to UAVs to enhance their performance when integrated. There is a limited number of articles and researches that consider UAV-assisted RIS systems. This article provides a detailed survey on RIS-assisted UAV systems considering multiple contexts such as optimization, communication techniques, deep reinforcement learning, secrecy performance, efficiency enhancement, and the internet of things. Finally, we draw attention to the open challenges and possible future directions of UAV-assisted RIS systems in phase shifting, channel modeling, energy efficacy, and federated learning.

Exposure to “Vaccination Selfies” Relate to Readers’ Vaccination Intention: The Moderating Role of Partisan Media Use and the Mediating Role of Affective Responses

As vaccines for COVID-19 become accessible to the U.S. public, vaccinated individuals often post “vaccination selfies” on social media to encourage unvaccinated others to be inoculated. This study explores the relationship between exposure to these vaccination posts and post readers’ vaccination intention. Drawn upon the functional affect theories, the authors proposed integral affective responses to the vaccination posts to explain readers’ vaccination intention. Social media users’ partisan media use was proposed to explain readers’ different affective responses. Results from a cross-sectional survey (N = 343) showed that only exposure to proximal others’ (e.g., friends), not distal others’ (e.g., celebrities), vaccination posts was significantly associated with vaccination intention through positive affective responses. Conservative media use enhanced readers’ negative affective response to vaccination posts whereas liberal media use was associated with positive affective responses. The findings highlighted the importance of social norms and positive affection appeals in pro-vaccination campaigns.

The Resistance of the Given and its Demythologization in Husserl’s Phenomenology

The objective of this paper is to reconstruct Husserl’s two-pronged approach of sensory givenness. On the one hand, the phenomenological focus on intentional consciousness implies a virulent criticismof the positivistic myth of the sensory given. On the other hand, there is also a positive appeal to sensory givenness in phenomenology, without which phenomenology would not be worthy of its name and would, ultimately, be nothing other than a form of neo-Kantianism. In the context of transcendental genetic phenomenology, Husserl manages to rehabilitate sensory givenness in a reduced, viz. demythologized form. This reconstruction of Husserl’s ambivalent reference to the given can help phenomenology defend itself against some actual trends, which tend to reduce it to phenomenalismor to conceptualism.

The use of positive and negative appeals in social advertising: a content analysis of television ads for preventing HIV/AIDS

Effectiveness of positive and negative appeals in social advertising depends on the target audience and the context in which the messages are applied. However, there is a dearth of research on the real use of such message appeals by social marketers. Considering the importance of practice theory in social marketing, this paper presents a longitudinal research on the use of positive and negative appeals in social advertising, since communication has been particularly relevant in social marketing practices over time. A content analysis of 375 HIV/AIDS-prevention TV ads from four European countries indicates that positive appeals had expressive and higher proportional use over the entire period under analysis. The researchers identified positive appeals, especially in rhetoric, music and voice tonality, while negative appeals are more prevalent in narratives and signs from the scenes. The results show that participation of public figures promoting coping response was low, but increasing over time. Negative appeals are mostly expressed in countries with higher uncertainty avoidance indexes and higher epidemic incidence rates. The prevalence of positive and negative appeals in social advertisements informs about practitioners’ choices when designing campaigns and allows analyzing congruity between the use of appeals and theoretical recommendations for social marketing effectiveness. The study opens the discussion about the application of social marketing theories into practice and how the analysis of social marketing practices may contribute to design innovative theoretical approaches, particularly regarding a topic plagued by inconsistent findings in the literature on message-frame effectiveness in social marketing. The practitioners’ preference for the gain-frame perspective over the protection motivation approach allows inquiring about the motivations and constraints leading to that choice.

