Types Of Appeals Research Articles

Exploring online comments from a strategic marketing stance to reduce wildlife crime

AbstractIllegal wildlife trade (IWT) is an omnipresent global threat to ecological, social, and economic systems. Marketing expertise can aid in the mitigation and reduction of crime against wildlife using a variety of mechanisms. This paper focuses on how social media usage relates to the framing of conservation appeals. By studying the content of existing blogs, articles, white papers, and other online postings, we extract relevant themes and concepts. Conducting an unguided semantic analysis of our data, we analyzed messaging appeal strategies and the underlying social or informational frameworks they employ. Using literature on advertising appeal types and contrasting social/emotional with knowledge‐based/informational messaging strategies, we identified how wildlife crime prevention content employs these rhetorical framing mechanisms. Through the lens of social learning theory, our study proposes messaging strategies as a framework for understanding online content. Crimes against wildlife are creating increasingly severe ecological, economic, and social damage within international political and social communities; individuals learn from and engage with online content, therefore appropriate framing mechanisms can aid marketers in designing effective prevention appeals.

How can hotels’ green advertising be persuasive to consumers? An information processing perspective

With the recent pushes for reducing environmental impacts, hotels have changed their advertising strategies from selling product or service benefits to promoting eco-friendly business practices. Viewing green advertising as a primary CSR marketing practice of hotels, this study examined the effects of green marketing cause and ad appeal types on consumer perceptions, and the procedural mechanism (perceptions, attitudes, persuasion, and behavioral intentions) with regards to consumers’ ad responses. Using an experimental design involving fictitious ads, we examined the impacts of cause and appeal types on consumer perceptions, while controlling for an environmental consciousness level. Based on a sample of 711 US consumers, the result showed that ads using a public-serving cause generated more positive affective perceptions, while a hard-sell appeal generated more positive cognitive ones. The result further showed that affective and cognitive perceptions positively influenced affective and cognitive attitudes toward the ad (Aad), respectively, and these attitudes led to persuasion and behavioral intentions. The result also showed that cognitive ad attitude as a partial mediator between affective ad attitude and persuasion made a stronger influence on persuasion than affective ad attitude did. This study provides practical implications to hotel marketers in tailoring green advertising strategies to improve communication with consumers.

Взаимодействие близкородственных языков в современной публицистике как способ повышения экспрессивности коммуникативно-речевого произведения

The article analyzes the method of including elements of closely related languages (Ukrainian and Belarusian) in the modern journalistic text in Russian based on a number of popular periodicals in Ukraine and the Republic of Belarus (Ukrainian weekly “2000” and the regional newspaper “Vitebskie Vesti”), which is one of the manifestations of language interaction in conditions of closely related bilingualism. The main types of appeal to this technique by authors-journalists are identified and systematized: introduction of individual words, expressions (including those of a stable nature), fragments of other texts of a closely related language, as well as options for their author’s presentation (design by means of the source language or Russian). The functional significance of the implemented technique is analyzed, which, as the observations show, is primarily used to Supplement the text with figurative and concretizing elements and increase its expressiveness, which contributes to a more effective implementation in a journalistic work as an influencing function (first of all), and as an informative function. In addition, this technique, which is obviously focused on the perception of the bilingual reader, actualizes the socio-cultural context common to the author of the work and its addressee, helps to establish closer contact between them, and also expands the journalist’s opportunities to express their own position by individual stylistic means.

More fluency of the mental imagery, more effective?

