Essays about: "Emotional and rational appeals"

Showing result 1 - 5 of 6 essays containing the words Emotional and rational appeals.

  1. 1. Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals

    University essay from

    Author : Alice Sbrogio; Kristian Shamon; [2023]
    Keywords : sustainability; advertisement; laundry detergents; deception; trust; purchase intention; rational appeal; emotional appeal;

    Abstract : In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. READ MORE

  3. 2. Influencing consumer behavioural intentions: Reducing household water consumption

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Daria Granina; [2022]
    Keywords : Emotional and Rational Communication; Advertising Appeals; Intention to Behave Sustainably; Message Tailoring; Persuasive Sustainability Communication; Strategic Communication; Elaboration Likelihood Model; ELM; Theory of Planned Behaviour; TPB; Social Sciences;

    Abstract : Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. READ MORE

  4. 3. Feeling like Spending? : An explanatory study on the different effects of emotional appeals on purchase intention

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Christoffer Birgestam; Jakob Koel; Camilla Öman; [2019]
    Keywords : Emotional Appeals; Purchase Intention; Anger; Disgust; Surprise; Sadness; Happiness; Fear; Basic Emotions; Message Strategy; Advertising Appeals; Marketing Strategy; Advertising Strategy.;

    Abstract : Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. READ MORE

  5. 4. Towards a circular economy : A qualitative study on how to communicate refurbished smartphones in the Swedish market

    University essay from Umeå universitet/Företagsekonomi

    Author : Sebastian Holmström; Harald Böhlin; [2017]
    Keywords : Circular Economy; It consumption; Sustainability; Refurbish; Refurbishment; Remanufacturing; Smartphones; Smartphone consumption; Consumer behaviour; Circular consumption; communication; second-hand products; sustainable IT consumption; advertisment; Hållbarhet; Cirkulär ekonomi; rekonditionering;

    Abstract : As there are more than 1.4 billion smartphones sold every year in the world and around four million smartphones in Sweden. In recent years there has been a growing concern to move from a linear economic system to a circular economic system. Smartphones and other electronic equipment stand for the largest growing waste streams in the European Union. READ MORE

  6. 5. Content Marketing in Social Media - A study of the impact of brand type, message appeal and format on attitudes and intentions

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Ebba Carlson; Nadiya Dyekina; [2014]
    Keywords : Social media; Content marketing; Utilitarian and hedonic products; Visual and verbal messages; Emotional and rational appeals;

    Abstract : Social media has fundamentally changed the premises of marketing by adding a two-way channel for communication to the marketing mix. Owned media and content marketing have moved from being buzzwords to playing an important communication role. READ MORE