Redefining Rational and Emotional Advertising Appeals as Available Processing Resources: Toward an Information Processing Perspective

Research output: Contribution to journalArticle

Abstract

This paper redefines emotional versus rational advertising appeals from a media psychology perspective in terms of changes in cognitive load placed on viewers’ limited processing capacity during ad consumption. Appeal type interacted with perceived personal relevance such that relevance exerted a stronger influence on cognitive resources for advertisements employing rational appeals. As a result, rational appeals should be used with caution when advertisements have low perceived relevance as viewers may withdraw attention and stop processing the advertisement. In contrast, emotional appeals may help sustain attention for low-relevance messages.

Original languageEnglish
Pages (from-to)277-299
Number of pages23
JournalJournal of Promotion Management
Volume26
Issue number2
DOIs
StatePublished - Feb 23 2020

Keywords

  • STRT
  • appeals
  • processing
  • recall
  • relevance
  • resource allocation

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