PurposeFear appeals in advertising communication are considered by advertisers when other types of advertising appeals do not achieve expected effects. Fear appeals, by arousing the fear that something may threaten consumers’ present lives, are often adopted to persuade individuals to take a particular action. Although this topic has been widely studied, the internal operation mechanism of fear appeals in consumers has not been fully understood or agreed upon.Design/methodology/approachThree experiments were conducted where the type of fear appeal was manipulated (i.e. physical fear appeal or social ear appeal), as well as consumers’ consideration of future consequences (CFC) and mental imagery approaches.FindingsThis study examined the effects of fear appeal on mental imagery fluency and how it affects advertising effectiveness and the moderating effect of consumers’ CFC were discussed. When receiving advertisements with physical fear appeals, consumers with low CFC had greater mental imagery fluency than did those with high CFC. Furthermore, consumers’ purchase intentions could be improved by increasing consumers’ mental imagery fluency on fear appeal. Therefore, the interaction between fear appeal and CFC on purchase intention was mediated by mental imagery fluency. This study found that consumers responded differently to fear appeal advertising when they engaged in different mental imagery approaches.Originality/valueThe present study adds to social marketing literature by showing how consumers’ mental imagery fluency influence the fear appeal effectiveness, and this study’s results also enable social marketers to understand the two factors (i.e. consumers’ CFC level and mental imagery approaches) that affect the influence of fear appeals on consumers’ purchase intentions. Moreover, social marketers are recommended to provide consumers with advertising information by using various message types to facilitate consumers’ imagination of advertising appeals. This heightens the importance of consumers’ acceptance and absorption of advertising content, in turn, strengthening their purchase intentions.

Emotional responses to prosocial messages increase willingness to self-isolate during the COVID-19 pandemic

The COVID-19 pandemic may be one of the greatest modern societal challenges that requires widespread collective action and cooperation. While a handful of actions can help reduce pathogen transmission, one critical behavior is to self-isolate. Public health messages often use persuasive language to change attitudes and behaviors, which can evoke a wide range of negative and positive emotional responses. In a U.S. representative sample (N = 955), we presented two messages that leveraged either threatening or prosocial persuasive language, and measured self-reported emotional reactions and willingness to self-isolate. Although emotional responses to the interventions were highly heterogeneous, personality traits known to be linked with distinct emotional experiences (extraversion and neuroticism) explained significant variance in the arousal response. While results show that both types of appeals increased willingness to self-isolate (Cohen's d = 0.41), compared to the threat message, the efficacy of the prosocial message was more dependent on the magnitude of the evoked emotional response on both arousal and valence dimensions. Together, these results imply that prosocial appeals have the potential to be associated with greater compliance if they evoke highly positive emotional responses.

ОРГАНІЗАЦІЙНО-ПРАВОВІ МЕХАНІЗМИ ФУНКЦІОНУВАННЯ ТЕЛЕФОННИХ «ГАРЯЧИХ ЛІНІЙ» ОРГАНІВ ВИКОНАВЧОЇ ВЛАДИ

У статті проаналізовано сучасний стан організаційно-правових механізмів функціонування телефонних «гарячих ліній» органів виконавчої влади в Україні. Акцентовано увагу на основних проблемних аспектах здійснення державної політики у досліджуваній сфері. Розглянуто основний принцип роботи «гарячих ліній» на прикладі урядової телефонної «гарячої лінії». Розкрито питання необхідності усунення існуючих прогалин у законодавчій базі та її удосконалення.
 Доведено, що законодавча норма щодо визначення однакового терміну розгляду для всіх видів звернень певним чином унеможливлює повноцінне забезпечення реалізації права на усне звернення.
 У дослідженні типової структури Порядку роботи будь-якої «гарячої лінії» визначили перелік основних вимог, що повинні фіксуватись у кожному розділі.
 Проаналізовано діяльність державної установи «Урядовий контактний центр», що забезпечує роботу урядової «гарячої лінії», фахівці якої приймають звернення до всіх центральних органів виконавчої влади.
 Акцентували увагу на Порядку взаємодії органів виконавчої влади, Секретаріату Кабінету Міністрів України та державної установи «Урядовий контактний центр», відповідно до якого здійснюється комунікація між громадянами та представниками владних структур. Не оминули увагою і Концепцію створення Національної системи опрацювання звернень громадян, реалізація якої була запланована на 2013 рік, проте на сьогодні її положення знаходиться на різних етапах виконання, а деякі пункти виконано не в повному обсязі.
 Проте, незважаючи на зазначені недоліки, можна з упевненістю говорити про урядову «гарячу лінію» як найуспішніший соціальний проект в частині взаємовідносин між громадянами та органами виконавчої влади. Саме завдяки даній «гарячій лінії» мільйони громадян і не лише з України мають змогу у цілодобовому режимі звернутись до представників влади та висловити своє невдоволення, прохання, скаргу, пропозицію, а не рідко і подяку.
 Взагаліосновна проблема полягає у недосконалості та суттєвих прогалинах існуючого законодавства у досліджуваній на ми сфері.

