Visual Art and Regulatory Fit Messages on Consumer Evaluations

Mantovani, Danielle; Tazima, Deborah Iuri

doi:10.1590/s0034-759020160203

Cited by 11 publications

(7 citation statements)

References 38 publications

(69 reference statements)

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“…Advertisers should be careful when using content with negative emotional appeal during COVID-19. According to the law of apparent reality, during stressful times the recommendation is to be cautious with negative emotions, as they may be felt more intensely by consumers, especially in a pandemic (Frijda, 1988;Mantovani & Tazima 2016). Advertisers use negative emotional messages, such as sorrow, to achieve greater persuasive influence (Coleman, Royne & Pounders, 2020;Coulter & Pinto, 1995).…”

Section: Discussionmentioning

confidence: 99%

Nurtured and sorrowful: Positive and negative emotional appeals in early COVID-19 themed brand communications

Mensa

Vargas-Bianchi²

2023

Communication & Society

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This study examines the prevalence of emotional appeals in COVID-19-themed brand advertisements from around the world in the months immediately following the World Health Organization’s declaration of the coronavirus outbreak as a pandemic. The study analyses the frequencies of use of positive and negative emotional appeals in the content of the ads, and concurrent combinations of such appeals. A content analysis was conducted on a sample of 376 ads from the “Ads of The World” digital archive. The results reveal a preference for positive emotions, with nurturance and affiliation being the most frequent. Sorrow was the third most preferred emotional appeal, and the most used negative emotion. Some brands have compared the virus to a hurricane (Brazil), an assassin with a chainsaw (US) or the death personified (Peru). Advertisers should be careful when using negative emotional appeal content during COVID-19. According to the law of apparent reality, during times of stress the recommendation is to be cautious with negative emotions, as they may be felt more intensely by consumers. Advertising has a social responsibility, which can be directed at promoting consumer behaviours that leave a positive or negative impact on their communities. In a situation such as the pandemic, brand communication professionals must use emotions rigorously, employing this resource to contribute to society, avoiding giving rise to harmful attitudes or behaviours. The research findings are consistent with the literature and lead to future examination of emotional appeals in advertising in stressful and uncertain circumstances.

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Section: Discussionmentioning

confidence: 99%

Nurtured and sorrowful: Positive and negative emotional appeals in early COVID-19 themed brand communications

Mensa

Vargas-Bianchi²

2023

Communication & Society

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“…According to the theory, individuals may have experienced sorrowful ads with more intensity than those featuring emotions of affiliation or nurturance. As Mantovani & Tazima (2016) argue, negative emotions have a stronger impact than positive emotions, an effect that can be true in a stressful situation such as the pandemic. Advertisers use negative emotional messages as sorrow to achieve a greater persuasive influence (Coleman, Royne & Pounders, 2020;Coulter & Pinto, 1995).…”

Section: Discussionmentioning

confidence: 99%

Nurtured and sorrowful: Positive and negative emotional appeals in COVID-19 themed brand communications

Vargas-Bianchi¹,

Mensa²

2020

Preprint

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This study aims to analyze emotional appeals in brand advertisements themed in COVID-19 during the immediate months after the World Health Organization declared the coronavirus outbreak as a pandemic. The study focused on the frequencies of use of positive and negative emotional appeals in ad contents, and on the concurrent combinations of those appeals. Researchers conducted a content analysis among ads included in an online archive, selected by industry professionals for their creative quality. The results reveal a preference for positive emotions, as nurturance and affiliation show the highest frequency of use. These appeals, along with sorrow, nostalgia, and excitement, were preferred to be used concurrently. Research findings are consistent with the literature and lead to future examination of emotional appeals in advertising under stressful and uncertain circumstances.

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“…Future research can evaluate the mediating role of self-esteem in the interaction of regulatory focus and the metaphor of verticality on price assessment by changing how regulatory focus is manipulated. One possibility would be to perform the manipulation technique through an advertisement, according to Mantovani and Tazima (2016).…”

Section: Limitations and Recommendations For Future Studiesmentioning

confidence: 99%

Up, up and away! The metaphor of verticality and the moderating role of regulatory focus in price assessments

Costa

Ângelo²,

Farias³

2022

REGE

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PurposeThe purpose of this study is to analyze the effects of the metaphor of verticality on how individuals assess prices, having regulatory focus as a moderator of this relationship.Design/methodology/approachTwo experiments were conducted with a 2 × 2 between-subjects design (metaphor of verticality: physically higher vs physically lower × regulatory focus: promotion vs prevention). The second study performed moderated mediation by incorporating the self-esteem variable.FindingsThe results show that the treatment group consisting of prevention-focused individuals who consider themselves physically higher assessed prices according to what was proposed for the study compared to the group consisting of promotion-focused individuals who consider themselves physically lower. Participants in Treatment Group 1 attributed the lowest prices to products, demanded more significant discounts to go to another store searching for a product and considered the prices more unfair.Originality/valueThe primary contribution of this study is to reveal that the position of one's body on the vertical axis influences their thoughts and, therefore, their decision-making in the scope of products and services prices. Moreover, regulatory focus can attenuate such effects.

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Visual Art and Regulatory Fit Messages on Consumer Evaluations

Cited by 11 publications

References 38 publications

Nurtured and sorrowful: Positive and negative emotional appeals in early COVID-19 themed brand communications

Nurtured and sorrowful: Positive and negative emotional appeals in early COVID-19 themed brand communications

Nurtured and sorrowful: Positive and negative emotional appeals in COVID-19 themed brand communications

Up, up and away! The metaphor of verticality and the moderating role of regulatory focus in price assessments

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