Social Stigma of COVID-19: A Semiotic Analysis of WHO Campaign Posters

COVID-19 has been reported to be risen in numbers of infected cases and deaths. The massive report by media and social network which focus on the spreading and infection may affect not only physical health but also individual’s and general population’s mental health, isolation and stigma. To eradicate COVID-19-related stigma and discrimination perpetuated by both individual and group of people, WHO exhibits some anti-stigma campaign posters. This study employs qualitative method to acquire deep investigation of meaning and to involve the social context. Thus, by using Roland Barthes’s semiotic approach, analyzing signifiers and signifieds, this study was aimed to unmask both denotative and connotative meanings of the stigma embed within the six health campaign posters of COVID-19 by Southeast Asia WHO. The analysis was focused not only on the verbal sign of posters (linguistic text), but also its relation to their visual sign (imagery messages). From the analysis of the two sign systems of posters, the result shows that the six posters connote acts of discriminatory behaviours, stigmatization, stereotype and blaming. Through the posters, WHO propagates people to work together to fight COVID-19 and to bring out the best humanity, to have better awareness and positive attitudes and appeals governments, citizens, media, key influencers of communities to have a role in preventing and to stop stigma surrounding in South-Asia and specifically in Indonesia which becomes the target of the poster viewers during the pandemic. Those messages are connoted through different font colors and sizes and the illustration on each poster.

Commanding Support: Values and Interests in the Rhetoric of Alliance Politics

ABSTRACT How can democratic governments convince their citizens to support a costly military alliance? We theorize about two rhetorical tools that foreign policy leaders have historically used to achieve this goal: instrumental cues emphasizing national interests and ideational cues highlighting shared values. We then assess the effects of these appeals in various forms and contexts by analyzing two original survey experiments fielded in the United States. Our analysis shows that alliance rhetoric – whether positive or negative – can sway public support for alliances. Positive appeals to both interests and values raise citizen approval for maintaining a costly alliance in times of peace and during an active crisis, though their effects are slightly muted in a crisis. We also find that negative rhetoric erodes public support for alliances, but only under limited conditions: negative rhetoric affects public support for peace-time alliance policies but not for defending an ally during a crisis, and its effect disappears in the presence of positive rhetoric. The findings contribute to literatures on the domestic politics of international institutions and the role of political communication in foreign policy.

Reconfigurable Intelligent Surface Aided Multi-User Communications: State-of-the-Art Techniques and Open Issues

Reconfigurable intelligent surface (RIS)-aided communication is considered as an exciting research topic in academic and industrial communities since it provides an emerging affordable solution to achieve high quality and secure next-generation wireless systems. Especially, the deployment of RIS in multi-user wireless networks promises to reduce system hardware costs, signal processing complexity, as well as energy consumption due to small size, lightweight and ability to actively shape the wireless propagation environment. Further, by realizing a cost-effective radio environment, RIS-aided communication can be implemented to be an appealing technology for future integration with other emerging wireless applications and communication systems. Despite the positive appeal, RISs face new challenges that hinder integrating efficiently into wireless networks, such as network secrecy performance and system sum-rates, as well as achieving efficient deployment design in highly dynamic and time-varying wireless environments. To this end, we overview recent state-of-the-art techniques to address the above issues faced in the integration of RISs with various emerging multi-user communication techniques, such as Unmanned Aerial Vehicles (UAVs), Non-Orthogonal Multiple Access (NOMA), Millimeter Wave (mmWave) and Terahertz (THz) communications, Physical Layer Security (PLS), massive antennas, and Simultaneous Wireless Information and Power Transfer (SWIPT). Finally, we highlight promising future research directions of RIS-aided communication in Cell-Free Massive Multiple-Input-Multiple-Output (MIMO) systems, Rate-Splitting Multiple Access (RSMA), Light Fidelity (LiFi), and Cognitive Radio (CR) systems.

Significance of The Regional Product Labelling for Sustainable Development in Context of Globalization

Research background: Impacts of the environmental burden on our society are more and more acute. Especially in context of globalization and recent COVID-19 Pandemic, principles, instruments and forms of enviromental policies are crucial for an effective solution of the situation. It is necessary to apply these policies at local, state and global levels. Purpose of the article: Effective communication, well aimed propaganda and relevant feed back can be considered as useful tools of action. As one of the best suitable instruments for an effective influence of citizens can be seen the use of quality labels given on the consumer products in order to support local and state economy and social integration with direct influence on territorial cohesion. In the same time, environmental education of citizens can be achieved. Methods: Data used in this article has been gained through a questionnaire analysis, focusing on the attitudes of respondents towards quality labels and their knowledge and preferences during their shopping decisions. Quality logos shall therefore contribute to an easier orientation on the market. Rules for the coplementary logos granting must be incommutable while respecting the evidently positive impact on sustainable teritorial development. Findings &amp; Value added: In context with the recent COVID-19 Pandemic, when the Czech as well as global economy will be weakend, is in the highest interest of each state to run a healthy economic strategy. And only a just support of small and middle enterprise, with a positive appeal on patriotism and sense of belonging together will play a key role. As confirmed recently, dependence on foreign imports is ineffective and undesirable, causing negative impacts on citizens lives.