The Effects of Design Complexity and Appeal Types of Digital Signage on Consumers’ Preferences

The Effects of Design Complexity and Appeal Types of Digital Signage on Consumers’ Preferences

Accountability moderates the effects of egoistic and altruistic appeals in prosocial messages

PurposeThis paper aims to clarify the relationship between consumer accountability and responses to egoistic and altruistic appeals. It proposes that when consumers’ relationships with others are heightened in the form of accountability, different prosocial message appeals become effective. The study expands the understanding of how marketing may enhance the efficacy of prosocial campaign messages.Design/methodology/approachThe study utilized three online experimental studies to test hypotheses across different population samples and health product categories. Self-benefit and other-benefit appeals were tested to decrease meat consumption (Study 1), increase vaccination intent (Study 2) and purchase oxybenzone-free sunscreen (Study 3). Results provide converging evidence for the proposed interaction between appeal type and accountability.FindingsWhen consumers believe their choices will be known or discussed with others, they are more persuaded by other-benefit or altruistic appeals. Contrary to some existing research, Study 3 found that when public accountability was heightened, hybrid appeals were less effective than a solely altruistic appeal in generating purchase intent, digital engagement and attitude change, even controlling for social desirability.Research limitations/implicationsPublic accountability was manipulated only in an online setting, and future studies should replicate with greater ecological validity. Results inform how scholars, brands and organizations should approach message efficacy in prosocial campaigns, particularly when an individual’s relationship with others may become salient.Practical implicationsThe paper includes implications for the development and deployment of various organizational strategies such as changing the appeal depending on where a message will be viewed by consumers. Importantly for digital campaigns, maximum digital engagement arises from an altruistic appeal in a public context.Originality/valueThis paper fulfills an identified need to understand how organizations can successfully encourage prosocial consumer behavior, as well as bridges literature gaps on accountability and appeal efficacy.

Beneficiary Foci Types and Performance Appeals in Green Advertising

In green advertising, the message focus is often associated with one of two benefits: the self-benefit focus and the other-benefit focus. However, determining which of the two benefit foci is more effective in generating positive consumer responses is still debatable. To explain the complexity of the mixed findings, we have explored advertising appeals that influence the perception of the environmental performance of the product, or green performance perception. Specifically, we have examined the self- and other-benefit types with three performance-based appeals (before, after, and before–after appeals) in relation to perceived green performance and brand attitudes. A 2 × 3 ANOVA of perceived green performance with data from 390 participants reveals a significant two-way interaction. Results from comparing the three types of performance-based appeals indicate that, regardless of the beneficiary foci type, the before–after appeal works best in generating greater perceived green performance, which, in turn, leads to positive brand attitudes. When promoting the green benefit of others, we recommend using before-appeals to enhance a product’s green performance perceptions and after-appeals for self-benefit-focused advertisements; if not, before–after appeals are used.

Not all experiential consumers are created equals: the interplay of customer equity drivers on brand loyalty

PurposeThis study aims to use social exchange theory and the principle of reciprocity in proposing a theoretical model to examine the essential but unexplored unique roles of individual customer equity drivers (CEDs) and their contribution to brand loyalty. This study identifies a reciprocity pathway in that brand equity, which mediates the linkage between relationship equity and brand loyalty. This study further posits that the linkage between relationship equity and brand equity is contingent on value equity. The authors then incorporate value equity as a moderator upon which the interrelationships among CEDs and brand loyalty may vary.Design/methodology/approachA sample consisted of 2,268 shoppers in a metropolitan city in Vietnam.FindingsRelationship equity significantly determines brand loyalty through the moderating effect of value equity and the mediating effect of brand equity. Interestingly, these relationships are diverse across different experiential types of consumers.Research limitations/implicationsThis study contributes to a better understanding of why and when value equity, brand equity and relationship equity trigger brand loyalty. Brand equity and value equity are the two underlying mechanisms that establish a moderated mediation model between CEDs and brand loyalty. The findings of this study show that experiential consumers are not created equals. The strength of the relationships between CEDs and brand loyalty differ among the five clusters of experiential consumers.Practical implicationsThis study reveals the critical relationships between the three components of customer equity in the supermarket industry. The findings provide concrete direction for managers and marketers to be more effective in allocating resources, tailoring their marketing strategies and, accordingly, promoting brand loyalty of different types of consumers.Originality/valueThis study reveals the underlying modus operandi that explains the reciprocity effects of CEDs and the contingency role of brand experience on the CEDs–loyalty link. This study shows that brand equity fosters and sustains the reciprocity generated when consumers perceive a high level of relationship equity, serving as a mediator between relationship equity and brand loyalty. Importantly, value equity is an important moderator for strengthening this reciprocity effect. Furthermore, this study identifies a typology of experience-focussed consumers and shows that the CEDs–loyalty link significantly varies by these types of experiential appeal that characterise the consumers.

