Discovering the Role of Emotional and Rational Appeals and Hidden Heterogeneity of Consumers in Advertising Copies for Sustainable Marketing

Abstract

Advertising copies have been considered as a fundamental strategy for firms to continue sustainable marketing strategies. In order to provide the advancement of previous research and practical implication to marketers in the field for sustainable marketing strategy, this research tried to reveal the role of emotional and rational appeals as well as hidden heterogeneity of consumers in the appeal–value–trust–satisfaction–WOM framework. By applying the PLS-SEM and PLS-POS approach to 230 valid questionnaire samples, we could discover the role of appeals in the framework as well as three types of unobserved heterogeneity among the respondents. Both emotional and rational appeals had significant influences on the value–satisfaction–trust–WOM context. In addition, for hidden consumer traits in advertising copies, we revealed three types of consumer groups: Type 1, the consumer group with a rational orientation (n = 68); Type 2, the group with an emotional orientation (n = 74) and Type 3, the group with a utilitarian orientation. This research provided contributions by offering some insight into ways to establish sustainable marketing strategies in advertisements and to address unobserved heterogeneity consumers in advertising copy appeals.

The Unobserved Heterogeneneous Influence of Gamification and Novelty-Seeking Traits on Consumers’ Repurchase Intention in the Omnichannel Retailing

“…Prior studies on unobserved heterogeneity have adopted its utilization in finding the adequacy of results (Becker et al, 2013), or for classifying data into heterogeneous groups (Sánchez-Prieto et al, 2017). One alternative, suggested by Becker et al (2013) and Kim et al (2020) indicates the use of the PLS-POS (partial least squares prediction-oriented segmentation) approach in PLS-SEM. This approach's merits fall into finding a latent class that can classify the dataset in order to find hidden characteristics (Sarstedt et al, 2019).…”

The prevalence of emotional and rational tone in social advertising appeals

“…There is also evidence that, in general, campaigns with a mix of emotional and rational/informational tone can generate more effective attitudes than when these appeals are used separately (Ruiz & Sicilia, 2004). This perspective is shared in the case of sustainable marketing, considering the heterogeneity of consumers (Kim, Jeon, & Lee, 2020).…”

Investigating the Negative Effects of Emojis in Facebook Sponsored Ads for Establishing Sustainable Marketing in Social Media

“…The presence of emojis was dummy coded (0 = control, 1 = emoji). 1 Perceived Intrusiveness, 2 Purchase Intention, 3 the range between LLCI and ULCI includes 0, which means the effect is not significant, 4 the range between LLCI and ULCI does not include 0, which means the effect is significant.…”

“…Thus, they mobilize everything they can when they conduct new marketing campaigns and events to secure a critical mass of sustainable marketing. Considering sustainable marketing in terms of marketing communication includes employing various features in the content that satisfy consumer needs; attracting consumers' attention by inserting unique elements that make marketing content stand out is one of the ways that the practitioners can try to achieve the overarching philosophy of sustainable marketing [1,2].…”