Digital Campaign to Reduce Covid-19 Pandemic Risk

Hoaxes about COVID-19 on social media could be seen publicly and intentionally lead to inappropriate responses amid the pandemic. In this situation, the government’s public relations had a role in educating the public through accurate information about COVID-19 on social media. This research aimed to describe the public’s attitude towards digital campaigns to reduce the risk of COVID-19 in Central Java and the strategy behind this digital campaign. The research was designed as a descriptive study with a mixed approach method. The sampling technique used was purposive sampling. The data was collected through an online survey of 121 respondents, interviews with expert sources, and document review. Elaboration Likelihood Theory and Rhetoric Theory are used to explain the digital campaign. The results showed that most respondents (74%) rated the Governor as prioritizing the positive appeal approach through a digital campaign. The interview results revealed that the process of composing creative content in the digital campaign was carried out through discussions between the Governor and the content creator team. During a pandemic, a creatively packaged digital campaign was a strategic step to increase public participation in implementing preventive efforts.

Examining the effect of message characteristics, popularity, engagement, and message appeals: Evidence from Facebook corporate pages of tourism organizations

This study investigated the use of Facebook marketing by tourism brands to manage the promotional branding of national and state tourism organisations in the Indian context. This sought to unravel the underlying mechanisms of social media marketing by tourism brands on Facebook, which is one of the major digital platforms in India with highest number of active users in gross terms. From a total of 12 tourism departments with active Facebook pages, five tourism departments were selected based on their level of high social media activity. Content from 1095 Facebook posts of five tourism brand pages were analysed to find answers to three research questions concerning message characteristics, popularity and engagement, and message appeals. Findings of the study suggest that positive emotional appeals would be most effective while dealing with experiential products. It further indicates that mere acquisition of social media fans and followers does not result in better engagement. The findings of this study have practical implications for tourism companies who wish to expand into emerging markets such as India.

Categorization Effects in Capital Markets: Evidence From Unicorn IPOs

We use the introduction of the Unicorn label to reference venture-backed firms with valuations above $1 billion to examine how firm categorization influences investor demand and retail trade activity during IPO price formation. Our findings suggest that the positive appeal associated with an IPO firm’s Unicorn categorization increases investor demand, particularly among retail investors. We find also that Unicorn categorization relates negatively to post-IPO stock performance, and that it increases the sensitivity of post-IPO stock performance to pre-IPO accounting performance. Together, our findings provide evidence that firm categorization hides category members’ individual value-relevant characteristics and causes them to assume the category’s affective tone.

Exploring the viability of a new ‘pay-as-you-use’ energy management model in budget hotels

• Proposes a new energy management model for hotels based on intelligent technology. • Explores the viability of this model with managers of UK budget hotels. • Highlights the determinants of the model’s industrial uptake. • Discards the idea of using the model to penalise guests for excessive energy use. • Shows the model can be used to reward guests for energy conservation. Hotels consume significant amounts of energy, especially in guest rooms. Financial incentives can be given to hotel guests for conserving energy during their stay while financial penalties can be applied for excessive energy use. This can be achieved by deploying the smart energy meters (SEMs) in guest rooms that enable accurate energy monitoring and billing. This study explored the viability of a new business model for energy management in hotels underpinned by SEMs. Semi-structured interviews with managers of UK budget hotels revealed the determinants of industrial adoption of this new model. Despite positive appeal, the chances for the model’s immediate commercialisation were found slim due to its novelty and the market disruption potential held. To enhance the business viability of the proposed model, close integration of energy conservation targets into the corporate agenda of budget hotels is necessary coupled with dedicated policy support.