The impact of advertising creativity, warning-based appeals and green dispositions on the attentional effectiveness of environmental advertisements

Accompanying the growing call for ecological sustainability, environmental advertising is playing an increasingly important role in green marketing to foster environmental concern and pro-environmental behavior. The present study examined the impact of two factors on people’s selective attention to green advertisements: advertising creativity (by comparing creative vs. standard advertisements) and appeal type (by comparing warning-based vs. vision-based appeals). The study also investigated the association between advertising effectiveness and individual differences in levels of green dispositions, including environmental concern and value orientation. To explore these issues the study employed a Rapid Serial Visual Presentation paradigm to measure the magnitude of the “attentional blink” arising from people attending to environmental advertisements of varying creativity and appeal type. Findings revealed a significant attentional blink effect for environmental advertising (indicative of heightened selective attention) that was greater for creative advertisements than standard advertisements. A significant association was also found between the magnitude of the attentional blink and dispositional differences in environment-related altruistic value. Results extend previous findings relating to the attentional blink as an index of advertising effectiveness, and shed light on the importance for green marketing of advertising creativity, advertising appeal and environmental value.

The Effects of Processing Fluency in Prosocial Campaigns: Effort for Self-Benefit Produces Unpleasant Feelings.

This study investigates how consumers’ intentions related to prosocial campaigns were accompanied by metacognitive experiences. Two studies examined how the relationship between appeal type (self-benefit vs. social benefit) and the level of processing fluency (easy vs. difficult) influenced attitudes toward prosocial campaigns. The findings revealed that individuals who were manipulated to find self-benefit appeal displayed less favorable attitudes toward disfluent prosocial campaigns than those who were manipulated to find social benefit appeal. The underlying mechanism of this result was that the extra effort invested to understand prosocial campaigns with difficult processing fluency produced unpleasant feelings.

네이티브 광고 소구 유형에 따른 광고효과 결정요인 연구 − 중앙일보 네이티브 광고(이성형, 감성형)를 중심으로

네이티브 광고 소구 유형에 따른 광고효과 결정요인 연구 − 중앙일보 네이티브 광고(이성형, 감성형)를 중심으로

To gain face or not to lose face: the effect of face message frame on response to public service advertisements

The current research examines the effect of face message frame on consumers’ response to public service advertisements (PSAs). Results of three experiments show that not-to-lose-face messages are more persuasive than to-gain-face messages in the contexts of both anti-drunk-driving PSAs (Experiment 1 and Experiment 3) and anti-drug PSAs (Experiment 2). Moreover, the framing effect is more pronounced for individuals whose interdependent self-construal is more accessible, but not for individuals whose independent self-construal is more accessible (Experiments 1, 2, and 3). The moderating effect of self-construal is significant when it is primed both through a task that is independent of the PSA (Experiment 1 and Experiment 2) and through the appeal type (Experiment 3). Further, the findings suggest that a congruency between a not-to-lose-face message and an interdependent appeal leads to more persuasiveness than other available conditions (Experiment 3). We also discuss contributions to theory and implications for advertising practice.

