It is not about what you read, but how you read it: the effects of sequencing rational and emotional messages on corporate and product brand attitudes

Lim, Weng Marc; Teh, Pei‐Lee; Ahmed, Pervaiz K.

doi:10.1080/0965254x.2016.1240216

Cited by 25 publications

(23 citation statements)

References 74 publications

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“…(2) the effect of congruence on the effectiveness of website sponsorship is more acute when brands are better established ones, as [90] suggest, with evidence that points to the presence of a positive bias in the recognition of congruent brands; (3) in terms of visual attention, congruent sponsorship attracts more attention. Therefore, in a recommendation for the event's web managers and the sponsors, they will have to place their logos in more visible areas of the website, i.e., close to the contents related to the event.…”

Section: Discussionmentioning

confidence: 99%

“…Measuring both helps to understand changes in consumer responses to marketing strategies [92]. On the other hand, examining the sequence of promotional messages [90] or the appearance of sponsorship brand logos will help to improve the effectiveness of sports sponsorship on websites. Lastly, the destination image should be included in future research studies, since it can influence the recommendation of a sports event [93], like other variables that affect event participation, such as the push/pull motivations of the tourist destination where an event is held [94].…”

Section: Discussionmentioning

confidence: 99%

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Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach

2020

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Emerging online marketing strategies are an opportunity for the sport sponsorship industry as a way of complementing traditional methods. However, in-depth attention has not been given to the study of congruence effects on the effectiveness of sponsorship of sport event websites, and specifically to study the role and effects of sponsor logos. The main aim of this study was to evaluate the congruence effect of sponsor brands featured on the website of a sports event on sponsorship effectiveness in visual, attitude-related and behavioural terms, using an eye-tracker to monitor memory activation and changes in attitudes and intentions. In study 1, the role of congruence on website sponsorship was analysed, using real brands sponsoring the ninth edition of the “Mallorca 312” Cycletourist Tour (42 participants). In study 2, the congruence of fictitious brands was analysed on the effects of website sponsorship of the 37th edition of the MAPFRE (competitions brand name) Copa del Rey regatta (101 participants). Congruence is preferable to incongruence in sponsor brands, except when the sponsorship aims to boost a recall of new market brands. The results validate the importance of managing congruence levels in the online sponsorship of sports events due to the influence on sponsorship effectiveness and its impact on cognitive processing.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach

2020

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“…So, it seems clear that we must differentiate between cognitive or emotional framing (Huang & DiStaso, 2020;Lim et al, 2018). A rational appeal relates to receivers' rationality by providing objective information, whereas an emotional appeal features more subjective, emotional expressions and other emotion-eliciting strategies (McKay-Nesbitt et al, 2011;Yoo & MacInnis, 2005).…”

Section: Effectiveness Of Non-profit Advertisingmentioning

confidence: 99%

Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research

Martinez-Levy

Rossi

Cartocci

et al. 2021

Int Rev Public Nonprofit Mark

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Advertising for non-profit organizations through television commercials is a valuable means of communication to raise awareness and receive donations. When it comes to social aspects, personal attitudes such as empathy are significant for reinforcing the intention to donate; and the study of eliciting emotions has critical attention in the literature, especially some types of emotion, such as guilt which mediates empathy. Different methodologies have been used to measure consumer emotions when faced with TV ads stimuli: mainly traditional techniques such as interviews or questionnaires after the ads viewing. In the last ten years, there has also been a great interest in new neuroscience techniques applied to measure emotional and cognitive reactions by physiological signals, frame by frame. Our research has applied neuromarketing technologies during the observation of a UNHCR commercial promoting legacy calls. The objective was to study cognitive and emotional reactions in order to increase the effectiveness whilst having the possibility to verify the results by measuring the benefits in terms of calls from contributors. The purpose of this research is to empirically prove the impact in calls thanks to changes in the message framing strategy in non-profit advertising suggested and measured by neuromarketing techniques. Particularly we measured the cerebral activity through an electroencephalogram to obtain an Approach-Withdrawal Index (AW); the heart rate and galvanic skin response through different sensors in the palm of one hand, to obtain an Emotional Index (EI), and finally, eye fixations through an eye tracker device to obtain the visual attention on key visual areas of the ads. After these indicators’ recordings on a sample of subjects, some suggestions to modify the advertising were made to create a more effective campaign. The results compared, those elicited by the first version of the spot (LVE) and those by the second version (HVE), confirmed that (1) the number of sellable and legacy calls increased with the message framing strategy modified in the second spot (HVE), (2) a lower cognitive and emotional reactions have been obtained in the final section of HVE, (3) the visual attention on the key information of the phone number to call, in the final call to action frames(CTA), was higher in HVE than in the first version of the spot (LVE), (4) the cognitive approach increased during the same CTA frames in HVE.

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“…Some argue that rational appeals elicit more positive reactions (e.g., Aaker & Norris, 1982;Stafford & Day, 1995), while others claim emotional appeals to be more effective (e.g., Unwin, 1975). At the same time, an examination of previous research suggests that rational appeals are primarily a means of influencing audiences by way of logical thinking processes, whereas emotional appeals involve creating a state of heightened psychological arousal, and that emotional appeals are often found to be more effective in attracting consumer attention when compared to rational appeals (Biener et al, 2008;Heath, 2006;Lim, The& Ahmed, 2016;Pringle & Field, 2008).…”

Section: Papal Message and Appeal Typesmentioning

confidence: 99%

Effects of Appeal Type and Audience Gender on Perceptions of the Pope’s Credibility

Yoo¹,

Lee²,

Cho³

2020

IJHSS

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It is not about what you read, but how you read it: the effects of sequencing rational and emotional messages on corporate and product brand attitudes

Cited by 25 publications

References 74 publications

Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach

Congruence Effects on the Effectiveness of Sponsorship of Sport Event Websites: An Experimental Approach

Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research

Effects of Appeal Type and Audience Gender on Perceptions of the Pope’s Credibility

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