Investigating the Effect of Rational and Emotional Advertising Appeals of Hamrahe Aval Mobile Operator on Attitude towards Advertising and Brand Attitude (Case Study: Student Users of Mobile in the Area of Tehran)

Abstract

Recently, increasing competitive circumstances in telecommunication network 234 Contribution/ OriginalityThis study contributes in the existing literature by providing a comprehensive framework for assessing the effect of advertising appeals on attitude towards advertising and consequently, brand attitude. In fact, this study is one of very few studies which have investigated the relationships among various types of advertising appeals and attitudes towards brand and advertising efforts.

Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness

“…On the other hand, there is a view that rational, information-based appeals are dull, not attention-grabbing contrarily to emotional appeals, and considering that advertising cannot be effective when not noticed, latter appeal is ineffective (Belch and Belch, 2004). Sadeghi et al (2015) classify rational appeals into one-sided (when only one attitude is presented), two-sided (for the skeptical audience, arguments and counter-arguments are presented), and comparative (when attributes of the product are compared with the ones of competitor's product). The choice of argumentation level highly depends on the product attributes and the characteristics of the target market.…”

“…According to Panda et al (2013), emotional appeals are used more often than the rational ones to attract consumers' attention. Contrarily, Sadeghi et al (2015) declared that even though emotional appeals are more vivid, but rational appeals are more relevant, providing clear, product-related information, thus rational appeals attract more consumers' attention. Hence, there is no consensus among the researchers regarding the question which advertising appeal attracts more consumers' attention, especially in the case of convenience product category.…”

“…When analyzing the influence of advertising on the consumers' attitude, Sadeghi et al (2015) detailed that attitude influenced by advertising can have two components -cognitive (grounded on thinking) and affective (grounded on emotions). Consequently, it could be stated, that consumers' attitudes can be formed by applying either rational or emotional (or both) advertising appeals.…”

“…Sadeghi et al (2015) stated that clear, product-related information, which is characteristic to rational appeal advertising, helps to form better attitude toward the advertisement. Moreover, Manyiwa and Brennan (2012), after the analysis of fear appeal in advertising, indicated that perceived advertising compliance with ethical norms have strong influence on consumers' attitude toward the advertisement.…”

“…Consumers' attitude toward the advertisement has a direct influence on consumers' attitude toward the brand (Sadeghi et al, 2015). According to Panda et al (2013), positive attitude toward the advertisement positively directly influences attitude toward the brand, which in turn positively directly influences purchase intentions.…”