Comparing the effect of rational and emotional appeals on donation behavior

AbstractWe present evidence from a pre-registered experiment indicating that a philosophical argument – a type of rational appeal – can persuade people to make charitable donations. The rational appeal we used follows Singer’s “shallow pond” argument (1972), while incorporating an evolutionary debunking argument (Paxton, Ungar and Greene, 2012) against favoring nearby victims over distant ones. The effectiveness of this rational appeal did not differ significantly from that of a well-tested emotional appeal involving an image of a single child in need (Small, Loewenstein and Slovic, 2007). This is a surprising result, given evidence that emotions are the primary drivers of moral action, a view that has been very influential in the work of development organizations. We found no support for our hypothesis that combining our rational and emotional appeals would have a stronger effect than either appeal in isolation. However, our finding that both kinds of appeal can increase charitable donations is cause for optimism, especially concerning the potential efficacy of well-designed rational appeals. We consider the significance of these findings for moral psychology, ethics, and the work of organizations aiming to alleviate severe poverty.

Persuasive Appeals Predict Credibility Judgments of Phishing Messages

Two studies examined effects of using persuasive appeals in phishing messages on judgments of credibility. Participants were tasked with reading a combination of legitimate and phishing e-mails to determine whether each message was legitimate or a scam. In both Study 1 and Study 2, when phishing messages included more appeals to authority and likability, phishing susceptibility increased. However, as the number of fear and urgency appeals in the message increased, phishing susceptibility decreased, as it was easier for participants to detect the phishing attempt. Contrary to prediction, perceived source likability did not mediate the relationship between appeal type and credibility judgments. Results highlight the importance of authority appeals on credibility, describe relationships between appeal type and phishing susceptibility, and offer strategies for users to defend against online deception.

Driving a Wedge? Republicans, Immigration, and the Impact of Substantive Appeals on African American Vote Choice

Recently, a number of prominent Republican elites have argued that the economic plight of African Americans is attributable to undocumented immigration to the United States. Have these arguments concerning the link between black economic well-being and undocumented immigration become commonplace in the rhetoric of Republican elites, and if so, does exposure to these appeals impact black vote choice? Employing data from over forty years of congressional speeches, the campaign speeches and public addresses of President Donald Trump, televised campaign advertisements from the Wisconsin/Wesleyan Advertising Projects, and a survey experiment embedded in the 2016 Cooperative Congressional Election Study, we find that Republican elected officials have increasingly made substantive appeals to blacks on the issue of immigration reform, that exposure to this type of substantive appeal leads blacks to more strongly support a fictional Republican candidate, and that this support is moderated by a respondent’s level of linked fate. These findings challenge existing scholarship that Republican elites ignore the concerns of the black community and suggest that Republicans may be using the issue of immigration to drive a wedge in the Democratic electoral coalition by targeting the Democratic Party’s strongest constituency.

인물, 메시지, 디자인 유형별 분석을 통한 모델 소구형 대학 광고의 융복합적 분석

인물, 메시지, 디자인 유형별 분석을 통한 모델 소구형 대학 광고의 융복합적 분석

What makes materialistic consumers more ethical? Self-benefit vs. other-benefit appeals

Materialism is known to be negatively related to consumers’ ethical behaviors, and prior research has often assumed that highly materialistic consumers do not behave ethically. This study challenges such conventional wisdom and investigated ways to motivate highly materialistic consumers to engage in ethical consumption behaviors by examining the moderating role of the appeal type across two studies. The results indicated that highly materialistic consumers showed more positive attitudinal and behavioral responses to ethical products and campaigns when self-benefit (vs. other-benefit) appeals are implemented; however, less materialistic consumers’ responses did not depend on the appeal type. The two egoistic motivations, protective and enhancement motivations, were found to mediate the positive effect of self-benefit appeals among highly materialistic consumers. These findings suggest that materialistic and ethical values do not represent opposite ends of a single dimension, but rather indicate two independent dimensions in the same individual. Theoretical and practical implications are discussed, and suggestions for future research are offered.

When Code Words Aren’t Coded

According to the “standard framing” of racial appeals in political speech, politicians generally rely on coded language to communicate racial messages. Yet recent years have demonstrated that politicians often express quite explicit forms of racism in mainstream political discourse. The standard framing can explain neither why these appeals work politically nor how they work semantically. This paper moves beyond the standard framing, focusing on the politics and semantics of one type of explicit appeal, candid racial communication (CRC). The linguistic vehicles of CRC are neither true code words, nor slurs, but a conventionally defined class of “racialized terms.”