Essays about: "emotional appeals"

Showing result 1 - 5 of 16 essays containing the words emotional 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. To (m)eat or not to (m)eat? : Exploring the effectiveness of message appeals on packaging of meat substitutes, focussing on reaction.

    University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap; Jönköping University/IHH, Företagsekonomi

    Author : Marit Apon; Sven Paul Huijs; [2023]
    Keywords : meat substitutes; message appeals; reaction; Protection Motivation Theory; meat reduction; packaging;

    Abstract : Background: Environmental sustainability and climate change are of increasing concern. The agriculture and food sector generate a large negative impact on the environment, and whilst the awareness is increasing, limited change in behaviour is visible. READ MORE

  4. 3. 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

  5. 4. Consumer engagement in online brand communities: A netnographic study on Gymshark's Facebook brand page

    University essay from Göteborgs universitet/Graduate School

    Author : Winny Apaza; Tasnim Jahan; [2021-06-23]
    Keywords : online brand communities; content creators; content characteristics; consumer engagement; influencer generated content; firm generated content; consumer generated content;

    Abstract : Consumer engagement on online brand communities has increasingly become a field of interest among marketers. As the process of online consumer engagement is different from traditional ones, it continued to impose challenges to the marketers to take different strategies. READ MORE

  6. 5. Branding Images : White Saviorism and Shock Appeals by BBC Three

    University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

    Author : Julianne Lindner; [2021]
    Keywords : White Saviourism; Documentary; Shock Appeals; Misrepresentation; BBC;

    Abstract : This research has focused on the representation of foreign cultures in four BBCdocumentaries. To be more precise, it looked into how public documentariesportray foreign cultures, specifically within a frame of development aid and whitesaviourism when watching documentaries by BBC Three, a channel which iscentred towards a young audience. READ MORE